The document provides an introduction to search engine optimization (SEO) and discusses several important topics for driving targeted traffic to a website through SEO. It notes that the top search engine result receives 42% of clicks while lower positions see significantly less traffic. Good site design, quality content, keyword research, and natural/organic optimization techniques can help improve search rankings. It also briefly discusses pay-per-click advertising options and their advantages and disadvantages compared to organic SEO.

1. How to Drive More Targeted Traffic to Your Web Site - An Introduction -

2. Why You Should Care About SEO? As can be clearly seen the first position gets about 42% of the click-throughs. Position 2 receives a staggering 70% less click-throughs and only receives roughly 12% of all traffic. Position 3 receives only 8% and thereby drops about 28% compared to position 2. The rest of the positions show a gradual decrease in click-through percentage, whilst the bottom position generates more traffic than position 9.

4. Segments of Search Engine Results Page (SERP)

5. Local Search – getlisted.org