Why is Search Engine Optimisation important?

With literally billions of searches conducted every month, search engines have essentially become our gateway to the internet.

Unfortunately getting yourself simply listed is not enough as clicks on a search engine results page are not evenly distributed amongst the results. Research has shown the higher a website is ranked by a search engine the more clicks they will receive* with the top result receiving by far the largest proportion of all clicks, followed by the 2nd and so on.