Written by Fernando Maciá
Índice
The Pareto Principle states that there are many unimportant problems versus only a few serious ones, and that in general, 80% of the total results originate from 20% of the elements.
At the business level, this principle has been used to discover on many occasions, for example, that the minority of customers account for the majority of sales or that the minority of products account for the majority of profits obtained.
In digital marketing, something similar happens in each of the processes and techniques used to carry out a good digital marketing plan. Among others, the following statements can be highlighted:
– 20% of digital marketing tools capture 80% of visits
There are many tools on the web to generate qualified traffic to a website. The most commonly used are banner ads, sponsored links, search engine optimization and viral marketing, among others.
In most cases, only with an efficient search engine positioning you can get 80% of the qualified traffic to a website.
The latest studies indicate that almost 70% of Internet users use search engines as a tool to search for information, and if we add to this the fact that it is one of the tools with which they obtain the most information, we can obtain the most information. higher levels of clicks per impressionThe results are clearly justified for the use of such a strategy.
– 20% of the Search Engines can generate 80% of visits
Sometimes a single search engine such as Google can generate 80% of the visits if it has an efficient positioning in it.
On the net we come across offers of web positioning through the registration in 3000 search engines when really the bulk of the visits are given by 3 or 4 search engines. To demonstrate this fact, I present below a study of web traffic carried out by the company specialized in web traffic “OneStat” presented on its web page in May 2004, where it shows the distribution of the use of search engines by Internet users:
Search Engine Individual Participation (%) Accumulated Participation (%) 56% 56% Yahoo 21% 77% MSN Search 9% 86% AOL Search 4% 90% Terra Lycos 2% 92% Altavista 2% 94% Askjeeves 2% 96%
It is clear that if we add the individual participation of Google and Yahoo, we obtain the famous 80%. With an optimal positioning in Google, Yahoo, Msn, Terra and AltaVista you could already have almost all the work done in search engine positioning.
– 20% of the Key Concepts can generate 80% of the visits.
The more key concepts, the greater the chances of improving SEO, but you will only obtain optimal SEO on a select group of key concepts.
The strategy then is to intensify on those concepts and retreat on the others. Discovering this small group of words that improve search engine positioning motivates you to discover new words that can replace previously chosen keywords that have not generated the desired number of visits.
Conclusion
Finally, I would recommend to those who have time to measure the effectiveness of their digital marketing campaign to try to identify those 20% of tools, search engines, or key concepts that provide 80% of the visits and consequently redirect resources to those niche opportunities.
