tenerifejim - 5:32 pm on Feb 8, 2010 (gmt 0)
Google's economist Hal Varian said position and conversion rate are not correlated.
Hmmm - the more I think about people's behaviour in terms of search the more I wonder about whether there is a correlation between position and the performance of the page to convert. Maybe based upon industry.
Specifically in terms of the type of "searcher" you are dealing with vs the term searched.
Case A: This searcher is less likely to refine-search - they are more likely to click adverts trusting Google to serve and then use the back button and work their way down the page until they find a page that specfically matches their requirements.
Case B: This searcher is may browse the results before then refining their search. May be only click the first or second results before refining the listing.
The questions are:
In an unrefined search is Case A or Case B more or less likely to find what they would like higher up the search results and (in theory) convert better (or worse) than further down the search?
How much does business vertical (e.g. travel versus tech) alter the 'Type' of search that the listing attracts? Does someone searching for "hotels", for example, show a different search behaviour to someone searching for "C++"?
I also wonder how much perceived "authority" Google itself conveys in terms of "user trust" to the results that are higher up? Does this has a relevance on how users treat the page? It's number one in Google, it must be good!
Added: I have the link Hal Varian's work here: [adwords.blogspot.com ]