Abstract:
Firms use Search Engine Marketing (SEM) to drive users to their Website.
Some are prepared to pay for placement; others use Search Engine Optimization
(SEO) hoping their result percolates up the organic SERP. Despite extensive
SEM efforts, firms can only speculate over the first critical interaction between the
first SERP and a user¿s first click. This study sheds some light on users¿ first click
behaviour on Google and the early interaction thereafter. The research reveals that
users evaluate the SERP from the top downwards, deciding instantly whether to
click into each link, while first clicks are predominantly at the top of the SERP,
especially towards organic links. For certain queries top sponsored links received
almost as many clicks as organic links despite what users profess. Recommendations
to firms include advice that strategies should be primarily SEO focused and
that paid search campaigns should maintain a position in the top sponsored links
section of the Google SERP.
