Search ranking supremacy: Why fighting for the top spot in a Google search result is worth it

Business owners know that the closer you are to the very top of a Google search, the better. If your business is buried on page 10, you won’t see much traffic. If your business is on page 2 or 3, you might see some. The first page gets more. The top spot gets most of the traffic. This isn’t news to anyone.

But exactly how much money is that top spot worth? The smart folks at SEObook wrote a great article about how to uncover the value of the top spot in a Google search for the term you’re after.

It’s a long article and it requires some research, but the information is very compelling. I’ve summarized the five steps they’ve written to find out the value of the top spot, and you can read the entire article at SEObook.

Here are the steps to know how much that top spot in a Google search is worth:

  1. Establish a baseline keyword value.
  2. Know the typical click distribution profile.
  3. Consider factors that modify click distribution.
  4. Tap into the long-tail.
  5. Improve monetization with scale.

If you’re working toward a top placement in Google search for a particular keyword, and if you want to know in advance what it is worth to your business, follow these steps.

Read SEObook’s post How much money is a top Google ranking worth to your business?

Weekly Sales Funnel Challenge: Automate something

The Weekly Sales Funnel Challenge is a week-long challenge for business owners to focus on a specific aspect of their sales funnel for one week. It’s a fun way to keep you focused on one of the most important parts of your business. A new Weekly Sales Funnel Challenge is published every Monday and a wrap-up post is published every Friday.
Weekly Sales Funnel Challenge

A good sales funnel is one that you don’t have to work on very much. Sure, you’ll always need to be tweaking and adjusting and modifying and writing, but overall, a good sales funnel runs itself.

Is your sales funnel automated? Maybe it’s not completely automated but some of it should be. So this week, I’d like you to find some aspect of your sales funnel that can be automated and I’d like you to do getting it up and running itself so you only need to keep an eye on it.

Good luck!

Sales Funnels 101: What is a sales funnel?

As a business, you use marketing activities to capture the attention of prospective buyers and then you use sales activities to convince those prospective buyers to buy from you.

You build a relationship with this potential market and you slowly move them toward a sale.

It’s a relationship – it takes place through several interactions, over time. It’s not unlike a romantic relationship: First you capture the attention of a potential romantic partner and then you woo them until you finally agree to a committed relationship. It doesn’t happen right away (even in cases of “love at first sight”).

In the same way: Your potential buyer goes through a series of mindset changes as he or she first decides that they might have a problem or need, and then slowly comes to realize that you might be qualified to help them, and then finally agrees to consider you as a potential solution provider, and then sometimes agrees to exchange their money for your product or service.

It happens in two basic steps:

The first part of the relationship is marketing: Marketing is attention-getting, positioning work that you do online and offline to raise awareness that you can solve a problem or fulfill a need. The marketing activities you might do include writing articles and blog posts, tweeting, taking a prospective buyer out to lunch, taking out an advertisement in a local payer, and mailing out flyers… just to name a few activities.

The second part of the relationship is sales: Sales is offering a product or service to a specific potential buyer and showing them how it will solve their problem or need. It is the point in the relationship when you ask your potential buyer to take action. Sales activities you might do include a sales letter, a proposal, an agreement, and a face-to-face sales presentation… just to name a few activities.

But this isn’t the whole story. Marketing and sales are the two basic steps but rarely does a potential buyer turn into an actual buyer immediately. (Yes, it happens sometimes, but not all the time). Rather, it’s a progression. It’s a series of interactions over time in which your business increasingly becomes the solution provider.

THE SALES FUNNEL: PICTURING THIS RELATIONSHIP

Your relationship with your prospective buyer is a series of interactions over time in which you show them that you can help them. The sales funnel is a picture of this relationship.

The sales funnel depicts your marketing activities where you capture the attention of a large group of prospective buyers and then interact with them over time until some of that larger group decides to buy from you.

But it’s not JUST a picture. A sales funnel is a guide that not only describes what your typical buyer/seller relationship looks like. It’s also a system that helps you know how to work with your prospective buyers effectively and efficiently. It’s a strategic tool that can help you sell more, at less cost.

Because every business has a relationship with its prospective buyers, every business has a sales funnel. Some businesses never give a second thought to their sales funnels, or they know they have a sales funnel but only consider it to be a “nice-to-know” depiction of the buyer/seller relationship.

But smart companies know that a deep awareness of their sales funnel can help them generate more profit and achieve greater business growth. That’s because a smart business wants to take control of the relationship and help move the prospective buyer toward a purchase. This requires intention and focus and an understanding of what a prospective buyer thinks and how that mindset changes over time.

When you understand your sales funnel, your business with be stronger and more profitable because you’ll be able to design all of your marketing and sales activities to strategically move your prospect buyer through the relationship toward a sale.

Weekly Sales Funnel Challenge: Wrap-up

This week, I challenged you to think about where you placed your paygates in your business. Usually you’ll ask for money before, during, or after delivery of your product or service and I suggested that you experiment with a different placement of the paygate.

How did you do? This one is a risky one and I wouldn’t be surprised if far fewer readers did this challenge. But I hope you did participate because it can be helpful. I recently tried this exact thing and found I reduced my accounts receivables by asking for some money up-front and some throughout the service delivery, in stages.

Even if you don’t completely switch over your paygates to a different method, I’m sure you’ll have found this exercise helpful to know why you are using your specific paygates.