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Google Search & SEO: Public Understanding Attitudes and Behaviour

Google What does the average con- sumer understand about Google's algorithms? What are the most revealing consumer attitudes to Google's search results? How do the public behave when presented with a page of organic search results and ads? Richman SEO Training in conjunction with CINT conducted the following study on a census representative sample of 1000 U.S. Citizens. SEARCH & SEO: Public Understanding, Attitudes and Behaviour GOOGLE ALGORITHM 1 49% Popularity We asked consumers to choose from a list of possible ranking factors they believed were most likely to affect organic search results. Although 'Relevance' came in as the top answer, it was closely followed by 'Popu- larity' and 'Click Through Rate. Only 18% of responses considered back- links to play any part in organic The number of visitors the website receives search results. * 56% Relevance How closely the web page matches your search term 33% 18% 17% 13% 13% Links Time Click throughs Citations Social Media spent Signals How likely are you to click on organic results compared to ads? 37% 36% 25% 2% never click on the organic results I only ever click on the organic results Much more likely It depends on the results I see IMPORTANCE OF RANKING IN SERPS 59% were more likely to click on the No.1 listed website than any other SERPS result. We asked consumers how they feel about those websites' ranking in the top positions of organic SERPS. It was no surprise that high ranking sites received more clicks, but along with those clicks comes an assumption that the site is also trustworthy. said that a website listed 44% prominently in Google's organic results was more likely to be trustworthy. 1st said that a recognizable brand name was likely to influence which website they clicked on in SERPS. 37% GOOGLE ADWORDS 65% We asked consumers how they feel about PPC ads that run alongside and above the organic 63% results. For most, PPC ads were 23% viewed more negatively than organic search results; some claiming never to click on paid search listings. said they only ever click on organic search results and have never felt less favorably towards Google ads compared to the said that they were more clicked on a Google ad. likely to click on organic results than Google ads. organic searchresults. Google noWN! PERSONALIZATION We asked consumers how they feel about Google personalizing their search results. Most were unaware that the results they see are not the same for every Google user. 64% 54% were unaware that Google search results were personalized. were unhappy about Google tracking their online activity to personalize results. INFLUENCE OF SOCIAL MEDIA ON SEARCH 73% Despite the rising trend of social media impacting SERPS, the public were much less favorable towards social data affecting the search results they see on Google. 76% said that seeing which web sites were recommended or "liked' by people outside their social network would not be useful to them. 83% said that seeing which websites were recommended or 'liked by people inside their social network would not be useful said that they would be unlikely to use Facebook or Twitter to search for products or services. to them. PUBLIC AWARENESS OF SEO We wanted to see how much public awareness there was for SEO. thought SEO means 3% Software Engineering Organization SE0? didn't know the 60% correct meaning of the term SEO. thought SEO means 2% Search Engine Officer thought SEO means 5% Search Engineering Organization 45,5% have no opinion We asked consumers how they feel about website owners modifying their sites to gain a higher Google ranking. 31% are opposed to SEO modifications 23% are happy about SEO modifications Clearly, there is still a great deal about Google search. This must surely have an effect on how consumers perceive those websites f consumer misunderstanding and false assumptions being made that rank prominently in organic SERPS. Created by © 2013 Follow: @DannyRichman

Google Search & SEO: Public Understanding Attitudes and Behaviour

shared by ernestoolivares on Jul 04
Many of the people I speak to about SEO and search engines have little or no previous knowledge about search technology other than their own personal experience of using Google to find information online.


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