The importance of being #1 on Google
The demand for top position
A frog grimaces every time a client appears and haphazardly states "I want to be #1 on Google".
To start, usually the company hasn't thought through what terms they want to be #1 for. (Let alone that statistically more people click on #2 anyway).
In the past few months, we have had people request to be #1 for "network" or "group". Seriously, why you would want to be #1 for the word "network"? How likely is it that an individual searching for "network" alone is going to purchase or buy what you have for sale? You need a better long tail philosophy driving you.
In addition, there is no ONE Google. There is Google.ca, Google.com, there are localized Googles, there are searches within Google. You can be logged into Google (which changes the results), you can switch Google's, you can ask for results from one specific location.
Of course, we haven't even started discussing BING yet.
Exacerbating this, Google changes dynamically every time you make a request. Depending on who you are, where you are, and what time of day it is, Google gives you different information. Damn Google is good. Google is doing its best to get you, the searcher, the best information they can - and making sure the results are geared towards you at that time in that location.
Given Google offering email and DNS services these days - pretty soon they will know if you are eating a ham sandwich or not. (If they don't already). And they may change their search results based on your sandwich type.
The funny part is, Treefrog can certainly be your sherpa and get you at #1 for a word. Check out some of our SEO Winning clients.
But seriously, the answer is simple. Here is what I call "Sean Stephens key rule to always being #1 on Google";
Rule #1: You need to have the best website in your industry.
Seriously, if you don't have the best website for your given keywords, ethically you shouldn't be in the #1 position. Google should give it to the best website for that search in that location, because that website is the best place for the searcher to find the information they are looking for. That's the whole point of a good search engine.
After all of this is said and done, however, there is one key realization which everyone knows in their heart of hearts but has not yet fully realized;
Rule #2: He who is #1 on Google is perceived as being the best product.
This is very important - if your competitor's website is higher in the search criteria, the searcher will immediately assume they are the oldest and most established company with the highest quality products. Back to rule #1: have the best website.
And equally important is the final rule;
Rule #3: Your website is never completed.
You need to have the best website, with a strong ethical philosophy behind it. You need to regularly love and maintain it. And you need to push every button necessary to get into this position.
As a side note, it is almost impossible to completely guesstimate what it will take to be at #1 position on every instance of Google. Although a good website, geared content and a sprinkling of SEO will help, you never know what Google might throw you, or when it might happen.
If you have a website, make sure you are fighting the right battles, and make sure you have a philosophy to succeed.
And make sure you are #1.
Posted 23 July 2010, 2:51PM
