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Additional resources for The Art of SEO: Mastering Search Engine Optimization (2nd Edition)
Sample text
TABLE 1-6. Visibility of natural search results Rank Visibility 1 100% 2 100% 3 100% 4 85% 5 60% 6 50% 7 50% 8 30% 9 30% 10 20% Similarly, Table 1-7 shows the percentage of users that look at each of the top paid results when viewing a search results page. SEARCH: REFLECTING CONSCIOUSNESS AND CONNECTING COMMERCE 19 TABLE 1-7. Visibility of paid search results Rank Visibility 1 50% 2 40% 3 30% 4 20% 5 10% 6 10% 7 10% 8 10% Notice this data shows that the visibility of a listing in the natural results is double or more (up to six times) of the visibility of the same position in the paid results.
For website publishers, the information regarding how people use search can be used to help improve the usability of a site as well as search engine compatibility. Data from comScore provides some great insight into the types of things that people tend to search for. Table 1-4 shows a breakdown of many of the major categories that people’s Internet searches fall into, based on comScore data for August 2011. TABLE 1-4. Searches by market segment Parent category name Total searches Directories/Resources 2,789,625,911 Entertainment 1,750,928,801 Retail 1,686,123,715 Services 1,288,400,837 Conversational Media 837,067,182 SEARCH: REFLECTING CONSCIOUSNESS AND CONNECTING COMMERCE 9 Parent category name Total searches Community 653,405,269 Travel 462,129,796 Health 435,860,663 News/Information 421,756,642 Sports 297,503,391 This shows that people search across a very wide range of categories.
Figure 2-8 is an example of a celebrity search on Bing. The results in Figure 2-8 include a series of images of the famous actor Charlie Chaplin. As a last example, Figure 2-9 is a look at the Bing search results for videos with Megan Fox. At the top of the search results in Figure 2-9, a series of popular videos are provided. Click on a video in the results, and the video begins playing right there in the search results. As you can see, the vast variety of vertical integration into search results means that for many popular queries, returning the standard set of 10 links to external pages is no longer the rule.
