Visibility on Google SERPs matters because the tech giant is translating user conversations right on the SERPs. Businesses are given more opportunity to gain more relevant web traffic - however, getting it is more complex. The average click-through-rate (CTR) for Google SERPs first position is almost 30%. People have the right to consume content the way they want to. Rather than fight it, be where people are looking for answers. Search visibility on the SERP means ranking as high as possible on search engines. This often lets you out rank your competitors and connects you to more potential customers, in principle leading to additional sales. With increased SERP visibility, your business can target your ideal audience and source qualified leads.