The Benefits of SEO of numerous. Most people know that being first in search results is important, in fact recent studies show that the first position in a Google search garners a whopping 42% of clicks, whereas the bottom position on the first page earns slightly less than 3% of clicks.
Other studies show that 62% of people click on a search result from the first page. 28% of people click on a result from the second page of search results. Frankly, we think that 28% is far too high. The important thing to remember is that the benefits of SEO come to those on the first page; and not only the first page but the top five positions on the first page. The numbers are frankly all over the place, we’ve seen results like 78% only click on the first page and this is, in our humble opinion, much more realistic. Our clients have seen 1800% increases in sales between page three and page one.
When working with clients we always ask about ROI. For example, a recent wine industry client was asking about the benefits of seo. We like to make sure our clients will benefit from our services, so we asked her what the LCV for her company is (Lifetime Customer Value). In other words, when we drive a real customer to her site, what is the average value of that customer over time? She said $500. The next step is to ascertain how many daily searches there are for her search term, in this case it’s ‘wine clubs’. We took the number of average daily searches, applied a realistic percentage of searches that would click on her top ranking search result, and came up with a prospect click rate.
The next step is to figure out how many people who click on her Google link and go to her site will become customers. That is, actually transact business and become a client. Without sharing her actual numbers, suffice it to say they are quite good. We are currently tweaking her user interface to increase her conversion rates. She’ spending a lot more time fulfilling orders now that sales have increased over 300% and we’re proud to be a part of her prosperity. To her, the benefits of SEO are clear.
Being first in search results is both art and science, we know both.