Ranking on page one of Google is key to the success of any business that operates online. Whether in the paid search results or organically, a higher ranking means more web traffic from potential customers. In fact, stats show that the number one result in paid search sees more clicks than all the others (obviously, right?). The top organic search result sees a CTR of between 25-33%. And even for paid results, the top spot attracts a CTR of around 18.9%, dropping to 8.8% for the second spot. Put simply, your search ranking matters. And this goes for double when you’re targeting local search results. This is precisely why many businesses and websites put a lot of effort and resources into finding the right keywords that will help rank them higher than their competition.