As lead generation experts, we work with a lot of clients who come to us extremely frustrated with their lead generation campaigns.
A lot of these clients are really at their wits end — they’re putting time and money into something that doesn’t seem to be working. Our most common complaint from new clients usually sounds something like this:
“I’ve been doing SEO for weeks [sometimes even months] but I’m still not getting leads. Google just isn’t working for me.”
Or worse yet, they’re begging us to take over their SEO campaign because they think their current SEO company isn’t “doing it right” or is ripping them off.
I want you to know I get it — I totally understand your frustration. When you invest your time and money into something, you want to see results. In fact, you deserve to see results.
That’s why, in today’s post, I’m going to tell you the truth about what it really takes to be successful with generating leads on Google.
Here’s a hint…
It’s NOT just about SEO.
It’s NOT just about your search terms.
It’s NOT just about Page 1.
There’s a whole lot more to it than any one of those things.
But first, let’s talk about some of the most common myths I hear about Google — this is going to help us understand why none of those things alone are going to help your business get leads.
Myth 1: Unlimited Web Traffic/Leads
This is one of the biggest misconceptions I hear when talking with clients about their online presence: “My website will generate me unlimited leads.”
Want to know the truth? Setting up a website and waiting to watch the leads roll in is a dangerous marketing strategy…one that will probably get you nowhere.
Let’s talk about an example as to why this strategy just won’t work.
If you’re focusing on local marketing and optimizing for specific locations, your website will NEVER generate unlimited leads. Why? Simple: you don’t have an unlimited market.
When you’re targeting a city that only has 1,000 people in your market, you simply can’t expect to get 10,000 people visiting your site from that area. Every marketing campaign has a cap.
National franchises are a perfect example of this kind of logic — they will not allow franchises to be sold in locations that have a small population. It’s a numbers game: they know that, in order for that franchisee to turn a profit, certain numbers have to be hit and being in a small market just doesn’t cut it.
If you’re in a highly specialized market, or optimizing for smaller locations, you’ll want to make sure you incorporate additional types of marketing — not just an online presence.
Myth 2: SEO Gets You Leads
Remember I talked about the clients who come to us confused, frustrated, and desperate because their SEO campaigns “just don’t work?”
Those clients all believed the myth I’m about to dive into.
Here’s the thing: doing SEO does not automatically equate to leads…
If I could put this in flashing neon lights, I would.
SEO is NOT a lead generator.
The goal of SEO is simply to POSITION yourself in the right place — that “right place” being Page 1 of Google, of course.
And just to be clear — there is HUGE value in being on Page 1 of Google. I don’t want to undersell that. SEO campaigns that get you those keywords and search terms to land near the top are a really important first step in marketing your business.
After all, when was the last time you did a Google search and went beyond Page 1 for results?
I’ve even talked to people who didn’t even know there was anything past Page 1. Crazy, right? So don’t underestimate the power of great SEO.
But here’s the thing: being on Page 1 means absolutely nothing if you’re not in front of your ideal customers.
That leads us into the next myth…
Myth 3: Being on Google Page 1 Means I’m King
Alright, so you’ve got some great SEO going and you’ve finally landed that coveted spot on Page 1 of Google.
So why are your results STILL flatlining?
If you’re on Page 1 for certain keywords or phrases but not getting results, it’s time to evaluate how you’re optimizing your site.
This is the problem, in a nutshell: if you’re optimizing your site with the wrong keywords, your perfect customer will never find you. Everything is dictated by how your customer searches. And THIS is where a lot of businesses run into trouble.
I get it — it’s hard to play the guessing game on what keyword or phrase your perfect customer might type in. After all, you’re not a mind reader!
This is why you MUST be in tune with who you’re targeting.
I highly recommend investing ten to thirty minutes to work on your customer avatar. It’s one of the most powerful exercises you can do for your business and will help you dial in to your perfect customer.
In fact, this step is SO important that we’re going to offer up one of our exclusive client resources to help you work through it — completely free. Our Avatar Worksheet will guide you in identifying your ideal customer’s demographics, goals, values, and pain points.
Why is this so important? By understanding your perfect customer, you’ll know where to market and what to say that will get them to come to you — without having to “sell” them.
The TRUTH About Page 1 and Google Search
Okay. So we’ve talked about SEO, we’ve talked about Page 1…and I bet there are still some of you out there who are thinking, “I’m on Page 1, I’ve nailed my keywords…now what? That’s it, right?”
Nope. That’s not it — not by a long shot.
This leads me into what I really wanted to cover in this article
The reality of Google Page 1.
Here it is..
You MUST command the NUMBER 1 position on Page 1 of Google — with all the right keywords and phrases — to be successful.
In the image below, you’ll see how much traffic the #1 position site (Top and best position) gets vs. the #10 site (very bottom position of page 1)
Image and Source from Chitika
The smaller your market, the truer this becomes.
Statistics show that if you command the Number 1 position in organic, you’ll attract about 33% of the traffic for those search terms.
That’s a nice chunk of change!
But getting to the Number 1 position isn’t an easy feat. You might be tempted to work on a shoot-for-the-moon-but-land-among-the-stars type deal. So let’s talk about that strategy.
What happens if you move one tiny step down to the Number 2 position in Google?
Your click rates go down to a meager 17%. (See the image above)
You guys — that is just about HALF of what you could be getting with the Number 1 spot. That difference is HUGE and CANNOT be underestimated.
And from there, it pretty much goes without saying that position Numbers 3, 4, etc. get chump change.
Okay, so let’s put this all into context with a real-life example.
Let’s say there are 100 customers a month searching for “how to sell my house fast in Unicorn Valley USA.” If your site is commanding the Number 1 spot for these search terms, you’d rake in 33 of those visitors.
Image and Source from Chitika
(Now, how many of those 33 visitors your website manages to CONVERT is a different story. We’ll save that topic for another day…stay tuned.)
But my point is, anytime we do SEO for clients, we have 3 objectives:
- Get to Page 1
- Get as high on Page 1 as possible
- Get the site to stick there
Of course, these three things all work and interact together. It takes time and effort to get them to align, and it absolutely will not happen overnight.
But I guarantee you, it absolutely WILL be worth it.
We’ve seen this play out in real life in our own personal business in the real estate space. This kind of attention to top-notch SEO has provided the best quality of leads for us day-in and day-out. It produces 24/7 and we’re pretty much hands-off now that it’s all optimized — which makes our ROI off the charts.
That’s what makes Chief Marketing different than any other marketing company out there. We combine and optimize ALL of these strategies to get you straight to the top — so you can stop spinning your wheels on isolated strategies that just won’t work.
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