Search Behaviour Is Not What You Have Been Told

Search engine specialists like to remind us constantly that people almost never look beyond the first three or four items on a search results page. Indeed, the whole notion of Search Engine Optimization (SEO) is to get your site to "Number One" for your keywords or, at the very least, to get you into the top five. The mantra from search specialists is that 95% of people stick to the top handful of results, never looking beyond them or scrolling down a page.

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