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Be The Last Click

If you have been following along this item might seem like a small thing, but it makes a world of difference.

Survivability is the ability to remain alive or continue to exist.

Said differently, be the absolute best result for your keyword query.

Sounds simple in theory, but literally all of your competition is trying to be the best as well, and there can be only one.

What does it mean to be the absolute best result? We’ll cover a few techniques, but the ultimate goal is this:

Be the last click.

In other words, make sure when people search for your keyword—and they eventually find you—you are the last result they need to click. You provide such good information, they have no need to go back and click any other result. You may not be the first result they click (although that helps too) but you’ll definitely be the last. Let’s repeat that.

Be the last click.

Which begs the question, how do you become the last click? The answer varies from query to query, and mixes a little bit of art and science, but to be the last click there are a number of check boxes you want to tick:

  1. Match user intent, in form and style ✔️
  2. Provide more complete information
  3. Be authoritative
  4. Offer a better and/or unique experience, e.g. design, UX, speed

We’ve touched on user intent, so let’s cover completeness.