Google No.1 Position

Today I had an interesting conversation funnily enough with one of my competitors. He just managed to hit the number 1 spot on a highly sought after keyword. However he was just confirming my suspicions while we chatted about reaching the top of our treasured market, the keyword phrase that we all covet. The funny thing though is that his sales weren’t affected by his hitting no.1, his traffic was up but the conversions were low. What does that mean to us? Well first off the keyword was to generic, a very broad term word that usually creates traffic where people are researching that subject. Let’s say the word was “Nintendo” for want of a word. I won’t use the specific word as I respect my competitors privacy on the web. Anyhow, Nintendo. That is a term that all of us have become very familiar with over the last 2 years with the introduction of the infamous “Wee” into the market. However if you are a retailer that sells Nintendo Wee’s, is “nintendo” the ultimate word to aim for. The holy grail of words that is untouchable, the no.1 position where thousands of orders are just waiting. Well, not really. Nintendo is a very broad term, think of how many products Nintendo do, are the customers even looking to buy a console, or are they looking for games. The whole point of being no.1 is to convert, the way to convert is have the right item, with the right information at the right price and at the right position. Make sure that you are no.1 on the right term though, so in this case if you were retailing the “wee” you would optimise for the term “Nintendo Wee” not “Nintendo”. That way you are targeting your traffic, giving people what they want and converting your customers. Not all No.1′s are the best places to be when it comes to generic terms. That’s my thought for the day. If anyone else has an opinion on this that’s different, please drop me a comment and I’ll be happy to discuss it.

Ciao.

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