iPROSPECT SURVEY CONFIRMS INTERNET USERS IGNORE WEB SITES WITHOUT TOP SEARCH ENGINE RANKINGS
Nearly 80 Percent
of Web Users Abandon Their Query After Three Pages of Search Engine Results
ARLINGTON, Mass., November 14, 2002 - iProspect®, the Original® Search Engine Positioning Firm, today announced results from
a recent survey that indicated that 48 percent of search engine users expect to find the answer to their query on the first page
of search matches and that a vast majority, 78 percent of Web users, will abandon their query if the first three (3) pages of
results do not yield an answer to their question. Another 28 percent reported they do not scroll past even the second page of
search results. Furthermore, novice search engine users make a selection after viewing just a few listings on the first page of
matches. Consequently, Web sites that have not attained top search engine rankings are effectively invisible to target online
audiences.
This follows iProspect survey results that revealed that the majority (77%) of Internet users employ search engines more
frequently than any other online media - surpassing banner ads, Web links, e-mail links, and other forms of offline media as the
leading vehicle for discovering Web sites. Therefore, it is critical that Web site owners pay close attention to their search
engine visibility in order to reach online audiences. Results from the survey also point out that 52 percent of Web users have a
favorite engine and use it for all online searching and 35 percent alternate among a number of favorite search properties. This
finding illustrates the importance of targeting a range of search properties in performing a search engine positioning campaign,
and not just focusing on the largest one or two search properties.
"Our survey proved beyond any doubt that search engines are the number one media for driving online business. These survey
results indicate that not only do Web site owners need to be found in the major search properties, they need to be focusing on
the first and second page of listings across all of the search engines, not just a few. The competition is getting more ferocious
every day as more and more Web sites are being developed and more and more business owners are recognizing the value of being
found in search engines," said Dr. Amanda Watlington, Director of Research at iProspect. "The survey results also demonstrate
that users who are new to the Internet are not going to invest a lot of time considering many pages of search results. Search
engine users new to the Internet just query and click. This group is looking at only a few prominent listings before making a
choice or moving on. Businesses must capture these new audiences, as well as veteran Web users, to maximize the size of the
online audience they reach. Clearly, companies need to consider search engine positioning as part of their online marketing mix
to make the grade."
"One of the most surprising findings is that many search engine users believe that top listings equal top brands," said
iProspect CEO, Fredrick Marckini. "Beyond augmenting lead generation and driving increased qualified search traffic to their Web
sites, online marketers need to take steps to garner top rankings in search results in order for their products or services to be
perceived as top brands within their industry."
Additional results indicated that 68 percent of Web users modify unsuccessful queries by inserting extra words to better
target their search. Alternatively, 27 percent of users report that they characteristically switch to a different search engine,
yet enter the same keywords as the original search. These users seem to view an unsuccessful query as the result of a failure of
the search technology and not their query formation. Before implementing an online marketing strategy, business owners must
understand not only who their audience is, but how different users within that universe utilize language to form queries that ask
questions, solve problems and find information.
About the Survey
The iProspect survey was conceived by Dr. Amanda Watlington, Ph.D., Director of Research of iProspect and Fredrick Marckini,
CEO/CTO of iProspect and author of the book, Search
Engine Positioning (WordWare 2001). Completed in late May of 2002, there were 1,403 survey respondents. The iProspect
survey was fielded by former Presidential Pollster, Dick Morris of Dick Morris Associates and Vote.com in New York City. Proper
attribution requires that the survey is clearly identified as "The iProspect Search Engine Branding Survey."
Questions regarding this release should be directed to iProspect Media Relations
Manager, Colleen Reed, at 1–800–522–1152 x1203 or
colleen.reed@iprospect.com.
