[T2DMan]

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Just received an excellant article on webpronews about how people use search results. It highlights the importance of doing everything right - correct title, meta description, url... all should scream "QUALITY" and "RELEVANCE" to what the user is searching for.

Two studies that made an enormous impact on the search marketing field this year are the Eye Tracking research conducted by Enquiro CEO Gord Hotchkiss and a whitepaper published by Lisa Wehr, CEO of OneUpWeb titled, " Target Google's Top Ten to Sell Online." Gord's study shows the basic F (or triangular) shape search user's eyes tend to follow when examining search results. Lisa's study found that search users are up to 6X more likely to click on the first few organic results as they are to choose any of the paid results.

A third study, "Accurately Interpreting Clickthrough Data as Implicit Feedback," released earlier this week by Cornell professor Thorsten Joachims looked at the links users found on search engine results pages and questioned why they choose which link. The results show again the importance of high organic search engine rankings. The researchers asked subjects to perform searches and looked at which results they viewed, which they clicked on, and what happens if those links are mixed up.

The Cornell study found that search users tended to view (look at) the first five organic results with a high percentage of them (approx. 2/3) viewing the top two listings with 42% of them selecting or clicking on that link. The number of search-viewers halves to approximately 1/3 of users viewing sites appearing in positions 3, 4 and 5. The numbers drop to about 1 in 10 users tending to view the 9 th and 10 th placed sites.

When a search user views search listings, it doesn't necessarily mean they click on those listings. In this context, to view means to examine. Users tend to examine the text used to phrase the reference link as well as the descriptive paragraph appearing beneath the link before deciding to click on it.

This is especially true for the smaller number of searchers who view listings found in the 3 rd to 10 th positions as users who examined those listings tended to spend more time on the results page before choosing the link to click first. In other words, 1/3 to 1/10 of users are conducting preliminary research by seriously reading the text used to phrase the results before clicking.

This finding was backed up in another part of the Cornell study that showed when the same Top2 results were reversed, the text used in the link and description had a notable influence on which link the user clicks. The research found that when results were switched around, 34% of the users would still click on the site ranked in first place, even when they had seen the now #2 site there earlier.

In his Alertbox review of the Cornell study, Jakob Nielsen succinctly notes, " If users always clicked the best link, then swapping the order of the two links should also swap the percentages, and this didn't happen. The top hit still got the most clicks.