When people need to find local businesses, products, or services, they turn to Google or other search engines. These days, it only takes a few minutes to quickly find information. All one has to do is take their phone out, enter a few keywords, and then browse the results. When people see your company at the top of Google or other search engines, then the chances are they'll click on your page's link. It's important to note that over 90% of users don't go past the first page of the SERP's, or search engine results pages for short. The bottom line is if your site doesn't appear on the first page, then it is ultimately irrelevant. This is why search engine optimization is crucial.