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Forum Moderators: mademetop
February 13, 2001
For those of us looking for more ammo about why SEO should get more resources than traditional banner ad buys, this study looks great. I for one will be adding this data to my powerpoint presentations :)
Since average clickthrough rates on banners have fallen to less than .5%, one of the arguments used to justify them was that they helped in branding efforts. Now, this study confirms what many of us had believed - people have a higher opinion of sites listed at the top of search engines than of sites that advertise on the same pages.
But are we getting ready to kill the golden goose? I would attribute the study's conclusion to a misconception by general internet users that the highest "quality" sites automatically rise to the top. While there may be some truth to this, the article instead points out that the study results are good news for Goto.com (which paid for the study!) If more consumers realized that the top results can be bought and paid for in the same way as banner ads, I don't think the favorable opinions mentioned in the study would be as high.
Any other thoughts? (Also if anyone finds additional news references to this study, can you please add them to the thread. thanks.)