Google Myopia
No doubt about it. Google has won the search engine contest hands down. Have you ever encountered the phrase “Yahoo it!†Of course not since there’s no such term. Pop culture, however, bears out Google’s supremacy through the term “Google it!â€
Google Dominance
Google has more than 25 percent share of the internet search engine searches made in cyberspace. If that is not enough proof, how about the fact that Google provides the organic and paid links found on the search engine results pages (SERP) of AOL, Netscape and Excite Network, or that Google provides the SERP paid listings portion for Teoma, Lycos, Hotbot, and Ask Jeeves?
Google’s influence in the internet is astounding but undeniable. It is no surprise however, that most web masters cannot see anything but Google when they are targeting increased web traffic. After all, if you want to increase traffic to your site, it stands to reason that you should get more exposure through the SERP of the search engine used by most internet users.
However, due to this Google mania and Google page rank fixation, some web masters are losing sight of the bigger picture and therefore suffer from Google myopia.
Google Myopia
Google myopia is the term that aptly describes web masters’ as well as search engine optimization or SEO professionals’ fascination with Google page rank ratings and Google SERP positions. Most web masters check their Google page rank ratings as often as possible. They continuously make Google searches using their keywords just to see where their web sites are positioned in the Google SERP. They continually scheme and devise new means to make it to the top of the SERP and attain the highest possible Google page rank rating of 10. In fact, most web masters and SEO consultants become so obsessed with these all-important statistics that they miss seeing the big picture.
Outside Google World
There is a world outside Google, ladies and gentlemen. Not all of your web traffic is coming from Google so you should not continuously chafe at the fact that you are not on Google’s first SERP for your keyword/s. Nor should you get high blood pressure because Google has apparently added an aging filter in its code that will suspend your return on investment on Google SEO for around 6 to 8 months, after which time period Google will finally deign to display your web site in its SERP.
There are other search engines out there on which you can try to attain high SERP positions. Combined, your top SERP on these other search engines can offset the perceived loss due to failure of attaining one of Google’s top SERP spots.
Moreover, search engine traffic, though a major contributor of web site traffic, is not the only way to get people to visit your site. Actively build your links through reciprocal and one-way link building strategies and optimize your sites for keywords that search engine users are using.
Finally, do not forget that the main purpose of having a web site is to get more sales or to get more clients, not to get more traffic. You must therefore focus a lot of your energy to converting visitors to buyers. If you get a high enough conversion rate, you may not need to bid for top Google SERP ratings because your business will most assuredly be expanding and your accounts are showing a healthy net profit. At the end of the day, everything boils down to the bottomline.
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The Value of SEO
Some web masters gladly jump into the bandwagon and eagerly engage the services of a search engine optimization or SEO company. The fact that SEO is allegedly good for a web site is enough inducement for some. However, the amount of money that full blown SEO campaigns can cost web masters may make these web masters back out of their SEO programs before the SEO process has borne fruit.
In most cases, it is not the cost per se of the SEO campaigns that daunt the web masters into backing out of their SEO programs. It is actually the inability to appreciate the value of the said SEO campaign in the context of the returns that make web masters withdraw their SEO plans. Read on to find about the value of SEO for business owners.
SEO, SERP, Page Rank, and Web Traffic
SEO makes your web pages more search engine friendly. SEO campaigns have enormous potential to propel your web site to the top of search engine results pages (SERP) and increase your site’s Google page rank rating (Google’s measure of the importance of a web site). This means that you get a chance to be one of the top 10 results in the Google, Yahoo, MSN and other search engines’ results pages.
Why is this important?
A typical internet user relies heavily on any of the search engines to get to web pages that supply the information and services that they need. Different sources of figures on the proportion of web traffic attributable to search engine queries differ, but these sources agree on one thing: search engine traffic is a major part of a site’s total web traffic. If people can’t find you through search engine or organic queries, you lose a great proportion of potential costumers. Most internet searchers do not bother to look at the second page of the search engine results and click one of the ten web pages on the first SERP. It is therefore of utmost importance that your web page have a high page rank and high SERP position.
SEO and Return on Investment
Pay per click advertising and any other paid advertising tools can indeed get your ad displayed on the top SERP, but they don’t assure you of better conversion rates and sales. For instance, if you pay a penny for every click your ad gets and, on the average, you make a sale of only $10 for every thousand clicks, you’re at the losing end of the deal. Every cent you make goes to your pay per click advertising scheme.
Search engine optimization costs largely depend on how much optimization your site needs, the firm you entrust your SEO to, and the level of competition in your niche keyword. All of these factors are highly manageable and the amount of money you spend for SEO are strictly within your control.
Moreover, SEO has long-term positive effects on your web site traffic. Throughout your SEO campaign, you can try to gain as much expertise as you can on SEO so you can do your own SEO maintenance yourself. In the long-run, you only need to check your niche market trends to see if you are still optimizing your site for the right keywords. If a change is necessary, your SEO experience can be enough to help you make minor modifications.