Recently, Experian Marketing Services issued its 2013 Digital Marketer Report, which has provided search engine marketers and small businesses alike with some interesting information. In short, the report essentially says what we’ve known all along, if you can’t climb the rankings, no one is going to click on your site. However, the report pounds the point home using some eye-opening statistics:
- For every Google search made, the odds are one in five that the searcher will click on a link leading to Amazon, Facebook, YouTube, Yahoo, or Wikipedia.
- Approximately half of the time someone searches, they click on one of the top 500 ranked sites in the world.
- About three-fourths of the clicks go to the top 10,000 websites in the world.
What We Can Learn From the 2013 Digital Marketer Report
So what exactly does that mean to you, the small business owner looking to get his head above water in the land of Google? Well, there are a few key takeaways here.
- If you aren’t trying to get to the top, you need to be. Do you have a plan for climbing the search rankings? If you don’t, then you won’t. And if you don’t, then you’re missing out on customers and profits…and you had better have an alternate plan.
- The more niche you can go, the better off you are. Search engines aren’t getting any less competitive. In fact, as the numbers suggest, it’s more competitive than ever. So if you are going after highly trafficked keywords, it’s going to prove difficult (if not impossible) to get your head above water. With that in mind, the smaller the niche you can find, the better off you are. Why? Well, there are less people fighting for those search terms. You can be a big fish in a small pond, rather than one of trillions of fish in a pond where there’s no way a fisherman’s going to catch you (how do you like that metaphor?).
- You need to be using those top 5 sites. You probably aren’t going to beat the top 5 sites. But you know what they say: if you can’t beat them, join them. For instance, you should be producing YouTube videos as part of your social media outreach. And you don’t necessarily have to launch some high dollar campaign. They can be simple educational webinars or whatever. Just something to get people in your industry sharing, and to get your name popping up with those YouTube videos when people are searching.
Same thing goes for Wikipedia and Facebook. Get active so your pages pop up instead of someone else’s. Remember, people visit Facebook pages to find out who you are. And they go to Wikipedia because it’s a hub for all sorts of useful information. Make use of it!
What can you take away from the 2013 Digital Marketer Report?