Last time, I wrote that Natural Search results are a thing of the past. I realize that’s a bold statement but the fact is, they are a thing of the past. I'm going to tell you why, but not before everyone reading this understands what I mean by Natural Search Results (NSR).
When you go to Google or any web page with a Google search query box and type in a keyword or several keywords, the results appear almost immediately. On the results page, we’ve all seen them billions of times, we see results on the left side of the page that are not part of the “Sponsored Links”. The “Sponsored Links” area is almost always at the very top and on the right-hand side of the page. The rest of the page, on the left side, is the Natural Search Results area.
If your web site's landing page can be found on page one of the Natural Search Results, which of course you don't have to pay for - at least not to Google - consider yourself very fortunate. It has become nearly impossible for most companies to get their landing pages consistently listed for free, if at all. And those that are listed pay dearly to get there either by spending their own time optimizing their page, which means staying on it often day after day or by sending their hard-earned cash to an optimization company that cannot honestly guarantee consistent results.
And don’t expect results if you are listed on the second or third pages because of this simple fact: The vast majority of people searching the Net on Google find what they are looking for on page one.
And here’s another fact: Most are not even looking at the Natural Search Results. Nope. Not looking there.
Think about this: You do a search for something you are interested in. Which results are you going to look at – those located in the Natural area that are much more difficult to read quickly – or the ads in the Sponsored Links area that are all consistently uniform and easy to read– they all have a title, two lines of description and a URL? Well, if you are like the majority of Google searchers, you are reading the search page across the top and down the right side. Google has changed the way you scan a web page – and they did it without ever telling you.
And what does Google call its Sponsored Links advertising solution: Google AdWords. Its how Google makes oodles and oodles of money.
So, today, October 9, 2007, I am formally declaring the death of the Natural Search Results. If your desire is to consistently deliver relevant traffic to your site’s landing pages, don’t even consider the Natural Search Results. Instead, start considering Google AdWords, because if you don’t, I promise you this: Your competitors will.
One more thing – if you are going to optimize your landing page, don’t do it for the NSR. Do it for this reason and this reason only: No matter how much relevant traffic you deliver to your landing page, regardless of how you drive it there, it’s going to add up to nothing if that landing page fails to motivate your potential customers to take action.
In my next entry, we’ll talk more about landing page optimization.
On Monday, October 15 at 3pm ET, I’ll be hosting a Webinar entitled “Google AdWords: Why and How to use this Valuable Tool.” This free Webinar will provide more data on why AdWords is the best choice for delivering relevant traffic to your landing pages. It will also teach you how to use the tools. I’d strongly urge you to consider attending.
Click here to register.
See you next time.
Wes
603 778 7000
