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Buyers and information seekers vary when interpreting SERPS

Tanya Goodin
Tanya Goodin
CEO
8 March 2007

A market survey released by Search Media bureau CheckIt and De Vos
& Jansen Market Research has proven that buyers read search engine
results differently than those seeking information.

The survey is based on a study sample of 50 respondents who viewed
results on search engines such as Google, MSN, European Lycos, and the
Dutch search sites Ilse, and Kobala.

Searches were made for five popular e-commerce products such as car
insurance, loans, airplane tickets, and MP3 players; with half of the
group aimed at finding information on these products and the other half
looking to purchase.

The main conclusions of the survey show that:

• 98% of consumers look at the natural or organic results

• 96 % look at the sponsored results that feature on top of the results pages.

• Consumers take approx. 1.1 seconds to view a search result, whereas ;

• Buyers view more results, are focused on familiar brand names and take longer when viewing results.

• Those searching for information spends a fewer amount of time
viewing results, and are more focused on content than on brand names.

What this study shows is that users will click on search engine
listings if they include reliable brand names, interesting website
descriptions and features, prices and reference to other products
listed on the site.

It is argued that it is vital to be listed within the organic /
natural results on Search Engine Results Pages as these are the most
viewed with consumers spending more time on them.

Robin Says:

‘This survey just puts stats to an already well-known fact. It
is vital for business websites to be listed not only in the organic
results, but to hold the top three places within the results page. In
doing so, it will have a positive effect on your business by reaching
new markets and ultimately an increase in profits.’

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