First Page Search Engine Listing Provides Brand Lift

Today, the Center for Media Research has highlighted a study conducted by Jupiter Research that revealed 62% of search engine users click on a search result within the first page of results, and a full 90% of users click on a result within the first three pages of search results (These figures were just 48% and 81%, respectively, in 2002).

High-level findings include:

• 36% of search engine users believe that the companies whose websites are returned at the top of the search results are the top brands in their field.
• 41% of search engine users who continue their search when not finding what they seek, will change engines or their search term if they don't find what they seek on the first page of search results.
• 88% will change engines or their search term if they don't find what they seek on the first three pages of search results.
• 82% of search engine users re-launch an unsuccessful search using the same search engine as they used for their initial search, but add more keywords to refine the subsequent search.
• In a 2005 Jupiter Research, quoted in the report, 87% of commercial clicks take place on the natural (not sponsored) search results.