SEO, or search engine optimisation as it is sometimes called me be finally coming to an end. It is an industry that was born almost the same time as popular search engines like Google started gaining popularity with the general public in the need to get relevent search results fast.
Back in the day Google wasn’t the complex beast it is now, it was pretty straightforward to manipulate search results by staying that one step ahead of the search giant by building backlinks and adding your website to directories all over the place amongst other black/grey hat strategies.
Roles are reversed now, seo companies are now having to wait for updates and look closely at algorithm changes to work out the best strategy for keeping their clients on the all important Page 1.
Why being on page 1 is so important.
If we look at the importance of being on page 1 of Google for just a minute. The top 3 places on Google (position 1,2 & 3) have a click through rate of something like this:
Position 1 (will receive 45% of clicks)
Postion 2 (will receive 30% of clicks)
Position 3 (will receive 15% of clicks)
The remaining 10% of clicks will be spread amongst the other listings on the page so you can see why it is so important to be on that all important Page 1. Google realises this need, if you imagine this scenario:
A user goes to Google. Types in “lcd tv”, since 90% of all of Google’s revenue comes from advertising it is not in their interest to list your website on the first page unless you are paying for the privilege, they would rather sell advertising space (Adwords), why wouldn’t they at £2 – £3 a click?
This is the very reason that even legitimate websites concentrating on good quality content, as recommended by Google will not get a consistent lookin at Page 1 action.
If you look at the last 18 months or so, Google has had you classify the area your business operates in (Google Places), they can now make sure that if you sell pink widgets in Putney then there is no point listing you for pink widgets in Peterborough.
Every update that comes from Google will see websites going up and down the rankings by as much as 20 pages (200 places) with little or no reason behind it. More companies will assign budget to adwords and Google will become a whole lot richer.