Is being at the top of Google always worth it? (Part 4)
What if, for whatever reason, be it manpower, money, the nature of your site, you know you can’t compete for number one? Is it time to just give up on the SEO game?
Absolutely not! Remember the stats I gave you in part 2? If you’re fourth and you jump to second, that would probably translate to around double the clicks, a good ROI. However, you’d do well to remember that further down the list the benefits are not as pronounced, fourth to third is not the same kind of jump as second to first.
If getting from third to second or from fourth to third is going to need a superhuman effort on the part of your staff or SEO agency then it’s really worth considering whether the outlay is worth the three or so percent click advantage you’d get. It might well be, but again, it depends on your industry, your conversion rate etc.
It’s also worth remembering that the difference between the lower positions on page one is reasonably slight in terms of clicks. If you’re at seven, then maybe it’s worth just maintaining your SEO efforts and hoping you rise in time rather than busting a gut to get to six immediately.
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