Understanding The Google SEO Content Page Ranking Process

July 20, 2020

This article could have just as easily been titled “how do I really get more visitors to my website?”, because that’s the only reason people establish a spend budget on the Internet in the first place.  So, let us talk about a few key points your small enterprise must consider in order for SEO to actually work well.

Point 1:  Does SEO work?  Actually, it depends.  Yes, in certain cases it works, and if you want proof, you are likely on Tucson Bizz right now reading this content because of our SEO efforts.  This means that you have just participated in our SEO campaign, designed specifically for businesses in Tucson, Arizona, a campaign that has been underway since 2017.  So, there’s a 99% chance you landed on this page because you either (a) found us on page 1 of a Google search for technology services in Tucson, (b) clicked a link from one of our social media profiles on sites like LinkedIn or Twitter or (c) you clicked an off-page link from another site in the ether that brought you here.  So, yes, SEO works, but it did not happen overnight and what you cannot see is the amount of work that was done to get you to this page today.

Point 2:  One could argue a hundred different ways how to get more people to your website, and there are not enough hours in the day to talk about the pros and cons of each, but at Tucson Bizz, we believe there are really only three ways to elevate your site on the Google search results from page 420,829,203,778 to page 1, sarcasm intended.  

The first is buying ads directly on Google to take your web page to Page 1.  This is called Pay Per Click, or (PPC) for short, and this is how Google pays its employees, buys big office buildings, and buys all their toys.  It is fast, it works, but it is not free.  Depending on your service or product, it can cost you anywhere from $2 to $3 per click or North of over $30 per click.  As an example, if you land somewhere in the middle, and if you get 10 clicks a day, that $4,500 in ad costs per month, so ultimately, if you are selling a $100 product or service, will a PPC campaign increase MoM sales by at least 45 units per month?

The second option is organic search results.  Organic search is basically the opposite of Google Ads.  Your site still appears in the search results, but without paying for the position.  Organic traffic comes as a result of having stellar content that the Google algorithms index, being tagged as a trusted source and having your site up and running for a couple of years.  These, along with a lengthy list of other criteria determine how high your site places on the page ranking results.  Organic works, but it works better for companies who have been established at least a few years.  If your company is relatively new or a start-up, organic is going to be much more difficult to achieve.

The third is Search Engine Optimization (SEO), and as its name implies, SEO is about “optimizing” your site, so it ranks higher in search result pages.  This is accomplished through numerous tactics including creating the right meta data, building related content, speed optimization, blog posts, backlinks, on-page and off-page, social signals and more.  What is important here is understanding that SEO, generally speaking, is not rocket science, but it is time intensive.  The amount of time needed to tweak the site meticulously and continuously, so it becomes “optimized” is ongoing, particularly since Google is continually updating and improving its algorithms, some of it known to the public, some of it not.  Also, beyond Google, which clearly controls nearly 90% of the search engine market, there’s Yahoo Search, Bing (Microsoft Network) and  DuckDuckGo.  Even Lycos, founded in 1995, is still alive and doing well.  Typically, SEO begins to show dividends after the first 2-3 months, with your company links being found on page 2, 3 or 4 of the search results.  That said, however, no one’s interested in page 2, 3 or 4 placement anymore, particularly with the ever increasing competitive marketplace.  Page 1 remains the most coveted position since it is where 90% of people make their first click.   

To learn more, contact us at 623-845-2747

John Tomblin, CSM