Where Do Searchers Click On Google Results?
Do you ever wonder where most users click on the Google search results pages? MarketingSherpa did a study back in 2006 I just happened across, using a heat map (get a free heat map for your site). The study tracks the mouse arrow on the page and where they click. I think the study results are a bit expected, yet a bit surprising at the same time.
Here are my bullet points regarding this image:
- Notice the sidebar sponsored results. Little to no activity. If this is the case, where do all of the PPC clicks come from for search results? Unless you’re the highest bidder and being shown on the top sponsored, there isn’t much action.
- The top sponsored results seem to get the best activity as far as sponsored goes. It would appear the most opportunity would be the last, or bottom of the top sponsored results. In other words, closest to the natural results. Problem is, you have to break your bank if you’re in a competitive market to get those top spots.
- The natural list is what was expected. People prefer natural results over sponsored results. The top 1-2 spots get the majority of the clicks and while the rest of the top 10 get some activity, the top spots are going to pull in a good 60-70 percent of the traffic.
Putting the pieces together, be careful of your sponsored ads. Keep good logs to ensure the clicks are good true clicks. A good click will stay on your site longer than a second or two. A good click will visit your site for a minimum of 15-20 seconds, but generally a few minutes.
If you really want the bang for your buck, go for the the top of the natural results. The clicks are real and no chance of fraudulent activity. Not to mention it usually costs a lot less when it all boils down. Want to learn more? Give us a call! 866.LNK.WRTH.
Per Enrique’s question below, I did an image search and found a link to this site, so credit to them and the actual sources of these images, but here is some other great information about searcher behavior:
Link Building – One of the Best ROI Tactics of 2007 – Study Shows
Reading studies about online advertising is something I always enjoy to dig in to. It really gives you an insight of how companies are spending their money and what they feel is the best bang for their buck. Running an online business and actually being in the marketing industry makes it even more beneficial to understand our target market.
Today I read MarketingSherpa’s Study on the Best & Worst Online Tactics & Budget Plans. I was very happy to see how well the SEO market is doing with the highest Search ROI percentage (57%), trumping paid search ads by almost 25%! No wonder Google is trying to take the feet out from under SEO companies.
What do I mean by that last comment? There is no secret that a main staple of any SEO campaign is link building. Or maybe it is a secret to some, but an SEO firm can optimize the hell out of your site but it’s really nothing without a solid linking campaign. (INSERT LINKWORTH) There is a reason why a marketing agency should use LinkWorth and many use it already as part of their process; it’s effective and it simplifies their jobs. How much of what we do actually works? According to this study, quite a bit. Here’s a graph showing the emergence of text link ads into the marketplace:
What a pleasant sight to see. We had the largest increase from ’06-’07 and we’re in the top 3 of outperforming tactics. What’s even more impressive is the fact link building campaigns are tough to work into conversion systems. I think we do a great job of educating our customers in how they’ll see the benefit, but if you come across someone that lives and dies by the analytics conversion system, it might be a tough sell.
One more thing about this study that interested me was the expectations of emerging tactics. See the image below:
It appears viral video is an area where marketers are looking to increase their budgets. They list Youtube.com, but there are loads of sites videos can be uploaded to. One example of the viral video tactic is the girl Kina Grannis who entered a contest with Doritos to win a music contract with Interscope Records. She used the social network Digg.com and wrote a song “Gotta Digg” for that community. Long story short, it was a hit and so was she, along with getting a contract with Interscope.
Have an agency and interested in using LinkWorth? Call 866.LNK.WRTH and we’ll get you started. Know what you’re doing and ready to go? Or have your own site to promote and want to do it on your own? Then go signup and create your account. You can be on the ground running in just a few minutes.