77% of Internet users use search engines (more than 117 million users)
The so-called “big 4” search engines (Google, Yahoo, AOL, MSN) command 95% of the search market
Think organic search might not be of real value? Consider the following numbers that show how user interaction breaks down between the natural listings and the paid listings:
72% click natural vs. 28% clicking paid on Google
60% natural vs. 40% paid on Yahoo
50% natural vs. 50% paid on AOL
It’s widely believed that the layout of the pages has a tremendous influence on these interactions as well. Should AOL make natural listings more prominent, these numbers could easily shift.