SEO (Search Engine Optimization) is not only about getting the first page search result in search engine (Google, Bing etc), and the truth is, even if you are not on top position you can still generate a good business as people actually explore more than just first position when they are actually looking for something (think about yourself searching your website designing). Maybe you get the first page in search engine with keyword which is not even relevant to your business or maybe your business actually is meant for local audience and you are not focusing it locally. 'If you are providing the services in Mumbai and you are getting a good ranking in the Dubai or in Chennai, you will obviously not get the best return on your investments over SEO ' 'the other case could be that you are getting 20th position in Mumbai with a relevant keyword and you are still getting good visits to your website because people are actually looking for your services'. I am not saying that it's not beneficial to be on top position, of course it is. But only when you are actually getting it with relevant keyword.
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