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What Do People Click In Search Results?

First Result Page Is Getting More Important

Originally Published: April 15, 2008

Blended Results And Specialized Searches

Google blended results screen shot

Which Results Are Clicked By Web Searchers?

  • 36% of searchers click news results within blended search results, while only 17% click a news result after conducting a news-specific search.
  • 31% of search engine users click image results within blended search results, while 26% click an image result after conducting an image-specific search.
  • 17% of search engine users click video results within blended search results, while only 10% click a video result after conducting a video-specific search.
  • Images are the most clicked result type after a specialized search.
  • News items are the most clicked result type within blended search results.

The First Result Page Is Getting More Important

  • 68% of search engine users click results on the first page of search results, compared to 62% in 2006, and 60% in 2004.
  • Only 8% of search engine users review more than the first three pages prior to clicking on a result.
  • 49% of search engine users who continue their search when not finding what they are looking for, change and/or re-launch their search after reviewing just the first page of search results, up from 40% in 2006, and 42% in 2004.
  • 37% of online users associate appearance at the top of search results with a company's leadership within its industry or category, up slightly from 35% in 2006 and 33% in 2002.

What Do Blended Results This Mean For Your Website Rankings?

  1. If your website cannot be found in the top 10 results for your keywords, then you should use IBP to optimize your web pages right now.

  2. In addition to getting top 10 rankings, it is also important that your web pages attract clicks. Write compelling web page titles. The more attractive the headline of your web page in the search results, the more people will click.

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