I’m going to say something a bit controversial.
Google’s page two gets a bad rap.
I’ve heard it be described as a “search desert,” “nowheresville,” and “the best place to hide a dead body.”
During live trainings with clients, I’ve gotten the side eye numerous times by exclaiming, “But look! You’re on page two for this keyphrase! That’s a good thing!”
I get it. I do.
After all, over 25 percent of people click the first Google search result. By the time you venture into the tenth result, that drops to 2.5 percent.
In the words of Matt Southern in this Search Engine Journal post, “Beyond that, it’s well known that users rarely venture into the second page of search results.”
I mean, people will view page two results. But not as often — and the click-through rates are low.
So, why do I insist that page two is more than number two?
This article discussing content tips for 2021 (which is excellent and well worth the read) made me wonder what I’d add to the list.
My answer: playing with content positioning on page two would be my number one choice.
Why should you learn to love page two content?
Many sites create what I call, “close, but not quite” content. The content may be well-written and provide value, but it doesn’t quite make that top-10 cut.
This doesn’t mean that the content is worthless or that you’ve missed the mark. It means you have an opportunity.
- Maybe the page wasn’t written with keyphrases in mind, so adding relevant keyphrases would help. I see this a lot from big-brand sites.
- Maybe the page needs an overhaul to make it more authoritative – especially compared to what’s positioning in the top-10. This is common with older content that used to position.
- Maybe the content is great, but the Title needs some love.
Whatever the reason, there’s often something you can tweak and test.
After all, why spend the time and resources creating brand new content if you already have fantastic content that’s almost there?
Especially when “sprucing up” the content to match the searcher intent and make it better for your readers can help so much.
It’s a strategy I recommend to all my clients.
Sure, the page may not immediately pop from #20 to #2 in Google’s search results. But, when a better position is important, reworking old content is always a good idea.
And even a Google boost to #10 would be better than being stuck on page two.
(Are you a freelancer? Ask your clients to share the pages that are positioning on page two in Google. You may be able to help them leverage their already-written content and finally help it position.)
What do you think?
Have you ever dug into your page-two results? What kind of opportunities do YOU see? Leave a comment and let me know!