It’s a zero-sum game, this industry of ours. There are winners and there are losers. There can only be one site that ranks highest, and many sites that rank below it.
Though strictly speaking that’s not true any more – due to personalised results and the continued integration of social signals – I think we can all agree that there’s limited space at the top of any given SERP.
Fortunately we have a big playground to work in. Search engines process billions of queries a day, many of which they’ve never seen before. Every query, potentially, serves as an opportunity to reach an audience. (more…)