Blended Search Format Increases Marketers' Visibility
The recently released iProspect Blended Search Results Study, conducted by Jupiter Research, found that search
engine users click specialized content within general search results more than they do within vertical search results:
- 36% of search engines user click "news" results
within blended search results, while only 17% click a "news" result after conducting a news-specific search
- 31% of search engine users click "image" results
within blended search results, while 26% click an "image" result after conducting an image-specific search
- 17% of search engine users click "video" results
within blended search results, while only 10% click a "video" result after conducting a video-specific search
Within the last year Google, Yahoo!, and MSN have all
begun returning "blended" results for some percentage of the searches that users conduct, where a combination of one or more specialized search result types, such as news, images, and
videos, appear along with traditional Web pages on the search results page. While images are the most clicked type of result after a vertical-specific search, news items are the most clicked type of
result within blended search results:
Vertical Search Results(% of
Google, Yahoo! or MSN search engine users) |
Type of Search | % of
Users |
Image search | 26% |
News
search | 17 |
Video | 10 |
Don't recall | 25 |
Haven't narrowed | 35 |
Haven't used (these Engines) | 3 |
Source: Jupiter Research, January 2008 |
Blended Search Results (% of selected search engine users) |
Type of
Search | % of Users |
News item | 36% |
Image | 31 |
Video | 17 |
Don't recall | 25 |
Haven't narrowed | 19 |
Haven't used (these Engines) | 4 |
Source: Jupiter Research, January 2008 |
"Since
users have historically ignored the vertical offerings of the major search engines, a marketer might conclude that users aren't interested in that type of content, and as a result, not invest in
producing or optimizing digital assets," said Robert Murray, President, iProspect. "But that would be a mistake - the findings of this study make that quite clear. Marketers have a great
opportunity to claim more search shelf space by optimizing their news, image, and video assets."
Danny Sullivan, editor-in-chief of SearchEngineLand.com., said "Last year was
revolutionary in how blended search suddenly became the norm," said "But despite the change, some marketers are still ignoring vertical search. That's a mistake, as these vertical areas
provide entirely new and valuable ways to jump into the main search results. And as the study shows, you not only get into the main results but you stand out there, more."
The study also
revealed some trends in users' behavior derived iProspect and earlier studies:
When Search Engines Users Click For Results |
Search Items Reviewed | % of Users Clicking |
| 2008 | 2004 | 2006 | 2008 |
Only a few | 27% | 23% | 24% | 16% |
The first page | 41 | 39 | 36 | 32 |
First 2 pages | 17 | 19 | 20 | 23 |
First 3 pages | 7 | 9 | 8 | 10 |
More than 3 pages | 8 | 10 | 14 | 19 |
Source:
iProspect, April 2008; Strategem Research, 2004; Vote.com, 2002 |
- 68% of search engine users typically click results on the first page of search
results, compared to 62% in 2006, and 60% in 2004
- Only 8% of search engine users review more than the first three pages prior to clicking on a result
- 49% of search
engine users who continue their search when not finding what they are looking for change and/or re-launch their search after reviewing just the first page of search results, up from 40% in
2006, and 42% in 2004
Murray concludes that "...it (Blended search) ... brings a variety of content types to users... and allows them to choose between the various result
types... (and) it increases a marketers' available inventory and their chances of being found amongst the clutter."
More information about the iProspect Blended Search Results Study may be found here.