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Maybe I'm unusual, but is there any research that shows that users are more likely to click the first result, or do we just assume this?
Not certain about the research, but from what i have read here on webmasterworld, if you want users to Click on your ad, it should get the -> Attention of the user. As far as attention, it should appeal to them. A well made ad will get them to click on it and go to your site. Most users Will Read the Ad and if you created it well enough, they will go to your site instead of the other competitors sites.
So fashion your ads to Stand Out from the rest and you should get more clicks than the rest. Also from what i've read, most Users Will just Scan the results pages, so like i said before: "Stand Out" from the rest. Good Luck!
There were a bunch of posts on this at the time, but basically:
46.38% of searchers did not click on ANY result.
48.16% clicked on some result on the first page.
The remaining 5.46% clicked a link on page 2 or higher.
The 1st page clicks were split up as follows:
Interesting that 10th is better than 9th, but not too surprising.
When i mentioned "Ads", i am Refering to the "Search Results". I just called them "Ads" because essentially that's what they are.
Except these Results are Free.(Organic results) And as i said, if you Call attention to them, You will get some good Results.
*Also, that goes the same with Ads. But as a Note, from what i've read, the 2nd position is better than the first. And that Position is usually one that should be strived for since the First is more expensive and the Visability for the Second Spot is just as Good(and less expensive) than the 1st spot. Just thought i'd mention that for All you Ad fans;)
Hope that clarifies things:)