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Blended Search Results have changed Search Behaviour


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Blended search has changed the way searchers behave within the SERPS. With online video searches increasing, traditional search behaviour has moved away from scanning the top results as seen within the eye tracking studies done by Google.

Navigational search increasing every year showing heavy reliance on Google & Other SE's delivering relevant results.

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Blended Search Results have changed Search Behaviour

  1. 1. Blended Search changes Search Behaviour Traditional Search Behaviour Blended Search Behaviour By Brett Pringle
  2. 2. Traditional Search Behaviour Golden Triangle (Enquiro) Eye Tracking Study on traditional search behaviour from 2005 Search results pages show us the value of the top listings within the first result pages for search engines
  3. 4. Search Query Behaviour 2008 JupiterResearch and IProspect conducted a survey on user patience Over 40% of searches do not look further than the first results page (2008)
  4. 5. Introduce Blended Search – Search Behaviour Google releases Eye Tracking studies based on blended search results examples
  5. 6. Blended Search Behaviour
  6. 7. Video searches increase dominating searches within the UK market online. 1 in 35 searches go to a video specialist site as reported by Hitwise UK in March 2009 (increasing over 40% within the space of a year) YouTube holding 62% of this traffic within the month of February 2009 Video search increases
  7. 8. Navigational Search increases Traditionally - 80% informational searches, 10% navigational, 10% transactional ( 80/20 split) Navigational growth has seen a large increase over the years ( over reliance on Google or have users become lazy? )
  8. 9. UK / US Split for Navigational Search Percentage of brand search that ended up at the brand owner VS competitors
  9. 10. What does it mean? Traditionally for SEO, first page results for primary search phrases would deliver the traffic needed to client sites Blended search has changed this, search marketing now does not simply entail optimising for search phrases within organic search Images / Video (especially video within the UK) offer marketers another angle to drive traffic to websites. As the demand grows, online marketers need to adapt and cover all angles from a search perspective. Navigational search increases also mean that companies need to ensure they have their brand secured within the search engine results to keep in line with the search trends (SERM)
  10. 11. Thank You Questions? Comments? Feedback?