If you think the average search engine searcher types in a keyphrase then patiently and diligently reviews all the resulting listings and ads… think again!

Research by Enquiro and MarketingSherpa reveals that the typical searcher scans the results in a matter of seconds and, even when a particular listing or ad captures their attention, only devotes 0.7 seconds to reading it!

That means you’ve got LESS THAN ONE SECOND to capture someone’s interest!

The upshot is to ensure your listing or ad quickly gets people’s attention. So… here are some techniques to test in doing so:

• Use the keyphrases in your listing or ad
• Use bold (automatic if your listing or ad incorporates words in the searched on keyphrase)
• Use upper and lower capitalization
• Use keyphrases or compelling words in your link
• Display prices
• Include a phone number

If you’re surprised by the short amount of time given to listings, you’ll be STUNNED by what the research uncovered about natural / organic listings versus paid listings.

I’ll explain all next time!

Anne Holland, “Search Engine Marketing: Top Five Eye-Tracking Laboratory Test Results”, MarketingSherpa, January 4, 2006

Related Articles:

• Why You Need Organic AND Paid Search Engine Listings
• Search Engine Users: Are They Ignoring You?
• B2B Internet Marketing 50 Percent LESS Effective in 2011
• Internet Marketers Say Personalized Search and Real Time Search Are Biggest Search Innovations
• Email Optin Forms: Should You Ask For Their Phone Number?

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