Additionally, Google continues to be the most reliable information source, with almost half of Americans placing greater faith in organic results than in sponsored ones. A poll by link-building agency Page One Power shows that searchers are twice as likely to click on a brand they know than on a top-ranked result.
- About 59% of Americans are more inclined to click on search results from brands they recognize.
- Fewer than one in three users select the top-ranked search result.
Why brands should care. Trust remains a cornerstone for brands in SEO. Although “build a brand” might sound cliché, it’s an undeniable truth. You must create a brand that resonates with your audience and fosters genuine connections. That said, you don’t have to grow into a global powerhouse like Apple or Google.
Paid vs. organic. When comparing paid versus organic search results, 49% of Americans trust organic outcomes more, 46% view both types equally, and only 5% place greater trust in paid results.
- 54% of men and 56% of Millennials express a stronger trust in organic search results over other types.
- 50% of women and 52% of Gen X believe that both organic and paid search results are equally reliable.
- The most common complaint among searchers is the overwhelming presence of ads.
Why people click. According to the survey, beyond brand recognition, the reasons Americans click on search results differ across generations.
- For Baby Boomers (50%) and Gen X (52%), interesting headlines were important.
- For Millennials (55%), and Gen Z (63%), high star scores and good reviews were more important.
People trust search results. Although only 12% of Americans fully trust search engine results, 52% still consider search engines (such as Google or Bing) their most reliable source for information. Google was America’s first choice, regardless of age or gender.
- Baby boomers: 44%;
- Gen X: 55%;
- Millennials: 64%;
- Gen Z: 64%.
Search engine trust is stable-ish. According to the report, trust in search engines is “relatively stable,” with 28% of Americans increasing their trust and 27% reducing it.
Google’s monopolistic fears. Surprisingly, only 25% of Americans believe Google is a monopoly with too much influence online. But also:
- 40% think there are adequate Google alternatives.
- 33% concur that “Google’s clout is appropriate given its reach and performance.
Diversity vs. personalization. Almost half (47%) of Americans would prefer to see a variety of perspectives in their search results. Meanwhile, 28% would want tailored material based on their preferences, previous searches, and watching habits.
About the data. The poll is based on responses from 1,000 persons in 49 states plus Washington, D.C. The survey. Shaping Trust Online: How Search Engines, Influencers, and Media Sources Impact Our Digital Behavior and Beliefs.