Bing Boosts Results To Bring Buyers Back
We all know how important it is to be on the first page of the organic results and how key it is to grab the first spot. A recent study from Bing showed that on average the first listing earned over 50% of the clicks while fewer than 1% of searchers click on the 8th spot and lower.
Results shown below the “Answer” result in the 5th position result in a much lower CTR. (See image below)
In a genious move, Bing is testing a revolutionary usability tactic once a user clicks on one of the organic results from a standard search. Bing now displays up to 14 total results if the user clicks their back button to go back to the original search results.
And, lower listings on the results page may also include an expanded description to help provide more helpful choices to the user. Their results are showing that clicks on the lower page results are five to eight times higher than when the original results were displayed. So now, results that may have been relegated to the top of page two are being shown on the bottom of page one within the expanded results.
What does this mean to you? This is a perfect opportunity to make sure your website has unique page titles and descriptions on every page.
Bing is making the effort to serve up beefier results in a second-chance effort to provide searchers with the best results possible, leverage the opportunity from this segment of your traffic (Hint: check your analytics to see how much of your traffic is coming from Bing and adjust accordingly.)
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