• by Jack Loechner , Staff Writer @mp_research, October 4, 2010

According to the new Performics 2010 Search Engine Results Page (SERP) Insights Study, conducted by ROI Research, regular searchers are tenacious. 89% will modify their search and try again if at first they don't succeed, 79% will try a different search engine, and half of the respondents are more likely to click on a search result if it includes an image or if a company/brand appears multiple times on the results page.

Scott Haiges, president of ROI Research, notes that "... (since) half of respondents will more likely click on a search result if a company/brand appears multiple times... the evolving SERP continues to reflect a brand's image, as determined by that brand... (and) the general public through social and user generated content. The (study) findings provide actionable data for marketers..."

While the primary search engine is Google for 75% of users, that percentage varies by the user's experience. "Novices" and "Advanced Beginners" have a tendency to start out on Yahoo!

Respondents rely heavily on search when researching or making purchases, finds the study.

Over one-half of respondents say they are more likely to click on an ad if it includes an image. Nearly half are more likely to click if a company/brand appears multiple times.

The study finds that users are more likely to first click on "natural" search results.

Natural, Organic or unpaid  search results are listings on search engine results pages that appear because of their relevance to the search terms, as opposed to their being advertisements. In contrast, non-organic search results may include pay per click advertising. ... Wikipedia

Summary of key takeaways, according to the report:

• Those who are new to using search, or relative beginners, are more likely than more advanced searchers to use Yahoo! as their primary search engine
• Google users are less likely to stray from their primary search engine than Yahoo! or Bing users, but in general, the majority of respondents use an alternate search engine at least occasionally
• Over three-quarters of respondents say they use search to learn more about a product or service after seeing an ad elsewhere
• Nearly two-thirds of respondents are aware of the difference between natural and sponsored search results, with men and those age 18-29 more likely to be aware of the difference
• One in five respondents say they click sponsored results frequently or always
• Yahoo! users are more likely to look at natural and sponsored results first, before other parts/features of the SERP

Daina Middleton, CEO of Performics, concludes that "...understanding people's motivations and behaviors can help marketers better engage with brand participants, more effectively manage the SERP and capitalize with more holistic strategies to connect with users... "

For additional information about the study, please visit Performics here.