The first position takes most of the clicks, which makes it the natural target. It is worth understanding what it demands, and also when it is not worth it.
What the first position demands
In short: being the best answer to that search, and being able to prove it.
- Relevance: the exact term in the title, in the address and at the start of the text;
- Resolution: whoever arrives finds what they wanted without scrolling much;
- Reputation: other sites on the same subject point to you.
The first two depend only on you. The third depends on time or on structure.
When the first position is not worth it
Ranking first for a generic search brings many visits and few sales. "Shoes" brings browsers; "men's leather dress shoes size 11" brings someone with the card already in hand.
Second place on a specific search is usually worth more than first place on a broad one. Measure what converts, not what fills the report.
What the first result has that the others do not
Almost always, time. Sites that have been first for years have accumulated links and history. Competing with that head-on is expensive. Competing for a more specific variation is viable — and it is how practically every new site gets in.
The path with no shortcut
Choose the right search, write the best page that exists on it, and get relevant sites pointing to it. A network of search sites like Magneth handles the third part in an organised way.
On the difference between first position and first page, see how to get on the first page of Google.
