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Chapter 4. How Searchers Work > The Searcher's Follow-Through

The Searcher's Follow-Through

Just getting people to click your link on the search results page is not enough. Your Web site has a purpose, whether it is persuading a customer to purchase more of your product, coaxing a prospect to provide his e-mail address, or convincing someone to exercise. No matter what you do in search marketing, the job is not done unless the searcher not only finds your site, but also follows through.

Visitors landing on your site from search engines exhibit specific behavior when they arrive—searchers typically decide within ten seconds whether to click further. Searchers tend to click further when your page contains the following:


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