Everyone wants to be number one, especially when it comes to ranking on search engine results pages (SERPs). Google, which at the beginning of this year owned around 75% of internet search traffic, fields more than 40,000 searches per second, every second of every day.
That’s a lot of potential customers! But before you start shelling out tens of thousands of dollars on your ascent to the top, here are a few things to consider:
- Paying to be at the top doesn’t really work. 85% of clicks on Google go to organic results, not pay-per-click advertising. That means that although PPC can be an effective strategy for high-purchase intent queries (people who are looking specifically for your company page to buy something from you), it doesn’t resonate with the rest of those potential customers.
- The first page in Google gets 91% of search traffic. After that, the numbers drop off fast — page two gets about 5% of traffic and page three only gets 1%, so on and so forth.
- 36% of the clicks go to the very first result, with 12% going to the number two seat.
So what does any of this mean for your company? Two things:
First, getting to that top organic position on Google and competing search engines is critical, and worth every dime you want to throw at it.
Second, if there is negative brand sentiment on the first page of search results when someone searches for your company, you’re hurting your sales.
We know that 88% of consumers consult online reviews before making a purchase, and that they trust reviews far more than the company themselves, and sometimes more than first-hand accounts from their friends and family.
- 52% of respondents to a recent survey said friends’ recommendations influenced their buying decisions
- 48% said consumer reviews influenced their buying decisions
- Only 24% of people said they trust advertising
We like to use this example: If you’re Esurance, and the fourth organic search result for your company name is “452 complaints and reviews about Esurance” with a sub-2-star rating attached, and of the first three results for the query “Esurance reviews”, two have overwhelmingly negative brand sentiment, a good amount of your search traffic may be headed somewhere else.
Partnering with third-party review sites like ConsumerAffairs.com serves a dual purpose. First, it gives your brand the spotlight on a high-traffic, high-domain authority site, which will boost your search rankings. Most of ConsumerAffairs brand partners see their profiles in the top three search results for their brand queries within 45 days of beginning their partnership.
Second, it gives you an opportunity to create and showcase an unbiased source of positive sentiment toward your brand in the organic search channel. That little four- or five-star icon that pops up next to your ConsumerAffairs.com search result is a powerful piece of social proof that can supercharge your marketing message and significantly boost your ROI.
If your marketing team needs help getting started with a smart organic search strategy, contact ConsumerAffairs for Brands to find out if our partnership is a fit for your needs. We work directly with brands to expand visibility in organic search and build positive brand sentiment with a lasting impact. And, don’t forget: