There are several obvious ways to answer this question, which I will go through quickly, but I am most thinking about the not so obvious answers. The very obvious answer is that you can measure the value of a ranking, in its raw form, as exactly how many sales/leads you derived from that exact ranking and the long tail searches from the root of the term. For example, if your target search term is “men’s suits” and you received 200 orders last month because you were ranked number two, you would count those orders. From your analytics account you would also likely see 500 more orders with the term “men’s suits” in it but they would be terms such as “find men’s suits”, “buy men’s suits” and “men’s suits online”. The long tail searches usually far surpass just the root term and the sales from these would be counted as well. The simple answer for this question would be last month you received 700 orders from the term “men’s suits”.
The above answer is the most common one provided by all search engine managers and I must say is absolutely sound. The most overlooked answer though is that ranking provides credibility. At this point people pretty much believe that Google and Bing know what they are talking about. Google and Bing spend a huge sum of money to put the most relevant and accurate information in front of their users. If a person searches for a vacuum cleaner and Google returns results of a bunch of stores, then clearly these places must be the most relevant, best reviewed, best serviced stores to visit? Well maybe not, but that is certainly the perception right? If not, why isn’t anyone going to page 3 to check out those stores? Because people trust the results that Google and Bing provide. They believe the top rankings are the best of all worlds.
In today’s world we are all multi-channel marketers. We use every channel we can to communicate with our customers. Many of these channels lead to the website or a phone call. Let’s go back to that person searching for a vacuum cleaner. Did you know there are several that cost over $1k! Yikes!! You can be sure that a wise consumer will do some serious research before they drop a G or more on a vacuum. If they search for “best vacuum”, “vacuum reviews” etc. and each time we show in the top 5 above the fold, we are establishing that Google and Bing find us to be the best choice.
Rankings are now more than just sales. They are method of branding and recognition. A top ranking produces up to 100 long tail rankings or variations. All of these variations give us views from our potential prospects. Advertising, which is what good rankings are, is about exposure of our brand to our target audience. Each exposure increases the likelihood that we secure a new customer.
For more information on why you need good search engine rankings, call us at 1-800-978-3417 or Contact Active Web Group and let us help you!