Search engine optimisation is an art, and people get paid a lot of money to do it. There are now some firms that offer all sorts of services to make sure that your website can be found near the top in Google and other search engines. Why is it so important to get to the top? Because one study "concluded that sites that appear on the first page of results attract six times the traffic they did before landing there and earn double the sales." Being in the first Google page means big money, which creates an incentive to be there at whatever cost. This situation has created an economy of links, where getting links to your site enhances your Google rating.