While more than half of consumers access search every day, many do not look at results beyond the third page.

Seventy-four percent of consumers said they usually abandon search results if they can’t find desired informaion within the first three pages of SERPs, according to a survey from AYTM Market Research. The poll further cements the value of a comprehensive SEO strategy aimed at boosting a business’ search visibility – and the need to support search engine optimization with quality content marketing that will meet users’ demand.

Just 15 percent of respondents said they scan five pages of results, with 61 saying if they don’t find what they’re looking for they try a new keyword search.

In terms of search engine use, 55 percent said they access search engines multiple times each day. Thirty percent said they use them at least once per day, and 11 percent turn to search at least once per week. Just one of the 400 respondents reported that he or she does not use search at all.

Forty-four percent have a very specific idea of the content they are looking for when they search. Targeting these users can be difficult. However, using content marketing with original articles centered on an industry will help a business provide a diverse archive of content that can satisfy the desires of a vast audience.

The searchscape has been dominated by Google for years, but other engines are becoming more popular and valuable traffic sources for businesses. Brafton recently reported that 16 percent of traffic to the top 30 websites came from Google in January, with Yahoo driving 11 percent and Bing generating 6 percent.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.