Some good insights from econsultancy on the importance on being on page one in the SERPs, and more specifically in the top 3 positions.
While it's always been known that top rankings will grant you higher click through rates than lower positions, it is interesting to see that long tail keywords are more likely to achieve higher CTRs as well as cheap CPC terms.
Long tail matters
If you're a small business in a competitive market, then you should really focus on long tail keywords. Although they may not drive as much traffic to your site as generic/head keywords, they'll help you achieve better conversions and therefore increased revenue.
Paid + organic = results
I know I mention this on a regular basis, but a good mix of paid search and organic optimisation will give you the best results as these 2 channels support each other.
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