A new study conducted by GroupM UK and Nielsen has revealed search engine users click on organic results on Google and Bing by a margin of 94 percent to 6 percent. The two agencies broke down total search queries into branded and non-branded to discover if there were varying patterns that drove online users to engage with content differently based on intent.
Overall, users clicked on one of the top three results 68 percent of the time, with the first option claiming 48 percent of all interactions, compared to the third link which received only 8 percent. However, when broken down into branded and non-branded, the differences were vast. For branded queries, users clicked 80 percent of the time on the first result, while only 35 percent for non-branded materials, according to the study.
As a marketer, search engine optimization (SEO) can be difficult to implement across the board without insight into how users engage with published content. This study provides a mere glimpse into the space, and the findings further prove the importance of managing a content marketing strategy that benefits from ranking high on organic search results pages.