SearchEngineWatch: Inside the Searcher's Mind: It's a Jungle in Here!
Enquiro's Gord Hotchkiss wrote up the basic learnings from a series of recorded search sessions with 24 Canadians. He found that people tend to fall into one of four groups of search styles, each with different implications as to the importance of paid and organic search. About 80 percent of those tested seemed to completely skip over paid listings. Google's interface led to little confusion about which links were paid versus organic, and MSN's proved the most ambiguous to users.
