Most people aim to have their Web site in the top 3 positions on the Google search engine organic results page, but if you can not achieve the top positions is fourth the next best option?
Not necessarily! studies have shown that users follow common patterns when scanning and selecting links to click. The top two are always the most popular then followed by the 6th position link and then the 10th bottom position link.
This pattern is repeated for the next three pages on Google giving an average of 4 clicks per Google page. In theory this means that being in the last position on page two for a search phrase can result in you receiving more hits on your site then being in positions 5,7,8 and 9 on the first page equating to a theoretical position of (in terms of potential click quantity) of 8.
This information is also of value if you are considering a pay per click campaign as paying for higher positions will not necessarily benefit you against your competition.
