Search engine results pages turn into destinations

Online searchers find that the search engine result pages are the destination for what they are looking for. In a comScore event "Universal, Blended and Vertical Search" panel at the Search Engine Strategies conference in Chicago, Senior vice president James Lamberti of search and media presents the trend.

The number of U.S. Internet searches has increased over the past three years. The annual  increase in search queries went up 20 percent in 2006 and 30% increase in 2007. According to Lamberti,  the first page of search results had a success rate of 79.6% during April through June 2007 on Google.

In addition, comScore identified that Google sends a growing amount of traffic to internal channels such as image search and YouTube.