Above-the-Fold Placement on SERPs Drives Brand Value
The relative position of a brand on an organic search engine results page (SERP) appears to influence key brand measures among target consumers, such as brand awareness, brand quality, and purchase consideration, according to new research by Conductor.
The findings are based on a controlled study using an established brand (Frigidaire) in an established manufacturing category (refrigerators) as the test case.
Consumers were directed to an internal search page and then asked to enter the keyword “buy refrigerator.” Users were presented with customized search results (including refrigerator manufacturers and retailers) modeled after the Google SERP for the keyword phrase, and were then asked to respond to a series of questions related to brand value. The only modification made was to insert target brand(s) in the results.