Searchers: Smarter, Lazier, Both?

A recent study published by iProspect (in conjunction with JupiterResearch) reveals that searchers are feeling less and less adventurous in their pursuit of good search results. Only 8% of searchers go beyond the third page of search results to find a satisfactory answer to their query, which reflects a decrease from 10% in 2006, and an even bigger decline from under 20% in 2002.

In addition, nearly 70% of respondents indicated that they clicked on results on the first page. This marks a significant increase in confidence in first page results compared to 2006 (62%) and 2004 (60%).

About half of the 2,400 respondents indicated that if they did not find what they were looking for on the first page of search results, they would either re-launch or alter their query. Two years ago about 40% said they would do this. Thirty-seven percent said that a company’s first place position reflected its leadership within that vertical.

Analysts at iProspect pointed to the increasing need to utilize Web optimization and paid search ads to obtain a spot on (ideally) the first page of search results.  However, Robert Murray, president of iProspect, also added that marketers should be keen on getting a foothold on the notion of blended search.

“With blended search, it will involve developing new and or different forms of content — not just text optimization,” he said.

It would be interesting to dig at the underlying reasons and motivations behind these apparent behavior shifts. There are many possible reasons: deeper trust in search engines’ rankings, fatigue from the rather stagnant search process, or a better understanding of the deficiencies that stem from imprecise wording. Either way, it appears that users are expecting the first three pages of search results to be an adequate summary of everything that can be found on the topic at hand.

Source:

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