The sad thing is that there is so much amazing content out there NOT on page one of a search result. Websites and blogs that get the most traffic get listed higher on the search results. Blog posts that are longer than 1,500 words are considered more reliable, so Google gives them higher ratings. You can also pay for higher rankings, although overall people prefer organic results.
About 33 percent of clicks go to the first result in a search, but again – that doesn’t mean that this is the BEST result. It’s just the most popular. For example, say you have a product you carry and you’ve been the top search engine result for weeks, then Target picks up this item and starts selling it as well. Very quickly you’ll find yourself knocked from that top spot. Why? Target gets more clicks per day than you do. Overall, they’re more searched for than your specialty shop, so they get a better result. Then, Target’s competitors see how well this item is selling so they start selling it as well. Wal-Mart, Filene’s Basement, Bed Bath & Beyond and other large chain stores start carrying and promoting the item. Now, all of a sudden you, who have been selling this item for months, are no longer on the first page of the search results. You haven’t become any “less reliable” than you used to be, you’ve just been edged out by those who have more money and get more clicks. Plain and simple.
This is why it’s important to engage in SEO. You need to be ready to fight for your organic clicks. You need to compete for one of those top spots or you’re missing out on those 33 percent of people who only click on the first option and the 75 percent who don’t look past the first page of results. The chances are that perception of the unreliability of your post, page, or product won’t change any time soon. Sadly, most marketers barely understand search engine optimization. Which means it isn’t a big leap to guess that the people who don’t need to know about it for business are even less likely to understand.