One of the most important facts you can know about SEO or Search Engine Optimization, is the distribution of clicks on a search engine landing page. After all, it is no use patting yourself on the back for that page 2 listing, when in fact, that listing is going to make no to little difference to your overall business.

Page 1 accounts for over 90% of all traffic!

The other important fact to know is that Google is king. Yes, Google accounts for around 65% of all search traffic, so, in simple terms, unless you are on page 1 of Google, for your chosen search term, then you are going to be losing out on over 50% of your target market.

Let me repeat that for the hard of hearing and those at the back. Google page 1 is worth more than 50% of the total traffic for your niche.

So, that’s where you need to be. Full stop. Anything less and you’re missing out. Big time! This is what the top SEO services know and this is where they concentrate their efforts.

So, let’s assume that you’ve hired one of the top SEO services or you’ve invested a massive amount of time and energy to not only learn the ins and outs of search engine optimization, but to also put into practice the right tricks, methods and secrets necessary to get yourself on page 1. Well done, take a bow. But is that the end of the story? No, I don’t think so.

Ok, let’s assume that your listing is on page 1, let’s have a look at what happens to the clicks on page 1 of Google. There are three main elements to a Google search results page (for a typically commercial result i.e. not left handed basket weaving):

1. The three main sponsored results at the top
2. The sponsored results to the right
3. The 10 organic listings

So, around 21 results in all, less for less competitive terms, but let’s stay with the 21 results page. Roughly, it is estimated, that for every 20 visitors 14 will click on one of the top sponsored results, 4 will click on the organic and only 1 will click on the ads on the right hand side. How does that match your typical browsing patterns? Now, some people will only click on ads, some not all but most, will choose the most relevant. The massive difference in all this is for the poor webmaster. The cost of maintaining a keyword in position 1-3 can be prohibitive, take SEO, for example, Google tells me they have around 1.2 million searches per month, in the US alone, and for me to take the number 1 spot, it would cost me around $4 PER CLICK. You do the maths. It’s a big number. For most, certainly for me, way too big.