Thursday, 3 September 2020

Aiming for the Top-Spot On Search Engines? Time for a Rethink

If your business is involved in SEO, chances are you share the same goal as everyone else. That being, to climb right to the top of the rankings to the number-one position.

It’s no secret that the higher the ranking, the more likely you are to win the lion’s share of traffic. With three-quarters of web users now refusing to look beyond the first page, this really is the place to be. 

But what if we were to tell you that fighting tooth and nail for the top-spot isn’t always the best way to go? What could be more important than doing whatever it takes to claw all the way to that prestigious number-one spot?

Particularly if this is the main goal of your SEO strategy, it could be time for a rethink…and here’s why:

It Might Be Impossible

First and foremost, actually getting yourself to the number-one position could be impossible. There’s every chance that whatever your niche and specialist area, you’ll always be outperformed by a bigger rival. If their SEO spend is literally 100X yours, you can’t expect all the strategy in the world to give you the upper hand. You could throw every penny you have at your SERP performance, but it might not be enough. Painful as it may be, it’s sometimes necessary to accept the top-spot for certain key words is completely out of reach.

SEO is Unpredictable

A strategic SEO campaign should be all about solid performance and measurable improvements. The SEO landscape is just too unpredictable to have such a stubborn and specific goal in mind. You spend more than you can afford boosting your SEO strategy, you finally hit the top-spot and you’re happy. Only then to watch Google alter its algorithm and drop back to your prior fifth position. If you can reach a strong position and hold onto it, you’re golden.

Position Zero is Better

The interesting thing about position-zero is that not only is it better, it’s also more achievable. Check out a few position-zero pages and you’ll see how comparatively few come from the biggest brands and businesses out there. If you can offer something that perfectly answers the question being asked, you’ve every chance of hitting this prestigious beyond-top-spot. Lists, top-tens, detailed snippets – all great for attracting Google’s attention. If planning on campaigning for the top-spot, try campaigning for position-zero instead.

Hedge Your Bets

Last up, campaigning to hit the top-spot for one particular search term means investing heavily in this one term. In the meantime, search terms and keywords of enormous value could be denied your time, effort and attention. You may dominate the rankings with this key term of interest, but what about the rest? What if you end up on page two or three for a bunch of other major keywords and search terms? Rather than attempting to rule the roost with just one or two terms, think about hedging your bets with a more widespread approach to your SEO strategy.