What happens when your company climbs one spot in the rankings? What's the impact on site traffic and conversions?


How search engine rankings affect traffic

Every company is after the number one spot on Google, and for good reason. But even maneuvering your way from ranking  #5 to #4 can bring significant positive results. Let's say you own a clothing store in New York City. You rank #4 in Google for the phrase "flannel shirt" which gets you an estimated 21,384 clicks in a year.


Here's why.

  • "Flannel shirt" is searched, on average, 22,000 times per month.
  • It's estimated that position #4 gets 8.1% of search engine results page (SERP) clicks
22,000 x 8.1% x 12 months = 21,384 clicks per year

What if you improve your rank to #3?

22,000 x 11.4% x 12 months = 30,096 clicks per year

In this example, your Google ranking increased one spot only, and all of a sudden you're getting 726 more clicks every single month. If you stay in position #3 for 12 months, you're getting 8,712 more clicks than you did last year.

Moving up one ranking can achieve incredible results. What happens if you jump to #2? 46,464 clicks per year. Over double the traffic of your #4 ranking. If you value a "flannel shirt" click at $1, that's a $25,000 yearly bonus. $2 per click? $50,000.

But it doesn't stop there. That's just one keyword.

Plural keywords provide additional clicks

If your ranking increased for "flannel shirt" it's entirely plausible that your ranking also increased for the plural version, "flannel shirts", which gets searched a whopping 60,500 times per month in Google. Increasing your position from #4 to #3 for the plural versions results in 23,958 more clicks per year. Combine that with the singular version's increase, and you've got 32,676 more clicks per year.

Every keyword has a different number of searches per month. Some more, some less, but the point remains the same. If you increase your rankings you'll increase your traffic. Doing so creates massive changes.