Where Users Click (Part 1)
As a PPC specialist by trade, I plead for users to choose the right. The right side of the screen that is. At the same time, as a SEO enthusiast and practitioner I cheer on the left side of the screen, the real reason people flock to search engines. Users are looking. Beyond that, they search intently with purpose. Because the act of searching typically transcends casual electronic lolly-gagging, accurate data reflects the general perception about where people are clicking.
As Gord Hotchkiss so clearly debates (7/17/08) the deeply psychological programming of the human brain, making human interaction with machine meaningfully predictable, the answer comes. No surprise. Bummer. I like surprises.
Hotchkiss separates search designations of shopping versus information-gathering. The exploration came to a head when the question presents itself “What happens when there’s both an organic and a sponsored listing for the same site on the same page?” Good question, Gord. We’re listening now.
I have repeatedly argued for the magical synergy that is ignited when a search engine optimized listing displays along side of a pay per click ad. But “will one cannibalize the other” as several of my clients and colleagues have argued?
So what result comes from such a test . . ? Tune in next time for some valuable test results.
Tags: SEO vs PPC