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the results of the SEO may not be seen immediate, the long-term benefits of SEO can mean top rankings and a high volume of user visiting the site. According to [43], “it’s critical for websites to appear on Page 1 of Google, especially in one of the top three organic positions, as these spots receive 58.4 percent of all clicks from users.” In Figure 2.10, you can see the results of the recent study; it’s interesting to note how being in the No. 1 position in Google is the equivalent to receiving all the traffic that goes from the second all the way through the fifth position. Figure 2.10: % of clicks received by the top 10 search results. It is no wonder that websites with products or services to sell are all vying to reach to the coveted No. 1 spot. As an example, when a highly competitive keyword such as “auto insurance” that gets 1.5 million Google searches every month, means that the top three positions receive 876,000 (or 58.4%) of all the visitors, with 546,000 (or 36.4%) of the visitors going to the No. 1 position according to [43]. This can be extremely lucrative for sites appearing at the top of the results, especially when they have this constant flow of visitors going to their site every month, many of which become clients. Another study determined that searchers are most likely to click on organic links as opposed to paid listings; it determined that “72.3% of Google users clicked on links generated through searching compared to 27.3%, who clicked on paid listings” [8]. This is another reason why companies that know the effectiveness of SEO spend time and money implementing 58.4% of clicks go to the top 3 results! 37PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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