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Eye-tracking Studies

Making the Case for SEO in the New Financial Year

The end of the financial year is around the corner and so as we scramble to finalise 2008-09 taxes and finances, our minds slowly move to the 2009-10 budget.

How much will the marketing budget shrink as most businesses are still feeling the recession squeeze?

Is this the year that you will finally take the dive, scrap the Yellow Pages advertising, redistribute the budget and dip your toes into the world of online advertising?

SEO rankings and your website

We always said that SEO is important, critical, vital to long-term online business success, this time, to be that little bit more convincing we’re going to bring out the big guns to help drive our message home.

It All Begins with Eye-Tracking

There are a plethora of eye-tracking studies being done by Google and a host of top-end SEO companies based in the United States. All you need to do is type ‘eye-tracking studies’ into Google and you will immediately find a number of articles and white papers that discuss this topic in detail.

People finally seem to understand that attaining first page rankings on the SERPs is the first goal to SEO. Any business that tells you that achieving 2nd or 3rd page rankings is ‘good SEO’ should rethink their strategy.

The second goal is to get right to the top of the 1st page rankings. The fact is that achieving top 5 rankings above-the-fold on the first page is becoming more important than ever before.
Why? According to eye-tracking studies, searcher interaction with the search results looks something like this:

  • Given searchers have a limited capacity to consider alternatives they reduce their consideration set to a bite size format that they can process.
  • The searcher will visually scan the search engine page in groups of 3 to 4, starting at the top left-hand corner of the page and moving down.
  • From this consideration set of 3-4 results the searcher then determines whether the search results meet their search query. If they do, a couple of these results may receive a click.
  • 50% of the time, within this first set of 3-4 results the searcher does find what he is looking for.
  • If not, the search continues and the searcher scans the rest of the page, breaking up the results into groups of 3-4.
  • The searcher continues in this manner until the bottom of the page. If a result is not found, the search is redefined and the process commences again.

The Implications for Your Business

If your business controls the real estate on top of the search engine results page, the potential for relevant traffic increases significantly.

Imagine your website is ranked in the top positions for both organic results (through SEO) and pay-per-click results (through AdWords ). You then cover 50% of top real estate on the first page of Google.

So the question is, how much could your business benefit from top search engine rankings? What impact would this increase in traffic have on your bottom-line?

roi.com.au can take your website to the top – just give us a shout and we would be pleased to develop your SEO strategy!