The latest study from Jupiter Research found that just over 40% of searchers limit themselves to the first page of results. Meanwhile, the number of searchers that are willing to venture beyond that
page, to either the second or third SERP, has declined. Just about 17% of searchers will head to the second page--and only 7% will venture to the third page.
There are two main
reasons for this shift in searcher behavior, according to Nilufer Dick--shorter attention spans, and the engines' efforts to improve search quality. "In all likelihood, the contributing factors are a
mix of both," she says. "While search results have improved in quality, users have become much more impatient, and move from one page to another very quickly."
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