Search Engine Marketing And The Pareto Principle

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.

Andrew Rayner is the Director and Founder of online marketing consultancy E-mphasis. Andrew’s expertise lies within the technological side of marketing, through utilising computers and the Internet to create the best office and business environments. He works closely with Search Engine Optimisation (SEO), claiming that this is no ‘black art’ – it takes appropriate applied skill and knowledge. He is highly regarded as an expert in the field of natural SEO and is regularly invited to speak on the topic at conferences and events. Andrew and the team at E-mphasis have pioneered an innovative use of Google Maps and online business listings to create highly targeted Local Internet Marketing strategies. Local Internet Marketing is a hugely untapped area of marketing strategy and one which is now beginning to generate interest and excitement from major UK retail brands.