According to iProspect's "Search Engine User Behavior Study," search marketers should strive to get their natural results as high as possible on search return pages; 62% of search engine users click on links returned within the first page of search hits. A full 90% of users click on hits within the first three pages of search results.

Searchers seldom wander deep into results.

"The message to marketers should be clear, and the implications obvious," said Robert Murray, President, iProspect. "If your site is not found on the first page — or within the first three pages of search results — you might as well be putting up a billboard in the woods."

Search placement not only affects click-through behavior, it seems to have an affect on attitudes as well. Among search engine users, 36% believe that the companies whose websites are listed at the top of the search results are also the leading brands.

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