A normal search request made with any of the leading search platforms may return hundreds of thousands of references. It is inevitable that only websites included on the first few pages of a search results listing will ever be referenced, and there are statistics that show that most searchers do not progress beyond page two. For any organization attempting to attract new buyers from a search request, it is clear that its pages need to have a good search engine positioning to be noticed. This is where the use of promotional techniques such as search engine optimisation become relevant, as a means to raise the natural search engine positioning of the organization’s pages until a page one listing is attained. However, that must not be the end of search optimization.
It is tempting for an organization that has used the services of a specialist search engine optimisation company to terminate any agreement when a page one listing has been attained: after all, the primary aim has been achieved. However, search engine optimisation is not just about that. Rivals will also be trying for better rankings using the same keywords that have gained the page one listing, so the work that the search optimization experts have been performing to promote the chosen keywords must be continued to preserve the position. It may be possible to lower the level of support for specific keywords but it must not be ended completely. In addition, new keywords can be chosen for promotion, to encourage the search platforms to give more good positions for the pages that are now doing well or to take an interest in some of the organization’s other pages.
There is an incentive for an optimization company that has succeeded in gaining page one rankings for its client to preserve those rankings, and that is mostly financial, although professional satisifaction should play its part. In many contracts, the optimization company receives most of its fees from its client based on results, and that is typically defined in terms of a ranking on page one for an agreed keyword at a a selected point that can be confirmed by the client, usually an agreed day and time each week. These incremental payments are modest in themselves, and can be easily covered by the additional trade that the client organization attracts from the higher listing. For the optimization company it is possible that many months of effort will be necessary before any alteration in ranking is apparent, let alone climbing to page one, and during that time the company receives no income. Its income derives from each page one appearance. The optimization professional needs to preserve that level without being involved in a struggle with competitors for the same keywords. As long as his client is seeing results, so is the optimization professional, and both gain.
Gaining a page one listing is important for an organization, but it is equally important to preserve the page one search engine positioning. The page one listing alone is no guarantee of additional visits, but the chances of additional visits must be better if the page one listing is sustained. To do so, some search optimization work must continue.
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