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dc.contributor.authorBarry, Chris
dc.contributor.authorLardner, Mark
dc.identifier.citationBarry, C., Lardner, M. (2010). A study of first click behaviour and user interaction on the Google SERP. In 19th International Conference on Information Systems Development (ISD 2010). Prague, Czech Republic, August 25 - 27, 2010.en_IE
dc.description.abstractFirms 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.en_IE
dc.relation.ispartofBusiness Systems and Services: Modelling and Developmenten
dc.rightsAttribution-NonCommercial-NoDerivs 3.0 Ireland
dc.subjectSearch enginesen_IE
dc.subjectFirst click behaviouren_IE
dc.subjectBusiness information systemsen_IE
dc.titleA study of first click behaviour and user interaction on the Google SERPen_IE
dc.typeConference Paperen_IE
dc.description.peer-reviewedPeer reviewed
dc.local.contactChris Barry, Business Information Systems, Room 376, Cairnes Building, Nui Galway. 2306 Email:

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Attribution-NonCommercial-NoDerivs 3.0 Ireland
Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 3.0 Ireland