How many times you have searched something on Google and visited the second page for results? I hope the answer will be very few times. Even on the first page, we usually click the top 3 to 5 links to get the required information. Instead of visiting the second page, we usually prefer to run the search for the second time using a different word or keyword. What if every time a user (your customer) runs the search and finds your website everytime in top results for his most relevant keywords? You will win the race because your website is fulfilling your user expectations and chances of converting this user to a potential client is much higher.