To start with in simplest terms, what's the point of a website without traffic? Generally not much, as far as I am concerned. If you spend your wad on that fancy new car and have nothing left over for gas, you’d better be in shape to push it around town my friend. Regardless if it is Paid or Organic (natural search), you will need to consider search engines as a viable traffic source during the website's life cycle. Consider that the search marketing industry itself is still growing some 39% worldwide and as such, natural search considerations (the more desirable of the two) are constantly increasing pressure on business and web site owners to upgrade their offerings in an effort to further compete in the marketplace.
So what are the core values of SEO?
I suppose if I were to explain it, strangely this is the case at the moment, I would have to put the valuations into two camps; the ‘traffic value’ and the ‘implied value’. While the main goal of SEO is to attain (targeted) traffic, there are a few other more intrinsic considerations to be had;
Traffic Value; There is a variety of data I have run into over the years and one thing is fair to say; Organic Search traffic accounts for anywhere between 65-80% of all traffic to most successful websites out there. In a study from last year, respondents said they chose a search result prior to query refinement as such;
23% only looked at the first few results
39% said they only look at the first page of results
19% looked through the first 2 pages
9% only went up to the first 3 pages
10% went more than 3 pages deep.
That’s a full 61% for the first page of search results and a total of 90% only going as far as the third page. This trend towards impatient searching was shown to have increased year over year since 2002. I would expect as much really – with search engines striving to be more relevant, searchers will expect more. The end user is also getting more savvy and educated in how they search. The top 3 pages are Gold I tells ya.. Gold!!
Further to that, I have seen studies that suggest organic traffic actually converts better at some 10+% compared to it’s clicking cousins. Regardless if those facts are ‘best case’ scenarios, it outlines the general power of organic search traffic over other forms of acquisition. This is the basic angle towards the obvious, but what lies under the canopy? As with any data, we can even skew the results to the weak side a few points -- and still there is still a very strong argument to be made as to the true competitive value of ranking attainment in the organic search-o-sphere.
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