As search marketers, we’re constantly focusing on page one organic search results for our clients. Appearing in the top ten results for a search on Google brings long-term, cumulative returns. Not so much for rankings after page one.

Data by iCrossing analyzing natural-search referrals shows that only a tiny number come from results after the first page.

Unsurprisingly, this was the case across all three of the major search engines.  At least 95% of traffic from each originating from the first page of results after a nonbranded search. Less than 2% of search-referred traffic came from clickers tenacious enough to look for results after the second page.

Marketers are increasingly recognizing the importance of investment in search optimization so they can appear in the top results and benefit from the huge portion of clicks that go to the top hits. The Society of Digital Agencies (SoDA) found that search optimization was the third priority of senior marketers worldwide, after social networking and improving digital infrastructure.