When determining the difference between the number two and number one positions on Google, there are two different significant perspectives from which to approach this topic. The first perspective would be the difference in traffic that each position generates and the bulk of this article will be dedicated to this. The second perspective would be to view the topic from the point of the difference in the amount of work necessary to move from the number two spot to the number one spot. Ultimately the benefits of being in the number one spot will be weighed against the work, effort, time and funds it would take to achieve the move from #2 to #1.
If you own or operate a website you have heard the term SEO (Search Engine Optimization) which simply refers to the systematic strategies that are used to create optimal search engine results when users search keyword phrases associated with your industry or niche. The ultimate objective of SEO in to maximize page rankings during general searches.
Anyone that has tackled the SEO process understands that it impossible to tackle every angle here. The key here is to determine the benefit of being in the number one spot as opposed to the number two spot.
In the past it was postulated that there was not much difference in being in the #1 position through the #5 on Google, however, we now have a great deal more data that brings some clarity to the issue. We have now learned that there is a significant difference in being in the first position on page one of a Google search than it is being in the second position.
In a search in which the searchers are using search terms and keyword phrases that take them to the same page in which company A is in the first position and company B is in the second position, the searchers who actually click one of the first two links pick company A 3X as much as the company B.
In additional analytic research that simply takes into consideration how many times the first position is clicked opposed to the second position, the same seems to be true.
With 9,038,794 total searches and total of 4,926,623 of those searches actually clicked a linked that led them to an actual website, the second position did not fare well, receiving 3X’s less than what the first position receives.
It seems that the first position gets 42.13% while the second position gets only 11.90%. Obviously, the clicks for links in lower positions diminished drastically after the first two positions, but the distinction between positions 3-8 is not that great.
With this key piece of basic information in tow we understand that it is extremely beneficial to any website owner to be able to move from the second spot to the first spot on Google, providing that the gain in revenue would justify the cost. Let me first say that being in the second position in a general search is no short order and the owner or agency used to accomplish that feat has done a great deal of work.
What would it take to move from the number two position to the number one position on Google. There are no hard line numbers to be presented because of the complexity of SEO strategies there is no one particular way of achieving the number one position. For instance, you can use backlinking strategies and there is evidence that an increase of 100 plus backlinks that are strategically linked to high ranking websites could close the average gap between the rankings of the number one position and the number one position. There is also data there shows that variances of only 1.5% in keyword density and keyword placement could make a difference.
Something worth noting is that the company in the number two position would have to have an idea of the ranking of the company in the number one position in order to have a benchmark to obtain their goal of overtaking the first position. Also worth considering is the fact that a company that has taken the necessary measures to achieve the number one spot will not likely be resting on their laurels.
At the end of the day there is a huge difference between being in the #1 spot and the #2 spot of Google. The question then becomes: Is the time, effort, and money necessary to achieve the #1 spot worth it. It depends on whether the accumulated data available reveals that the traffic gained will translate into revenue that surpasses the expenditures to achieve it.