SEO: Images Encourage Clicks

Research shows that both the use of images and multiple mentions in query results encourage clicks. In a survey from Perfomics, 48% of respondents are more likely to click on a search result if it includes an image; 53% are more likely to click if a company name or brand appears multiple times on the search engine results page.

More importantly, 88% of respondents are more likely to click on a result that contains the exact search words or phrases; 26% are more likely to click on a result that contains a video, according to Performics’ 2010 Search Engine Results Page (SERP) Insights Study, conducted by ROI Research.

Searchers rely heavily on search results when researching and making purchase decisions:

  • 83% find specific manufacturers or product websites.
  • 80% gather information via search before making online purchases.
  • 78% learn more about a products or services after seeing an ad elsewhere.
  • 63% find special discounts and coupons.Searchers are most influenced by a search result’s description (75%), followed by the title (73%) and URL (60%).

Nearly two-thirds of searchers (63%) say they know the difference between natural and sponsored search results; 80% of searchers age 18-29 are aware of the difference.

Overall, 75% of searchers use Google, 19% use Yahoo, and 7% use Bing. Google users are the most loyal: 66% say they occasionally or frequently use another search engine, compared with 72% of Yahoo users and 82% of Bing users. And, 43% of all searchers frequently or occasionally or click on sponsored video ads.

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Sherrilynne Starkie is a consultant at PDMS. For almost 18 years, Sherrilynne has been advising blue-chip organisations on both sides of the pond, covering Britain, Canada and the United States. For three years, Sherrilynne was the Tech Talk columnist for the Isle of Man newspapers. She serves on the steering committee for Isle of Man Women in Business, is on the Executive Council for the Isle of Man Junior Chamber of Commerce. In the past she was on the management committee for the Isle of Man British Computer Society and the marketing committee of Junior Achievement.