Lots of people monitor their position in the Google results for various search terms which they’ve identified as being important. But whilst you want to be as high as possible, is there a position below which it doesn’t matter where you are? Yes, and for most of us it’s number 10, because the vast majority of Google searchers never click to the next page.

In Why I Think SERPs Should Go Beyond 10 Results on Search Engine Guide, the author argues that the search engine results pages (the “SERPs”) need to serve up more results by default, because they’re not that good that they can provide the best result in the first ten every time. And users are lazy. Whether or not you’re interested in his campaign, the statistics on how few people go to the second page of results make depressing reading for anyone who’s satisfied with having got to number 11 in Google.

We show you how to find out which search terms are important to you, and provide you with the tools to monitor your performance in Google, as part of the Insider Programme. Why not come and join us?

I like this. In Seven Building Blocks of a Destination Website: #2 Usability on the Search Engine Guide blog, the author says that in projects aimed at improving your website’s performance in search engines, if you don’t address usability problems on your site as part of the exercise, it’s “like running radio and TV promos to drive people to a store that is unfinished. The traffic being driven may not be a total loss, but you certainly aren’t getting the full value out of each customer. Many won’t find what they are looking for, others will be frustrated trying to check out, and some may turn around the moment they walk in the door. Usability addresses those issues to ensure each customer has a good experience on your website.”

There are so many aspects of internet marketing where we business-to-business marketers say: “Well, that’s straightforward enough for consumer marketing, but…” and we’re right to say that. But there are also aspects where we have advantages too, and one of those is in generating content for our websites. Getting more content on a site is a huge draw for traffic, both via search engines and external links. And I suspect that your company has a lot of useful expert information it can impart as great content.

Seven Types of Expert Information, part of the Seven Building Blocks of a Destination Website series on Search Engine Guide, discusses some of the information you might be able to create for your website which isn’t sales and marketing material. I bet there’s a lot more than you’d think.