A recent study examining the behavior of search engine users, and led by Professor Thorsten Joachims of Cornell University, has uncovered some interesting findings.
The study showed that 42% of users click on the first available result when conducting searches, while only 8% click on listing #2. Although it has long been known that the #1 result is favored by searchers, these figures do a good job of illustrating how strongly so.
Where the findings got really interesting though was when SERPs were fed through a script to reverse the order of the top two results. In these cases, 34% of users still clicked on the top result, while 12% clicked on #2.
This demonstrates that the exact same search result can go from a CTR (click through rate) of 12% to a CTR of 42%, by moving up a single spot. A very staggering difference, to be sure, and it seems to suggest that search engine users care
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