Sometimes it’s worth taking a step back and reminding ourselves of a few truths about our websites. These are, after all, the gateway to our companies, through which the majority of customers pass – many of them for their first experience with us. With so much going on, sometimes we can’t see the wood for the trees.
Here’s one we all need to remind ourselves about: nearly every website visitor comes from the same place – search engines. Look at your website analytics. Take out any pay-per-click advertising (which is just buying traffic), and you’ll find that probably 70% to 90% of visitors come through Google search alone.
There might be hundreds of sources of visitors. All but one add up to very little. All of those off-line sources (such as print) probably come to no more than about 5% of your visitors. All of those links from other websites probably come to no more than about 5% of your visitors. All other search engines combined often provide no more than about 5% of your visitors.
I don’t meet many people who fully understand the implications here. To be honest, I often forget them myself. In effect, the entry page almost everyone sees on your website is nearly always the second thing they see from you – the first being those four lines on a Google results page.
You can’t spend enough time or money on doing better in Google.