Your Internet marketing strategy should be focused on page one above the fold – everything else is a detour
The new study from Enquiro and EyeTools is over 100 pages and cost $149 – well worth the price.
In the intro it compares search results to the anchor tenants in a shopping mall – and says that in Google search results the page one anchor is the number one organic result.
That’s what we’re all looking for. Everything else is a detour on the way.
Yes, Top Sponsored results get high visibility and a reasonable number of click throughs, but more often than not, it’s because they happen to catch our attention while we are looking for the top organic listing. With rare exceptions, we’re not looking for a sponsored result.
The study also introduces the Google Effect.
Here, in layman’s terms, is a quick explanation of the Google Effect. Google is relatively good at getting the best listings to the top. Over the time we have used Google, we have come to realize this.
There’s a high likelihood that the most relevant result will be the first one we see. We’re not clicking it because it’s number one. We’re clicking it because Google has done its job just as we expected it to and put the best result in the first place we’ve been conditioned to look.
