If your company web site is not listed on the first page of results returned by Google or other search engines your chances of getting found are pretty slim. In a study conducted by Jupiter Research findings showed that web surfers just don’t click to the next page of the returned search results. Rather, they abandon the search and rephrase the search terms or switch to another search engine. Below is an excerpt from the study:
- Key among the findings relating to the current search engine user community is that 62% of search engine users click on a search result within the first page. This reinforces the need for business owners to ensure that their web site is ranked on the first page of search results for the keywords used by search engine users to find their products, services, or information.
- The importance of appearing high in the search results has actually increased over time. We see a very interesting trend between 2002, 2004, and 2006 data as it relates to this finding. The data indicates that more search engine users are clicking on the first page now (62%) than in 2004 (60%) than in 2002 (48%). Inversely, fewer search engine users are willing to click on results past the first page now (10%) than in 2004 (13%) than in 2002 (19%).
- In a second, related finding, 41% of search engine users who continue their search when not finding what they seek report changing their search term and/or search engine if they do not find what they are looking for on the first page of search results. A full 88% do so if they do not find what they seek in the first three pages.
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Source: Jupiter Research