A01 chaf6542 06 se fm indd

Keyphrase (keyword 

phrase)

The combination of words 

users of search engines 

type into a search box 

which form a search 

query.

Figure 9.10

Search engine results page showing the two main methods for achieving 

visibility

Source: Google and the Google logo are registered trademarks of Google Inc., used with 

permission.

M09_CHAF6542_06_SE_C09.indd   411

7/23/14   1:29 PM

---

412

Part 2  Strategy and applications

Box 9.2

How do we search?

How do consumers respond when they search and are presented with a search results 

page containing natural and paid links? Research by GroupeM of 28 million people 

searching across 1.4 billion terms reported by Smart Insights showed that the behav‑

iour depends upon whether the search term contains a brand term. For these terms 

94% clicked on natural rather than paid results, which accounted for just 6%. Note 

though that many of these search terms would be  non‑  commercial and there may not 

be a choice of paid results for a search term.

As you would expect, if users are looking for a specific brand then more people will 

click on the top few results.