In the world of search engine optimization (SEO), high keyword rankings are not just highly sought after, but they are the most sought after achievement in the industry.  Any small business or brand strives to obtain the first organic listing in search results, since the traffic and lead opportunities that are associated with this position are so lucrative.

But because of the evolution of paid advertising and expansion of universal search, as well as Google’s efforts to provide consumers with content that resolves around their demands directly in search results, the opportunities that are attached to traditional keyword rankings seem to be diminishing quite fast.

With today’s search landscape, digital marketing specialists and SEOs need to consider if it’s worth the amount of time and resource that’s required to achieve premier organic rankings, especially considering the CTR associated with organic rankings that are positioned under the PLAs, local results and the like.