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Research into how people use search results indicates a trend more to the importance of appearing high on organic search ranking. You get higher rankings by implementing what you learn from a keyword ranking report.
Research by iProspect has been conducted into how people use search and the difference between findings in 2002 compared to recent research illustrates the importance of ranking high. One of the key areas this research reveals is how many internet users click on listings shown on the first page of the search results. In 2002, 48% clicked on first page listings; by 2008 this percentage had jumped to 68%.
This study also looked at how many searchers look beyond page three of results. Today just 8% of internet users venture beyond the third page of results compared with 19% in 2002. It is vital for a Web site to be found within the top few search results, and its best to be on the first page. At a minimum, the Web site should appear within the first three pages of search results.
Whether this is accomplished through optimization of web pages, or through paid search ads, the need is quite obvious. Finally, the research suggests that more and more internet users believe that sites that are listed on page one of the search results pages are the leaders in their field, highlighting the importance of using a power keyword.