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The Impact of Your Rankings

With your host, Kyle Van Deusen

Improve Your Online Presence
Improve Your Online Presence
The Impact of Your Rankings

In This Episode...

Learn how the ranking of your website could mean all the difference in the return on investment you get out of your website in the long run.

Show Transcript

Today I wanted to talk a little bit about the most common thing people ask me about when they’re wanting to get a website developed. So you know, typically when a new prospect comes into my business, I have a lot of questions for them. Trying to really understand what it is they need out of a website is really important and figuring out what kind of solution is going to help them achieve those goals. 

I have a few, I have a set of a few questions that I will ask any prospect as they come in. And the one that I get the most similar response to is when I ask them “why do they want a website?” And most of them will say because they want to get their business found online, seems pretty obvious.

If you want a website, you want people to find you online. But having a website, where people can go look at your stuff online, and having a website where people can organically find it online are two completely different things. 

There was a point in time when you could build a website and it would get found in search results just by it existing, but that time has long gone. But the myth of if you build it, they will come still kind of exists today, even though that’s not really applicable anymore. 

Online today, there’s almost 2 trillion websites and every single day about 5 million new pages or articles or posts get published. So when you look at how big the internet is, it’s really hard to imagine exactly how somebody’s going to find your page in that sea of online content. And that’s really what it comes down to.

If you want to get your business found online, you have to somehow stand out amongst 2 trillion other websites. Now, of course you’re not trying to get the attention of every single website user and what somebody is coming to your website for is probably different than a lot of other websites out there, but rest assured that whatever things you want to be found for online, there’s other people that also want to be found for those things. 

It might just be the local competition in your area, but you’re not the only one trying to get eyeballs on your website. 

And when we talk about this, what this really comes down to is search engine optimization. What SEO is, is really a competition between you and all the other websites online that are trying to get visits. The more optimized your site is, the more likely it is that Google will place it high in their rankings and the higher you are in their rankings, the more likely someone is to visit your page.

Now to kind of illustrate this point, I want to compare the top result in Google, the number one result on any given search query, to the number 10 result, which is the last result on the first page. 

The number one result on Google gets around 30% of the clicks. So if somebody does a search on Google about 30% of the time, they’re going to end up clicking on that very first result. Now in comparison, the 10th result gets about 10 times less clicks. So if we look at this and do some simple math, you can see how important it is to really be at the top of the search results. 

Let’s say there’s a search phrase you’re targeting that gets about a thousand searches per month. So a thousand different people were searching for that exact thing on Google. The top result in Google will end up getting about 300 visits and the 10th result in Google is only going to get about 30.  You can see there’s a massive difference there in the amount of traffic you’re going to get to your website based solely on where you are in search results.

If we do a little bit of math further into this and how it relates to your business actually making money from your online presence. Let’s, let’s look at an example. 

Now, let’s say you have a product that costs a hundred dollars and about 10% of the people who visit your website end up becoming your customer. If you’re that top result in Google and a thousand people search for it, you’re going to end up making about $3,000 per month on that product. A thousand people search, 300 people click on your listing, 10% of those buy, it’s a hundred dollar product, you get $3,000. 

However, the number 10 person in that search result only gets $300.

When you extrapolate that to a whole year, the number one spot ends up making $28,400 more than the number 10 spot. 

This is a simple, a simple bit of math, but your product could be a whole lot more expensive than that or there could be a lot more search traffic for what you sell and that doesn’t even take into account the fact that most people that become your customers aren’t one and done.

They’re going to have some kind of customer lifetime value, meaning that they’re going to come back and buy from you again and again. So you might only have to capture them one time to be able to make that a hundred dollars sale over and over again, which really multiply the amount of results. 

Now at this point, you probably realize how important it is for your website to be optimized. But learning exactly what to do to optimize it is opening up a whole other can of worms and honestly there’s so much you can do for your website to optimize it that we couldn’t fit it in one single podcast. 

Google has over 300 things that it takes into consideration when it’s deciding where it’s going to place a page in its search results, but there’s one point I want to make sure to drive home in this episode and that’s that.

Your website doesn’t have an SEO switch that’s either on or off. It’s not binary. SEO really is a spectrum. There’s no page that has zero optimization or there’s no page that’s finished being optimized. Every page lies somewhere within that spectrum. 

You can always be doing more to further optimize your website. In fact, I’m constantly doing things to optimize my website. 

This could be things like writing new content from our website, updating old content, trying to get my website listed on other people’s websites, people linking back to me or getting directory listings where people can find my website. 

All of those things play a factor in to how Google sees your website and the authority of your website and also from just a technical standpoint if the things on your website are set up the right way where Google can easily understand the information that’s on your website, that it’s structured properly, all of those things give you a better shot at being found in the search results.

Like I said, this is a much bigger topic than we could tackle in one small episode, but I did want to at least give you that piece of advice and that thing to remember that SEO really is a spectrum and there’s no honor off switch for it.

 If you have any more questions about search engine optimization or you’d like to further this conversation with me personally, you’re always welcome to email me at [email protected] and I’ll be happy to have a conversation with you on that. In fact, I have some great guides and resources I’ve put together that I can share with you as well as some articles. 

Of course. If you have any other questions, I’ll be glad to answer those on future episodes, you can email me at [email protected] and I’ll be glad to cover that on a future episode. 


Kyle Van Deusen

For the past 15 years I have helped businesses like yours increase their online presence through powerful websites that help you easily, effectively, and affordably grow your business.

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