Number one in Google.

On the first page, or the first position. Is a number one Google ranking important?

Let’s see…. “Ranking” in search engines is only valuable if you are targeting keywords correctly. And, even then – it may still be pretty ‘useless’. Surprising? I hope not.

Useless? I’ll show you why.

For example, I am #1 in Google for the term “high website rankings”. I have been there since 2006 (August). Check it out.

Bullshit.

And, what’s more impressive, search term returns from 128,000,000 (million) web pages. Woohoo! But, as you’ll learn, it’s all “bull” and “fluff”.

Why is having a top Google ranking not what it’s cracked up to be?

I once impressed a prospect (big B2B company in HR industry) with this example: I typed the keyword above into Google and the overhead projector displayed it prominently #1 on the wall – and with a big “gasp” from the executive round table I was presenting to. The CEO wanted to hire me on the spot. When I told him and his key business group it was all B.S. – well, they really listened.

See – nobody searches for that keyword term. It’s basically “useless”. That’s why it doesn’t matter. And, the 128 million pages? Also useless – don’t let anybody fool ‘ya. Those are pages that contain terms (high, website, rankings) separately on pages that Google has stored in their index (database). Of course, it would be millions of pages!

Now, why do I keep the domain? Well, to see how long I stay there (;-)) – and to present this case study of why bad keywords don’t matter – and good keywords do – and page counts don’t.

Now, to be #1 for a term like “google rankings” will be likely better. I say “likely” – because you may not still be able to convert that page into business. That’s all about “conversion strategies”. Key terms don’t matter either – if you cannot convert the visitor into your desired action(s).

Conclusion
Rankings don’t matter when there are no searches for “your” keywords. Optimize long tail searches instead, and learn how to convert those via “copy that sells”, “videos” and “matching the audience’s original intention”. What were they thinking going into search, and what were they looking for when entering your keyword in the first place?

Keyword searches are navigational (typing directly into browser), transactional (e-commerce related) and informational (“how to”, etc). Which one are you?

P.S.

If you like my blog, will you tweet about it? Thanks in advance.

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Entrepreneur Magazine says Jon Rognerud is one of the most sought-after Digital Marketing Experts. His clients extend from high-end brands and middle-tier businesses in both B2B and B2C. His SEO website optimization book, "The Ultimate Guide to Optimizing Your Website" from Entrepreneur Press is in bookstores now.