December 19, 2011 – A new research study confirms what most search engine optimization experts have known for years—that one of the crucial elements for increasing clicks thru rates (CTR) and conversions from search engine results are domain names.
According to the new study conducted by Microsoft Research – the research division of Microsoft that was created in order to develop various computer science ideas and integrating them into Microsoft products – there are much greater possibilities for searchers to click on content from brands they know in search engine result pages (SERPs), even if the quality from other sites listed was better.
However, in contrast with what has previously been published in most SEO marketing forums, this new research was not concentrated on SEO strategies nor on algorithms of major search engines. The new study was rather focused on observed searcher behavior, offering insights on the user’s actual response to the information that is being displayed to them in search results.
Good News: Bad News
The latest survey results put forward both good and bad news scenario for search engine optimization firm marketers.
It is good news for those who have an authority (credible and trusted) domain name for they have an advantage as study revealed that searchers really do consider the URLs in search results before deciding to click them, which is true regardless of the position of the URL on SERP.
Unfortunately, the recent study result brought bad news as it is going to be harder these days to get “credible” domains. This is because most single or even double word domains are already taken or reserved. Google’s more than 500 times a year tweaking of its search engine algorithm, as well as the current reality that most searchers don’t move beyond the first or second page of results, will cause major headaches for most SEOs.
On the other hand, the latest study still has its value for those who want to gain a better understanding on how to catch the interest of the searchers to click their sites from search results.
Due to the study’s wealth of data generated by observing real people and their search behavior, it can be surmised that searchers don’t really care even if search result rankings change due to personalization or algorithmic tweaks. Searchers are now demonstrating a clear preference for a domain name’s credibility and trustworthiness over simple ranking on a search result page.
Posted by SEO Australia
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