Why being #1 on Google shouldn't be a business goal...

During an initial website briefing session, it's not unheard of for website owners, when asked what they want their website to do, reply, "We want to be top of Google!" And when the question is re-phrased slightly by asking what it is they want their website to achieve the answer often remains the same.

On the face of it, this doesn't appear to be an unreasonable response. After all, who wouldn't want their website to be visible at the pinnacle of the largest searchable library on the planet?

But in the mad scramble to get websites to the very summit of search engine results pages (SERPs), it's often easy to lose sight of the rationale that lies behind trying to achieve the 'Holy Grail' of search marketing in the first place.

So let's quickly remind ourselves.

The only justification for investing the time, effort and cash needed to rank highly is to attract and engage with human visitors. That's why it's essential your website delivers nothing less than a useful and positive experience for people rather than for search engines.

Sure, all websites need to strike a healthy balance in serving both 'masters' but it mustn't be to the detriment of your target audience. After all, it's humans who download information, fill out enquiry forms and reach for their wallets to buy goods and services. Web 'bots don't.

That's why reaching the #1 spot on the major search engines shouldn't be a business goal but instead, should be part of an overall on-line marketing strategy.

The benefits of top spot in the search rankings are self-evident. It provides an unrivalled opportunity for individuals and small businesses to punch far above their weight and compete with much larger businesses, particularly those with stronger brands and even deeper pockets.

But let's be clear about this. Being top of the big search engines is NOT a bad thing... it's simply the case that getting there shouldn't be an end-goal in itself.

Seeing the wider picture

The cornerstone to any website strategy is determining what it is that you want your website to deliver in business terms. Is it brand recognition? Lead generation? Information delivery? Do you want to make on-line transactions? Or do you have other ambitions?

Only once your strategic approach has been decided and agreed upon can the critical components of website design, build and content population be tackled. It's these three components that will ultimately determine the overall effectiveness of your website in terms of human interaction and subsequent response levels that will provide the payback you'll receive.

Website design

Website design typically includes all the elements that directly or indirectly contribute to the site visitor's viewing experience including:

1. Attractiveness (aesthetics)
2. Ease of use (usability)
3. Links (navigation)
4. Accessibility (equal access to information and functionality).

Website build

Website build typically includes all the elements that directly or indirectly contribute to how the website behaves including:

1. Interactivity (site functionality)
2. Load speed (site performance)
3. Validation (compliant code).

Website content

Website content typically includes all the elements that directly or indirectly contributes to how well you engage with your site visitors to create your MDO (most desirable outcome) including:

1. Tone (language / personality)
2. Relevance (appropriateness to audience)
3. Up to date (most current / topical information)
4. Conversion rates (successful visitor actions).

You may be familiar with the saying, 'cream always rises to the top.' Unfortunately, this doesn't apply to cyber-cream. Websites that fail to fulfill the promise that a top ranking position promises still find their way to the top despite the highly complex algorithms used by the main search engines to provide searchers with the most relevant results.

In short, being top is simply not always enough.

There can be little defence for a poorly designed or poorly constructed website regardless of its search engine rank so when such a website finds itself at the top - either through skill or good fortune - there can be little to celebrate if it fails to meet with visitor expectation.

To put it another way, it would be pointless finding yourself in pole position in a Formula One race if all you had to rely on was a bicycle. To stand any chance of winning, you'll need instead a dynamic, highly tuned and stylish powerhouse of a vehicle backed up by experienced and responsive knowhow.

Unless you put the needs of your visitor first, it's highly unlikely that your business objectives will be met so ask the following 5 questions of your website:

• Is it sufficiently impactive?
• Does it directly address the needs / wants of my audience?