How buyers and information searchers behave
David Rosam on May 02 2007 at 5:40 pm | Filed under: Pay Per Click, Search Engine Optimization
De Vos & Jansen Market Research and Search Engine Mediabureau Checkit have published a report on how Buyers and information searchers view search results differently:
Search behaviour conclusions
1. Consumers view a search result for 1,1 second.
2. 98% views the organic search results.
3. 96% views the top (three) sponsored search results.
4. 31% views the sponsored search results on the right.
5. Buyers view more search results (10) and take more time to view the results (11,4 seconds). They also focus on familiar brand names.
6. Information searchers view less search results (8) and spend less time on a result (9,4 seconds). They pay more attention to contents than to brand names.
Interesting stuff, but little here to really surprise. However, it’s always good to have some research to back up experience.
One thing I would say, though, is that using Google Analytics to dig into what actually happens to Adwords-based visitors has shown me that the most profitable traffic doesn’t always come from the three sponsored links above the natural results. The sweet spot is often somewhere on the right, where you can really save budget on those CPCs.
How buyers and information seekers view search results differently.
