{"id":112383,"date":"2009-07-05T19:14:00","date_gmt":"2009-07-06T00:14:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/can-losers-come-first\/"},"modified":"2024-12-21T05:53:19","modified_gmt":"2024-12-21T10:53:19","slug":"can-losers-come-first","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/can-losers-come-first\/","title":{"rendered":"Can Losers Come First?"},"content":{"rendered":"<p>An examination of changes in Google and the significance of not ranking first.<\/p>\n<p>Can losers come first? Sure they can. If you look at the online marketing world in terms of pure winners and losers, the winners are going to be those companies and websites that reach their goals. And since for the large majority of businesses the main objective is to generate revenue, conversions are ultimately the bottom line in measuring site performance.<\/p>\n<p>Managers, marketers and even online experts sometimes get very hung up on search engine rankings. Even here at Ambergreen we still get the occasional call from the SEO of some big multinational that heard from his wife&#8217;s golf caddy that their direct competitor is ranking first in search results while they are only in second or, god forbid, third.<\/p>\n<p>However, good online marketers will be able to look at the complete picture and understand that while top results in search engines are important (with 80% of people not getting beyond the first page), and excellent in driving traffic, they do not necessarily guarantee conversions. This is not to say that search engine results are insignificant&#8230;far from it,\u00a0 but what we can say is that there are an array of other factors that come into play and can have a far greater bearing on your site performance (i.e. conversions) than rank.<\/p>\n<p>Elements such as page titles, meta- descriptions, competition, landing pages and a host of other on-sight factors come into play. Relevant content, calls to action, internal and external taxonomy and page layout can all have as massive an effect on the rate of conversion as ranking, if not higher.<\/p>\n<p>To keep up with these dynamic developments in the world of online marketing, Google last week implemented a change to their referring string, which can tell your favourite analytics package what page and position you were at on at the time of the click through. The change in the new referring URL is expected to be rolled out gradually and impact only organic search referrers. This is indeed a significant and telling change from the global dominator of the search engine market.<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f5b6022a716'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f5b6022a716');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>Essentially, the change means that Google will now be passing ranking data through the referral string to your site. This in turn lets search engines take into consideration the relationship between KPI&#8217;s on different ranking sites. Does the fact that a site ranks in first three places mean that it has the most traffic? Maybe. But does it mean that it makes the most conversions? Absolutely not.\u00a0 Does a site with high traffic get a higher conversion ratio? Does the number six result actually have the highest average order value?<\/p>\n<p>With the change implementation, all of these questions will become a part of how Google compared your website within its relevant environment and against competition. With this type of specific rank data, Google can accurately link individual keyword rank to performance, which is a significant change in understanding the true value of a keyword and indicates areas for possible improvement.<\/p>\n<p>How can this change affect your SEO activities? While the transition to the new system will be gradual, it is probably a good idea to first realise that ranking is no longer (and actually has not been for a while) the best way to judge SEO results. It is critical to speak to your online marketing firm and find the opportunities to better understand the elements that truly impact conversions on your site. A strategic approach to SEO activities is still key in making the most out of your online marketing budget and maximizing conversions and site ROI.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>An examination of changes in Google and the significance of not ranking first. Can losers come first? Sure they can. If you look at the online marketing world in terms of pure winners and losers, the winners are going to be those companies and websites that reach their goals. And since for the large majority [&hellip;]<\/p>\n","protected":false},"author":69,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2897],"tags":[],"class_list":["post-112383","post","type-post","status-publish","format-standard","hentry","category-search-optimization"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Can Losers Come First? | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/search-optimization\/can-losers-come-first\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Can Losers Come First? | DAC\" \/>\n<meta property=\"og:description\" content=\"An examination of changes in Google and the significance of not ranking first. Can losers come first? Sure they can. If you look at the online marketing world in terms of pure winners and losers, the winners are going to be those companies and websites that reach their goals. 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