There are many differences between a heatmap of Google in 2008 versus in 2005. Now it is more important to rank in the top three in Google. People pay less attention to lower ranking links. Perhaps this is because people are pressed for time ands cannot scan every link.
The result is that SEO is more important than ever as fewer firms can afford to simply be in the top ten. To compete you must now be in the first four results because those capture about 80% of sales, versus position five and below must fight for the remaining 20%. Well, so now more than ever you must be trying for position one.
The new Google heatmap reveals that users now do not look at the bottom of the page as much, but concentrate on the first few links. Also gone are the days when users would go to page two or three of results.
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