What does this mean?

It means if your online strategy depends on pay-per-click ads you could be missing out on nearly 95% of your audience as only a small percentage of users click on paid search results. 

What are your other options?

Explore opportunities that can help improve your organic / natural search results, which means getting high up on the list of results that appear below the paid ads. Keep in mind that to develop an effective SEO campaign, showing up on page one is critical. In a Gravitate Online study of over 8 million clicks, 94% of users clicked on a first-page result, while fewer than 6% clicked to the second page. Furthermore, a study by Chitka Insights found that the top listing on Google receives 33% of the traffic, compared to 18% for the second position, 6.1% for the fifth position and just 2.4% for the 10th position. This means that not only do you need to be on page one of Google, but it’s critical to be near the top of that page as well.

How do you get to the top of the organic search results?

This can be a huge challenge as companies can spend thousands of dollars trying to improve their SEO (Search Engine Optimization) strategy. But Google doesn't want to be tricked; their objective is to provide a list of websites that are the best fit for the desired search terms. For example, if you type in 'new condos in Burnaby' Google will list sites that best match those terms, which tend to be websites that provide multiple pages of relevant content. That means a better strategy to improve your website traffic is to secure exposure on those sites that already occupy a high organic ranking (like bcnewhomes.ca).

Look at it from the consumer's point of view.

When you're shopping for a hotel do you visit specific hotel websites like Marriott.com or HolidayInn.com - or do you utilize a website like hotels.com or expedia.ca? Most of us go to these 'vertical search engines' because they allow us to see content from multiple sources. The same applies when looking for a new home - consumers would rather visit a site that provides content from a variety of developers than they would visit individual development websites.