 So, students in this module I will talk about why search engine optimization is important and that importance is going to be reinforced by sharing with you some of the recent and critical facts about search engine optimization, critical facts in terms of dollars and cents in terms of the percentage of people the viewers who are involved who are there who is your market. So, this is the module coverage which I will be doing and sharing with you in this module. So, let's start with it why people search now as opposed to maybe a decade ago or maybe more that time people are not searching for documents right now they are not searching for documents only that used to be the case but it is not the case people want to solve problem for example if a person has to travel between two points the person wants to know that which companies bus companies are offering that travel which one is most suitable in terms of time in terms of facilities in terms of the ticket price and of course what is a travel time and most important with reference to whether if that travel is going to happen or not trying to solve the problem. So, there is a consumer journey which the marketers given a fancy name which starts from the what the user wants and till it ends what the user gets what is what their user wanted. So, traditionally it used to be a funnel it used to be linear okay awareness consideration purchase that is not the case in next module I will show you and I will share with you more details about this journey. So, now this journey is not like a funnel this journey is like a crazy straw okay going like this like this like this and this maybe maybe and this then like this. So, it is a complex journey and this journey is driven by the user himself or herself using what using the search engine main areas of marketing there are three main areas of marketing which are attract engage convert okay and attraction is the most prominent feature of search now remember one thing that if you are online you have to be search optimized whether you are a startup you are established business you are a local business you are small you are medium you are large scale and if the people are looking for something which involves you you should be better on top of the list that is what search engine optimization is about now this point which used to be the case you build it people will come that may be a case for very limited things for example shopping mall shopping mall requires tremendous amount of investment okay people will come over there but when it comes to websites web applications there are hundreds and thousands maybe in millions maybe more so that argument is not going to work you have to market it okay every page is or should be search engine optimized page because these are your pages okay the user may land over here the user may land over here so every page has to be search engine optimized and the consumer journey is on various devices they can be cell phones they can be PCs they can be laptops they can be tabletops there can be uh tablets even my microwave could be performing searches so there are new devices there are new ways there are new searches audio video images you name it and new things are going to come so let's look at some facts organic traffic statistics so if the average traffic share first google organic search result first result first result gets 32.5 percent of the traffic so if you're on the top you get 32.5 percent of the traffic and if you are in the in the first page you get this tremendous amount of traffic okay and 51 percent of the traffic comes from the organic search organic search remember the glossary I shared with you and then the 10 percent from paid search 40 percent revenue captured by organic search which comes on your screen without any payment and 73 billion over the cost which were made subsequently let's look at dollars and cents 65 billion dollars the company spent in 2016 and by 2020 this number is going to be 79.27 billion dollars that's a tremendous amount of marketing money and you can imagine if you get on the first page of the search okay remember the slide this is the 91.5 percent of the share you get so you get a very big chunk of the pie chunk of the pie piece of the pie this is the amount monthly spent on search engine optimization okay and out of this this large money this 77.8 percent is going to go to google tremendous amount of search engine optimization money so you have to ensure that your your company your page it comes on that first google page and then 80 percent of business near me which is up okay with this as for 2014 18 percent after the the search they purchase within a day so you have to make your web page attractive and it has to be workable on a smartphone device 77 of consumers say it's important to have directions and a call button on the ads you should be using google maps so you see there is a tremendous amount of money okay which is there waiting for you it's waiting for you you have to develop and you have to optimize your web pages so that they come on top they are attractive to the search engines and they have to be optimized to be attractive for search engines for you to get a piece of that pie that's all for you in this module thank you very much