How The Golden Triangle Strategy Benefits Digital Marketing Specialists

Every digital marketing professional knows that the top five positions on the first search results page is the most profitable. The main goal of most digital marketing campaigns is to get to these positions, for multiple keywords, as most users use different terms to get to a particular website. This requires SEO specialists to predict and optimize keywords to position a website better on the search engines, to increase market share.

According to research models like Enquiro's 'Golden Triangle of Click-Throughs' it has been proven that users are primarily attracted to the search results above the fold, including the Google Adwords advertisements displayed on the right hand side of the page. The hotspots illustrated through this research model are commonly used by digital marketing experts to test the positioning for key phrases that have been selected.

The 'Golden Triangle of Click-Throughs' basically uses special technology to track the movement of a mouse as it scans a page. Using click-through behaviour and other parameters, it has determined that unless a website shows up in the 'golden triangle' of a search results page, it would be unable to get hits for a particular phrase. This concept is also known as 'above the fold', a term borrowed from the journalism industry, referring to prominence of information.

The more a particular website is optimised for multiple phrases, the more likely is it to appear in the top listings for those phrases. This would increase the amount of 'search real estate' held by a digital marketing firm, converting engaged customers into sales.

The main challenge faced by digital marketing professionals, is finding the right keywords, and making the changes required to send the relevant webpage to the top of the search engine rankings. These changes include link building, social networking, external links and creating topical content. Fundamentally, this can be attained by completing intensive market research, using intelligence and targeting the right keyword at the most opportune time.

According to Jakob Nielson, a leading digital marketing specialist who is renowned for his research into online usability, "Only 17 percent of online readers actually read your content word for word". Nielsen also says that the vast majority of readers simply skim over sections of text while surfing, to evaluate if the content of a webpage is worth reading or not. This is an important point to note for digital marketing specialists, as the use of engaging content at the beginning of a webpage could help captivate the interest of a user, leading to the full webpage being read in its entirety.

Keeping this in mind, it is vital that digital marketing specialists ensure that all web page content, including articles, news, photos, videos and blog feeds engage the reader, and motivate them into making a purchase.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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