Many of you may already be familiar with the Pareto Principle or the 80-20 rule.
The Pareto Principle states that 80% of the effects come from 20% of the causes. Those in business will be aware that this rule stands true for most commercial activities although there are a few exceptions.
Traffic from Search Engine Marketing
One of the situations where this rule does not apply is in generating traffic from search engines. For most searches there are millions, if not 10′s of millions, of results vying for position. If you only do as much as the average website owner to promote your website then the likelihood is that you won’t even be found on the first page!
How Much Search Traffic Will I Get?
For most searches over 80% of user clicks go though the first page. In fact, it can often be the case that 60% of the traffic from a search results page go through the very first search result. Therefore, in the case of search marketing doing 20% of the things necessary to get your web pages ranked highly is clearly likely to get less than 20% of the traffic!
So How Should I Approach Search Marketing?
What this means is that you are better off doing a really good job for a smaller number of targeted search phrases than to try to focus your efforts on a wide range of phrases and put less effort into each.