It’s easy to assume that by having good search rankings; lots of people will find for your website and become customers. You need to test this thinking and make sure you’re not just being optimiztic. Who exactly is the type of person you expect to attract? Imagine them as a single real person, sitting at a computer. Why will this person use the internet to find your product? What will they expect to find? If they do find your website, will they buy from you or will they just use you for information and buy somewhere else?
In most cases good search engine results will benefit you, but it pays to be realistic about how significant the benefit will be.
Ten positions, ordered by rank, with click-through traffic based on their relative position & ability to attract searchers. Results in positions 1, 2 and 3 receive much more traffic than results down the page, and considerably more than results on deeper pages. The fact that so much attention goes to so few listings means that there will always be a financial incentive for Search Engine Rankings. No matter how search may change in the future, websites and businesses will compete with one another for this traffic, branding, and visibility it provides.