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The Google search engine doesn’t just lead the market it practically owns it, Google is #1 with a whopping 93% share of the worlds search market.

In Global terms the rest of the market is shared between other search engines,  Bing  is #2 with just a 2.4%  share and #3 is Yahoo with a share of just 1.6%.

In the USA, Google is still #1 with 64%  market share, while Bing/Yahoo share the remaining 36%. 

If you can only track your rank on one set of search results it’s a safe bet that you should track on the Google search engine, for your geographical target market, whether that is a town, a city, a county, a region, a state or a country.

Also unless you know that your customers strongly prefer desktop devices you should prioritize tracking rank for search results using mobile devices.

Conversion rates for SEO traffic are almost 9x higher than other sources of traffic, think about that for a moment, from the same volume of traffic 900% more sales, and it doesn’t stop there because search engine users click on the organic search results about four times as often as paid adverts, ranking your site can increase your sales by 45x! The old techniques of “interruption marketing” aren’t completely dead but they definitely don’t work like they used to, paid advertising is getting more expensive and less effective too.

In the 21st century information age everything is expected “on demand”, consumers ask the search engine for what they want or need and they expect to get it – fast!

Consumers are time and attention poor, they are continually bombarded with far too much information so capturing their attention is harder than ever, attempts at interruption with marketing are mostly ignored by necessity and seldom appreciated. 

The consumer has been empowered by the internet and rightfully expects to find the information they want , when they want it, ie on demand. 

SEO is about making sure your website is highly visible when it is relevant and when that happens visitors are almost nine times more likely to engage with your website and become customers, it’s simple really!  Leads from search engines have a 14.6% close rate, while outbound leads (ex. cold-calling, direct mail, etc.) have a 1.7% close rate.

That’s right nearly all online activities like non-grocery shopping, researching, booking and enquiring start with the use of a search engine.
In addition even when the online experience didn’t start with using a search engine say for example a link is clicked from an email or on social media, when the user is engaged in activities like purchasing or booking they practically always involve the the use of search engines as part of the research before making a purchase, no business can afford to ignore this information if they want to thrive.

The vast majority of search engine users only click on organic results and ignore paid adverts, research data repeatedly shows that organic ranking will generate significantly more traffic than paid adverts, plus a visitor from organic search is 9 times more likely to make a purchase versus other types of visitors too! 

The reasons for this are that visitors know that paid results are only shown because they paid and not on merit in that sense search engines have become a victim of their own success, organic search delivers such high quality results that they have an implied quality to them which has two very important effects:

• 9 times more users click on the organic results versus paid adverts.
• Organic Search Visitors are far more likely to convert into customers and prospects SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.

• 50% of people who performed a local search on their phone went to a physical store within one day.
• 34% of people who performed a their search on a computer or tablet went to a physical store within one day.
• 18% of local searches made with a mobile phone lead to a sale within one day.
• 60% of American adults perform searches for local services or product information on tablets and smartphones.
• 50% of searchers using mobile phones to conduct local searches are looking for things like a local business address before a physical visit to the business.
• 78% of local-based searches on a mobile device result in a purchase being made “offline” i.e in a physical store.
• 71% of people say that they search for the location of a business to confirm it exists before visiting the physical business location for a first-time visit.
• 33% searches using a smartphone are conducted immediately before arriving at a physical store.
• 97% of consumers search online for local businesses in 2017, 12% of consumers search online for a local business of some type every day.