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Subject:Interesting study of Web users From:Emily Berk <emily -at- armadillosoft -dot- com> To:"TECHWR-L" <techwr-l -at- lists -dot- raycomm -dot- com> Date:Thu, 01 Apr 2004 20:15:30 -0800
"Major findings:
? Most participants had little understanding of how search engines retrieve Web pages or how
they rank or prioritize links on a results page.
? The majority of participants never clicked beyond the first page of search results. They
trusted search engines to present only the best or most accurate, unbiased results on the first
page. As a result, two-in-five links (or 41%) selected by our participants during the assigned
search sessions were paid search results.
? Once enlightened about pay-for-placement, each participant expressed surprise about this search engine marketing practice. Some had negative, emotional reactions.
? All participants said paid search links on search and navigation sites were often too difficult to recognize or find on many sites, and the disclosure information available was clearly written for the advertiser, not the consumer. Search engine sites that were perceived to be less transparent about these related disclosures lost credibility amongst the group."
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