Web Searcher Research From SES

Here is an interesting highlight from Search Engine Strategies conference in San Jose, CA. Stuart McKelvey from TMP Directional Marketing gave the results of a study of how people use the search engines for local search:

• The most common activities resulting from the online search were in-store visits and contacting the business via telephone.

Meaning: People search for your web site and then contact you “offline”.

• The majority of respondents (61%) went on to make a purchase at a local store, most often by visiting the store and making an in-person purchase.

Meaning: Similar to the first one above. People check you out on the web and then decide whether or not to visit in-person.

• Additionally, nearly 8 out of 10 (79%) searchers believe that businesses that are listed at the top of the search results paid to be there.

Meaning: People are still relatively uneducated when it comes to Search Engine rankings. You do not have to pay Google to be listed #1. You just have to get some help from someone who knows how to get your web site ranking highly.

• Over 60% of these searchers believe that the top results are the most relevant to their search.

Meaning: Search Engine Optimization is really vital to the success of your online business. Don’t fall for someone promising a specific ranking or someone with no “live” results to show you. Make an educated decision.

Check out SEO Roundtable for more SES news.