This fact has created an evolution in the way marketers think of search engine traffic. When you first got involved in SEM and SEO, you likely tended to be very position-focused. It's a natural reaction to a marketplace where top listings deliver scale, and listings below the fifth or sixth position in either paid or organic results achieve far less visibility and drive far less traffic. The point of SEM and SEO is, after all, not to communicate in the listings, but rather on your Web site.
As marketers gain experience in SEO and SEM, many realize the traffic they receive via organic listings may be different than traffic from paid results, particularly for longer search phrases. This in turn gets them thinking about landing page testing and analysis.
