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Online Search Behaviour Study   Laurent Bousis - iProspect Belgium     11h00 – 11h20: Part 1     14h40 – 15h00: Part 2
Trustworthiness of Results
How did the trustworthiness of search resultsevolve over the last 12 months ?• There have been 159 changes to the search e...
Do you know the difference between sponsored andnatural search results on the search results page?• 1 in 2 heavy users and...
Do you think the following zones are sponsored ?• Even for those that state to know the difference, the side ads (zone  B)...
Which type of link do you trust most ?• One half does not discern, the other half tends to favor natural  search results o...
Validation by Observation
Please click on the search result you wouldchoose for this query• The first click on the search result pages for a number ...
“assurance auto” – “autoverzekering” Online Search Behaviour Study 2012 – Copyright
“crédit en ligne” – “online krediet”  Online Search Behaviour Study 2012 – Copyright
“vol bruxelles new york” – “vlucht brussel new york”  Online Search Behaviour Study 2012 – Copyright
“bmw x1” Online Search Behaviour Study 2012 – Copyright
“recette tiramisu” – “tiramisu”  Online Search Behaviour Study 2012 – Copyright
“calculer imc” – “bereken bmi"  Online Search Behaviour Study 2012 – Copyright
“restaurant sablon” – “restaurant antwerpen" Online Search Behaviour Study 2012 – Copyright
“emploi namur” – “werk antwerpen" Online Search Behaviour Study 2012 – Copyright
Conclusion• The most efficient positions by far are the top 3 sponsored results  and the top 3 natural results.    => If y...
Thank you !              Download the full study here:              www.iprospect.be              Contact me at           ...
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Laurent Bousis - Search Study 2012 - Part 2: The impact of paid and natural search on your business. - INTRO BY: Laurent Moreau, Ant Research

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Search Study 2012 - Part 2: The impact of paid and natural search on your business. - INTRO BY: Laurent Moreau, Ant Research

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Laurent Bousis - Search Study 2012 - Part 2: The impact of paid and natural search on your business. - INTRO BY: Laurent Moreau, Ant Research

  1. 1. 1
  2. 2. Online Search Behaviour Study Laurent Bousis - iProspect Belgium 11h00 – 11h20: Part 1 14h40 – 15h00: Part 2
  3. 3. Trustworthiness of Results
  4. 4. How did the trustworthiness of search resultsevolve over the last 12 months ?• There have been 159 changes to the search engine results reported by Google in Q1 2012 to improve quality. 39 last month.• 17.5% feel the results are improving. Only 10.7% feel they are declining. Online Search Behaviour Study 2012 – Copyright
  5. 5. Do you know the difference between sponsored andnatural search results on the search results page?• 1 in 2 heavy users and 2 in 3 light users does not know the difference Online Search Behaviour Study 2012 – Copyright
  6. 6. Do you think the following zones are sponsored ?• Even for those that state to know the difference, the side ads (zone B) are mostly correctly identified as sponsored but the top ads (zone A) much less Online Search Behaviour Study 2012 – Copyright
  7. 7. Which type of link do you trust most ?• One half does not discern, the other half tends to favor natural search results over sponsored search results Online Search Behaviour Study 2012 – Copyright
  8. 8. Validation by Observation
  9. 9. Please click on the search result you wouldchoose for this query• The first click on the search result pages for a number of sample transactional and informational search queries was recorded as a red dot for the 988 interviewed users (they had the opportunity to skip the question).
  10. 10. “assurance auto” – “autoverzekering” Online Search Behaviour Study 2012 – Copyright
  11. 11. “crédit en ligne” – “online krediet” Online Search Behaviour Study 2012 – Copyright
  12. 12. “vol bruxelles new york” – “vlucht brussel new york” Online Search Behaviour Study 2012 – Copyright
  13. 13. “bmw x1” Online Search Behaviour Study 2012 – Copyright
  14. 14. “recette tiramisu” – “tiramisu” Online Search Behaviour Study 2012 – Copyright
  15. 15. “calculer imc” – “bereken bmi" Online Search Behaviour Study 2012 – Copyright
  16. 16. “restaurant sablon” – “restaurant antwerpen" Online Search Behaviour Study 2012 – Copyright
  17. 17. “emploi namur” – “werk antwerpen" Online Search Behaviour Study 2012 – Copyright
  18. 18. Conclusion• The most efficient positions by far are the top 3 sponsored results and the top 3 natural results. => If your business can maintain a position in both, you will capture a quarter to half the search volume• Side sponsored results have been declining for some time (check your top vs other KPIs). => If your business is not visible in natural results and only on side sponsored results you will capture ten to twenty times less search volume.• We demonstrated this search behaviour can be explained by the evaluation belgian users make of the search results and their knowledge and perception of the difference between paid and natural links.
  19. 19. Thank you ! Download the full study here: www.iprospect.be Contact me at laurent.bousis@iprospect.be iProspect Belgium Managing Director Visit us at iProspect Belgium SA NV Rue du Moulin à Papier 55 Papiermolenstraat Bruxelles 1160 Brussel - Belgium

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