Online marketing has a resemblance to brick and mortar store marketing. Let me show you why, using a fictional bakery as a guide.
If I wanted to open up a brand new branch of ‘Dave’s Doughnuts’, I would want to do plenty of research to find the best location to put my new store. There are any number of high streets and retail areas within a hundred mile radius of my chosen area, so how would I choose? There are a couple of factors which I couldn’t ignore. The first is footfall. How many people would likely go past my store on a given day, week or month? The second would be the cost of property that I wanted to rent. How much does one location cost compared to another? Ideally, I would want a location that had high footfall and low rental costs.
We can think of online marketing with Google in a similar way. With ‘Dave’s Doughnuts’, we talked about footfall, the number of people going past our store. With Google, this is the same as the number of people that search for a particular term in a given period. If we had a result on the first page of Google for a given term, how many people would see our result in a day, week or month?
I also mentioned the cost of a store and how this compares between high streets. The same applies for Google. The level of investment in trying get to the top page in Google depends on how competitive that search term is. If a particular term is incredibly competitive, and a lot of sites already score very well with Google for that term, then the cost of attempting to rank highly with that term could very well be prohibitive. If the competition is low, it could be relatively simple, and cheap, to get to page one on Google.
On a high street, there is a link between footfall and rental costs. It’s obvious that the majority of retailers would want a location with high footfall. As more retailers want to rent a spot in such a location, this increases demand for the property, which in turn pushes up prices. The same principle is seen with Google. As more and more businesses want to appear on the first page of Google for a well searched term, more and more investment is put into appearing on the top page, which in turn increases competition. As competition on Google increases, you need to put more work, and therefore investment, into appearing on the first page of Google.
Understanding how search volume and competition affects your ranking with Google is essential if you are to attempt to develop an online marketing strategy that drives engagements. We can help you with this. In our next post to be published this week, we will look at your websites sales funnel, and why this should be top of your agenda.