The Myth of Position #1: Why It’s Not Always the Holy Grail of SEO

For years, digital marketers and business owners have been obsessed with one goal: securing the coveted position #1 on Google’s search results. It’s long been considered the pinnacle of SEO achievement, promising floods of traffic, brand recognition, and a visible edge over competitors. But in 2025, the digital landscape is more nuanced than ever, and the reality is that being number one doesn’t always matter as much as it used to. In fact, there’s a single, crucial reason why position #1 is not always the ticket to online success.

The #1 Reason: Search Intent Trumps Ranking

The most significant reason why position #1 loses its shine is simple: search intent. Search intent refers to the reason behind a user’s query—what they’re actually hoping to find when they type in those words. Google’s algorithms have evolved to prioritise delivering results that best match what the searcher wants, rather than just rewarding websites with the best technical SEO. If your content doesn’t genuinely satisfy the user’s intent, even a position #1 ranking can fail to drive meaningful results.

Understanding Search Intent: More Than Just Keywords

It’s tempting to focus purely on keywords and rankings, but today’s search engines dig much deeper. There are several types of search intent:

• Informational: Users want to learn something (e.g., “How do I bake bread?”)
• Navigational: Users are seeking a specific site (e.g., “BBC News”)
• Transactional: Users are looking to buy or complete an action (e.g., “Buy running shoes Dublin”)
• Commercial Investigation: Users are comparing products or services (e.g., “Best Swindon SEO”)

If your page is ranked #1 but doesn’t address the user’s intent, visitors quickly bounce or ignore your site altogether. For instance, an e-commerce page ranking first for an informational search won’t convert visitors looking for advice or how-tos.

Click-Through Rates: The Real Measure of Success

Another factor that demonstrates why position #1 isn’t always the ultimate goal is the variability of click-through rates (CTR). Research shows that the top-ranking page doesn’t always get the most clicks. Featured snippets, ads, local packs, and rich results can push organic listings down, even if they’re technically first. Users often scan for the result that best matches their needs, not just the first link. A compelling title and meta description that aligns with intent can outperform a higher-ranked result.

Quality Over Quantity: It’s About the Right Traffic

Chasing number one can sometimes lead to vanity metrics—high traffic numbers that don’t translate to real business outcomes. What matters more is attracting visitors who convert. If your site ranks first for a broad, loosely related keyword, those visitors may not be interested in your offering. Conversely, ranking third or fourth for a highly targeted, intent-driven keyword can result in more leads, sales, or engagement. It’s about quality, not just quantity.

Modern SERP Features: Changing the Game

Google’s results pages are full of new features: ads, maps, “People Also Ask” boxes, video carousels, and more. These can grab attention and clicks, pushing traditional organic results further down the page. Users might click a rich snippet or a local listing before even noticing the #1 organic result. In this environment, being number one is less impactful than it once was.

Brand Trust and User Experience Matter More

Users don’t just click the first result they see. They scan, compare, and choose based on trust signals, reviews, and familiarity. If your brand isn’t trusted or your website looks outdated, you’ll lose out to competitors lower down the page who offer a better experience. Investing in brand authority and UX often yields far better results than obsessing over a single ranking position.

What Should You Focus On Instead?

Rather than fixating on position #1, consider these modern SEO priorities:

• Understand and target search intent for every keyword.
• Optimise your titles and meta descriptions for clickability and relevance.
• Deliver valuable, engaging content that matches what users want.
• Build brand trust through reviews, testimonials, and a professional web presence.
• Track conversion rates and other meaningful metrics, not just traffic.
• Adapt to new SERP features and think beyond classic organic rankings.

Rethinking SEO Success

While position #1 will always be a coveted spot, it’s no longer the be-all and end-all of SEO strategy. The real measure of success lies in satisfying user intent, delivering value, and building trust. By focusing on what your audience actually wants, you’ll achieve sustainable results—whether you’re ranked first, third, or even further down the page. It’s time to look beyond rankings and embrace the new era of search.