Users still click on the most prominent search results, but they are beginning to look beyond Google
New research has highlighted the importance of search engine optimisation (SEO) and paid search-engine links for firms looking to boost their online presence.
Online marketing agency Harvest Digital found that nearly half of all internet users spend a third of their time spent online searching, and 43 percent of users are likely to click on links because they are on the first page of results.
“Users don't seem to be influenced very much by brand or a familiar URL, as long as what [they] click on is relevant,” said Mike Teasdale of Harvest Digital. “I'd hope web managers are on top of [SEO] by now because being a big brand is not enough to deliver success in the marketplace.”
The survey also found that most people search using three or four keywords, highlighting that they are probably looking for deep links into content, so web managers must be sure they provide navigation tools for users to return to a site's homepage, he added. It also underscores the need for SEO efforts to look beyond two-word or single-word search terms.
Teale predicted that vertical search services, based around individual industries such as travel or supermarkets, will become increasingly important. Mainstream rivals to Google such as A9, Ask and Yahoo are also set to make more of an impact, he argued.
"Seeing Google's dominance can be quite depressing but we have probably reached a high water mark and we'll see things fragment from here on in," he argued.
New research has highlighted the importance of search engine optimisation (SEO) and paid search-engine links for firms looking to boost their online presence.
Online marketing agency Harvest Digital found that nearly half of all internet users spend a third of their time spent online searching, and 43 percent of users are likely to click on links because they are on the first page of results.
“Users don't seem to be influenced very much by brand or a familiar URL, as long as what [they] click on is relevant,” said Mike Teasdale of Harvest Digital. “I'd hope web managers are on top of [SEO] by now because being a big brand is not enough to deliver success in the marketplace.”
The survey also found that most people search using three or four keywords, highlighting that they are probably looking for deep links into content, so web managers must be sure they provide navigation tools for users to return to a site's homepage, he added. It also underscores the need for SEO efforts to look beyond two-word or single-word search terms.
Teale predicted that vertical search services, based around individual industries such as travel or supermarkets, will become increasingly important. Mainstream rivals to Google such as A9, Ask and Yahoo are also set to make more of an impact, he argued.
"Seeing Google's dominance can be quite depressing but we have probably reached a high water mark and we'll see things fragment from here on in," he argued.
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