The financial gain from a position in the top 5 search results for a major keyword can be very substantial, one example is a keyword that went from the bottom of the second page to the 4th position on Google.
A client’s website had a ranking of 18 for their primary target keywords on the second page of Google’s natural search engine results. Considering the number of companies competing for a high ranking on this keyword, a position on the second page seemed like a good accomplishment, but the volume of sales leads was disappointing.
SEO Works
A marketing strategy focused optimization efforts on improving the natural keyword ranking for this one target keyword. After some time and effort, the ranking for the keyword first moved to the number 9 position, and then to the number 4 position of the first page search engine results. The improved search engine ranking for this single keyword generated an increase in sales leads far more than expected, which subsequently converted to an increase in sales revenue amounting to over $1,000,000.
Tracking the Moves
The list below shows the search engine ranking relative to the number of sales leads that were generated from the company’s primary target keyword:
- Nov 08 – position 18 = 6 leads
- Dec 08 – position 9 = 31 leads
- Jan 09 – position 9 = 126 leads
- Feb 09 – position 4 = 102 leads
- Mar 09 – position 4 = 207 leads
- Apr 09 – position 4= 221 leads
Summary of Results
The increase in the number of monthly sales leads can be seen as the target keyword ranking moved up over the six month time period. The full benefit of the keyword moving from the 18th to the 9th position is reflected in the January total because the change occurred later in the month of December. The same applies to the move from position 9 to position 4 because the change occurred later in February.
For marketing managers and business owners who are wondering about the difference between having a major keyword listing on the first page of search results compared to the second page of results, this case study should provide some insight based on our experience.
It also shows an example of the potential benefit from having keyword search results listed above the fold of a web page as opposed to below the fold where viewers must scroll down to see more search listings.
Based on these results, there is clear evidence that a higher organic search engine ranking can dramatically affect sales lead generation and company revenue, in this case over ,000,000.
Written by Rick Smith: Online Advertising Agency, Auto Dealer Website SEO, Internet Marketing Services.