A page-two ranking earns almost nothing. Not less than page one, close to zero. That is the single most useful thing to understand about search for a contracting business, because it changes what counts as progress.

Most SEO reporting is built to obscure it. A report showing you moved from position 34 to position 14 looks like momentum. In revenue terms, nothing happened, and it will keep looking like momentum until something changes.

Why does page two earn nothing?
Because almost nobody goes there. Searchers who do not find what they want on page one refine the search instead; they change the words rather than turn the page.

That produces a threshold rather than a slope. Moving from 30th to 15th changes nothing you can bank. Moving from 11th to 8th changes everything. Any plan that treats ranking as a gradual climb misprices the last few positions, which are the only ones that pay.

So what should you measure instead?
Impressions and clicks in Search Console, checked against your own phone log. Rankings alone cannot tell you whether a term is worth pursuing.

Read more:
https://realtimemarketing.com/blog/seo-for-contractors-why-page-2-rankings-dont-generate-leads/

Real Time Marketing has worked with home service contractors since 2016: plumbing, HVAC, roofing, electrical, and other trades, nationwide, from our office in Bradenton, FL.

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