By Michael Murray, VP of Fathom, a search engine placement companySummary:
So you have numerous keyword phrases that appear in the top 30 of search engine results? Congrats! But getting to the top 30 is only half the battle. Research shows that most visitors will only focus on the first page, or top 10 of results, so it is important to continue your search engine placement efforts to climb higher into the first page, or even the coveted top 5 or 3 of results for your targeted search terms.

Search engine placement specialists will tell you that you need to be in the Top 30 or you can pretty much give up any hope of getting a visitor to your web site.Yes, there is truth in that Top 30 search engine placement goal. Occasionally, a potential customer will make his or her way to the #30 position in search of a particular product or service. The odds just aren’t that high.

Yet, industry research and ongoing search engine user behavior analysis shows that most people will focus on the first few results. Who can blame them? It takes a great deal of patience to wade through the rest of the options.

It’s going to mean a great deal more if you can get that prized search term in the Top 10 (first screen) or even the Top 3 or Top 5 with the right search engine placement strategies.

With so much competition, is that even possible? Yes – if you’re realistic. Here’s the key: don’t spend an inordinate amount of time in the single keyword “cars” if you offer something more specific, such as “automotive accessories.” According to the search engine placement experts, you will stand a much better chance of getting that coveted top spot with a more reasonable search phrase.

Don’t ignore those single words if they really represent what you do. Generally, single words have a fighting chance if other search engine placement factors are rooting for you along the way, including pages with lots of content, options to include content up high, other pages featuring the same keyword, a domain name with the keyword, a page name with the keyword and plenty of link popularity built around the keyword. You just have to tie it all together.

Obviously, fewer people search for “automotive accessories” than “cars.” But you’ll be able to reach more search engine users – and prospective customers – if you frame most of your search engine placement strategy around specific search engine phrases that adequately reflect what you do. Join the Top 10 Club and reap the benefits.

AUTHOR BIO: Michael Murray is vice president of Fathom, a Cleveland, Ohio-based search search engine placement firm. He authored the “U.S. Manufacturers Resist Natural Search Engine Optimization (SEO) and Online Sales Leads” study and a white paper, “Search Engine Marketing: Get in the Game.”
michael@fathomdelivers.com