The study further explains that 75% of users do not scroll past the first five pages of the SERPs. The value rose to $79 billion in 2018 and is projected that the spending would be over $80 billion in 2022. A research report from 99 FIRMS indicates that businesses in the US spent $65 billion in 2016 on search engine optimization. Statistics give us a sneak peek into the relevance of this business practice. Research has shown that these buyers are likely to buy from businesses that appear on the first page of SERP and the higher you rank on this page, the more likely it that the buyer will purchase from you. In this digital era, many potential buyers are likely to search for the service or product online. The buyer’s journey often starts with a need that the buyer wants to fulfill. Companies must thus stay on top of the game – literally - with their sites if they are to maintain a competitive edge, and search engine optimization (SEO) has proven to be the goose that lays the golden eggs. Websites have come to play a critical role in many businesses as people are finding it more convenient to shop in the comfort of their homes.
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