When it comes to SEO, oftentimes a website owner thinks that their competitors are some of the largest brands in their industry, but that's not always the case. Advertising is a very important part of running any type of business. One way Google can algorithmically judge the value of a website’s content is using a metric called “time to long click”. A long click is when a user clicks on a search result and stays on the website for a long time before returning to Google’s search page. If you are serious about your website, at least install Google Analytics or any other preferred statistics app. Collect data about your visitors, and find out what the customer journey on your website is. Find out what pages people like and which pages they dislike. One hundred percent of searchers look at the first organic result, whereas only 50 percent look at the first paid result.