Organic Search Engine Ranking - Testing Your Way To Rank One

Let's say you've got a website that is in the top three of organic search engine ranking

. It is interesting to consider what is more important, to go for the top spot in AdWords or to claim some of the real estate on the right hand side of the page by being ranked a little bit lower.

I'm going to give you a weird answer, it comes down to your niche. Personally I want to be number one all the time. I've got a big ego. It does work. It comes down to testing. If you've got different phone numbers, what you can do is, you can test how many calls AdWords got when I'm in position one compared to position three. It will all come down to the bidding scenario, so it comes down to your particular space.

I know people who have e-commerce sites that aren't designed to get the phone to ring. So they sell e-books online or just video games and things like that. They get a better return on investment being in position number four. They don't get as much traffic, but they get, for whatever reason, their bids are lower, the traffic is less, but that traffic converts better. It all comes down to testing again.

When running an AdWords campaign, we create an ad group, deciding which keywords are relevant. The next thing we do is just work out what our maximum cost per click is. This is the maximum price we're willing to pay per click. Let's just say I'm willing to pay 50c. We're going to have to spend 50c every time someone clicks on your ad. Is that a better spend than paying $2000 in a local Melbourne newspaper to hopefully get some impressions? You're paying 50c per click for someone who is interested. It's the best ROI you'll ever have.

What we also want to do, is a couple of things from a testing and split testing perspective. Like everything, you want to split test. If you click on the ads tape, it takes you back to the actual ads which are running in that particular group. I always recommend, you want to run a couple of different ads at any given time to work out which one is best. How do I know that ad is going to be the best converting ad? Like the split test data, 4% -10% conversion rate, what would you rather? You'd want more traffic besides organic search engine ranking.

So if we simply click on new ad, and we can go text ad. You'll see a pending warning, because what Google does is it goes and vets it to make sure the ad doesn't have any bad language in it and it is relevant, just a baseline.

Let's pick a headline. Let's say we're running a campaign around physiotherapy; so we'll say Physio Clinic Hampton. Open 7 days. (Even sometimes the order makes a big difference.) Hampton Street. Full service plus rebates. It's best just to play around with this. Even to the point where you test things where the display URL doesn't have a www can make a difference, a significant difference. Just the conversion and the click through, it's very strange, but all these things can make differences in your organic search engine ranking, so you want to keep testing.

by: Jimmy Cox

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