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SES NY : Anatomy of a Searcher
Search Engine Strategies (SES) is one of the largest conferences on search engine optimization and search engine marketing, bringing together experts on both sides of the search engine battle. The events from this conference were intended to teach internet marketers and SEO specialists the ins-and-outs of search engine marketing from top experts in the field. Below is one of the more interesting highlights from this year's conference.
Click. Click. Click.
According to the SESNY panel, research is showing that the majority of Internet users make split second judgments about web sites and the companies they represent. Internet search has practically become instinctual and not premeditated as many have thought. If a positive impression is not made immediately, the visitor gets anxious and starts clicking until a positive impression is made.
The panel assembled was a well known group of market researchers, consisting of Diane Rinaldo of Yahoo! Search Marketing; Alan Rimm-Kaufman of Rimm-Kaufman Group; and Greg Sterling of the Kelsey Group.
The panel mentioned that measuring click-behavior was difficult business because there doesn't seem to be any order or pattern to the behavior. The back button, tabbed browsing, plus the increased numbers of high-speed connection user has spawned a new and highly impatient searcher.
The challenge this type of behavior presents is that it becomes difficult to reach the searcher. With such a limited chance to make an impression, it becomes crucial to convince the searcher that you are getting them closer to their objective and not further away.