It’s budget season. And, for those of you who have been questioning your SEO investment take note. The most recent click through rate study conducted by Advance Web Ranking reinforce the value that the top spot has in the organic search results.

The study shows that on average, 71.33% of searches resulted in a page one Google organic click. Only 5.59% of clicks came from pages two and three. And, clicks from pages 6-10 only accounted for 3.37%.

The really stunning statistic is that the first five results account for 67.60% of all clicks. Meaning, if you are not in the top 5 you are missing out on a huge amount of traffic and potential clients. This is why you invest in SEO.

Now, it is certainly reasonable to question the effectiveness of your SEO strategy. If you don’t rank in the top five for your most important keywords then you need to look at your process. Why aren’t you ranking at the top? Are you trying to compete for highly sought after keywords that you may never win? Are there holes in your optimization efforts? Have you dotted all the “I’s” and crossed all the “T’s”? Staying up-to-date on the changes happening to search engines can help out as well.

The study was based on Google Webmaster Tools data collected for the month of July, 2014. They analyzed 465,000 keywords across 5,000 websites.