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I often get this question: how much does it cost to get to the first page of Google? People definitely get that being on page one is the place to be. But the question begs many more questions and doesn't really have a straight answer. For example, to get on the first page of Google for a search phrase like "random search phrase framework for monkeys" will be much cheaper and easy than achieving it for a phrase like "Nike shoes".

So my first question back is always, "for what search term?" Unfortunately I often get an answer like "for everything about my business." At that point I often begin the education process about how search engines work. I shouldn't do that however. I'm trying to catch myself and redirect the conversation to a more productive topic such as "why do you want to do that?" Eventually I can get the conversation around to tangible business goals that would benefit from good placement on the search engine results page.

Eventually I can usually get people to ask about how I can help them sell more of some specific products to a particular market segment. Then I can tell them what I'd recommend and structure a proposal.

The thing to remember is that being number one on any search engine does not guarantee business success. You can be number one for phrases that do not generate business. How about being number one for the 'worst customer service' in your city? You need to decide what phrase can bring you business and then find versions that you can rank highly for because you produce highly relevant content about that phrase. And then you have to be able to convert the traffic that will follow.

I guess I'm trying to say that you should not fixate on a particular Google ranking. Clarify your business goal; find relevant search phrases, start advertising for those phrases for quick results, figure out how to convert that traffic into sales and then work on increasing your natural ranking using the money you make on the prior step.

Take the ego out of the equation and focus on the business results. If your competitor outranks you--so what? Out earn them and laugh all the way to the bank!