Many businesses and prospects contact the DaBrian Marketing Group with a singular goal: they want to be number one in search engine results and AI Search responses like ChatGPT, Perplexity, Claude or Gemini. They want to be number one! Well, that may not be the best thing to do. L While this ambition is common, I suggest that being number one may not actually be the best strategy, particularly for small and mid-sized businesses (SMBs). Let's dig into it. Let's talk about why.
While ranking first can bring in relevant traffic, there are significant "hidden costs" associated with that top spot. These include:
Keyword Relevance vs. Volume: It is essential to research keywords to ensure they provide enough volume to make the investment worthwhile while remaining relevant to the business.
Irrelevant Traffic: Focusing on the wrong keywords can lead to irrelevant traffic from users who have no intention of purchasing your specific products or services.
Resource Drain: Maintaining a top ranking is a significant drain on resources. It requires constant work, material reviews, and feedback cycles to align with internal goals.
Opportunity Cost: The time and money invested in chasing a #1 ranking could often be better spent on other high-impact business activities.
Small and midsize businesses face a steep uphill battle when trying to dominate search results. SMBs are not just competing with local peers, but also with national and regional franchises that possess far more budget and resources. These large-scale competitors have the revenue necessary to continually aspire to those top spots in both traditional search and AI platforms.
Instead of chasing vanity metrics like clicks or rankings, businesses should focus on the quality of their lead flow. This involves a deeper look at specific data points:
Cost Per Lead: Understanding where leads come from and how much each one costs is more important than total traffic.
Search Intent: Keywords and phrases must be aligned with the actual intent of the customer.
Closing Rates: It is vital to track whether these leads are actually converting into revenue and moving through the sales pipeline.
Sometimes, the best way to grow isn't through SEO alone, but through "low-hanging fruit" like reputation management and sales efficiency. For example, a business might benefit more from asking their best customers for reviews than from ranking for a specific keyword, especially if they haven't had a new review in over a year.
Furthermore, integrating CRM systems and improving response times can significantly boost conversion rates. A landscaping or financial service company that responds quickly to a "get a quote" request will generally see much better results than one that simply ranks highly but fails to follow up.
The ultimate goal should be to move away from "vanity metrics" and toward building a sustainable digital revenue stream. This requires a holistic approach to SEO that prioritizes profitability and profit margins over simple impressions.
By shifting your mentality to focus on lead quality and partnering with agencies that ask the right questions such as "what's closing?" You can ensure your marketing efforts lead to actual growth.
Ready to shift your strategy?
If you need help navigating these challenges, consider booking a discovery call to discuss your target audience, your competitors, and a 12-month roadmap for your success.