It is very important to companies to find out Google’s algorithms in attempt to get their website ranked as high or near the top of the page (for natural/unpaid) as possible. The main reason for this is related to click through rates (CTR). There is a huge between the 1st link of the search even compared to the 2nd or 3rd link let alone links that are not on the first page. According to this website, http://www.internetmarketingninjas.com/blog/search-engine-optimization/click-through-rate, it clearly shows that the first link on Google, has a CTR of around 18%, while the second and third links on the page drop down to 10% and 7% respectively. The CTR only continues to drop after that. It should now be evident why companies invest so much effect on search engine optimization (SEO). The difference between being the first link that shows up when a user searches something on Google and the second link is already a huge different in clicks. Therefore companies will try to understand Google algorithms to increase the chance of being the first link. They might even resort to SEO methods such as link spamming or keyword spamming that doesn’t add any content value to the users but is just a way to “trick” Google.
Now think about this from a users point of view. When you are looking up something on Google, chances are if you don’t find it within the first few links or even links on the first page you are likely to refine your search and try new keywords as opposed to looking on page 2, 3 etc and so on. If you find what you are searching for, you will most likely click on the first link that shows up. This matches the numbers that the link above is suggesting for CTRs.