Consumer decision-making starts with search. Google in particular has become the ultimate chauffeur, driving us from all of our questions to potential answers. These answers range in value from broad to specific, and they may depend heavily on a number of instantaneous factors beyond the control of any one business, including but not limited to: the way a search query is phrased, the searcher’s browsing history and location data, the current ranking methods of algorithms, reported usefulness, and more. It can be impossible to account for everything. And despite the numerous possibilities, each query ends with exactly one front Search Engine Results Page (SERPs).
By default, Google displays 10 organic search results alongside paid ads on their first page. On average for any given search, anywhere from seventy to ninety percent of click-throughs come from this first page. There is immense value here for driving traffic to your website. But how can your business’s online presence crack the top ten? Most SEO agencies and articles would have you believe that installing a few plugins and using the right keywords will rocket you up the rankings. At Outpace, we know it isn’t always that simple. Your SEO value is always measured relative to the competition. If you are within a highly competitive search field, remarkable execution of standard SEO practices may not be enough to climb over those in front of you. This is the Art of War; you must channel opportunities through other search paths.
