Since the advent of “blended” or “universal search” last year across the major engines there’s been ongoing discussion and speculation about its impact on user behavior and search marketing. Gord Hotchkiss last year wrote extensively about how blended search (on Google) has in fact shifted the user focus from the so-called “golden triangle” at the upper left of the page to a more distributed pattern that resembles an “E.”
Now search marketing firm iProspect has released a study (conducted by JupiterResearch) that shows users are responding to the various specialized content types within search results and are more engaged with them than they are the vertical search silos the search engine have historically offered. Just over 2,400 US adults participated in the iProspect survey, conducted in December, 2007 and January of this year. It focused on Google, Yahoo and Microsoft Live Search.
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