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Search engines are working harder and harder to integrate results, as the average user won’t necessarily use the various tabs the engine provides (Images, Videos, Shopping etc) to search for different content. However, the problem with integrated search results is that people’s eyes jump to the video’s or images first, with them possibly missing out on higher ranked more relevant content.

It’s important to:

  • Look at the clicks as a success metric. Though search engineers won’t use user data to influence rankings, they might use this data to evaluate their own work.
  • Spammers could also use this information to build bots to click on a particular result. Search engines can counteract this by showing results to a selected group, and may use user behaviour to influence the results they show.
  • To improve results for local businesses, send in your postcard and sign up for local. Also put your address, phone number and city on your homepage.