According to an iProspect survey, seven out of ten respondents said they clicked a search result within the first page of results, while 92% clicked a result within the first three pages of search results. [Source: iProspect via eMarketer, April 2008]
Gocompare was penalised by Google for boosting its search engine ranking by buying paid links. The company had a search term traffic share of 16% when it ranked number 1 for car insurance but that dropped to 2% during the penalty and is still less than 5%, even though it is ranking in the top 10. [Source: Hitwise, April 2008]
You may be new to online business. As with everybody, as a newcomer, you are bound to make mistakes. But only such a few mis-steps can make your business start lagging, even from the word go. So to further strengthen your grasp on search engines, consider this: if you do not know anything on the subject, you will be forced to hire someone to do the job for you, and this will cost you three times than what you are going to pay for the books. You also do not need to spend time in browsing those numerous web design sites offering the same advantage that a proper book and a training programme will give you.