A new study shows that college students have an inherent trust in the search results returned by search-giant Google.  Participants in the study clicked most often on the links that Google had ranked near or at the top of the results, regardless of how relevant those links actually were to what the students were looking for.  (Click here to read the actual study findings, but it’s definitely written with an academic tone).

The author of the study suggests that search engines need to do more to explain how search works, stating that more education on search algorithms is needed to help users get the maximum benefit from the services offered by the engines. 

Of course, Google doesn’t really hide how search works.  It’s not a big secret.  It’s just that the average web surfer doesn’t care to do the research themselves.  Sure, the actual algorithm that Google uses is kept from the public eye, because it is proprietary–it’s how they make their money.  But Google has long been quite open with those in the search marketing industry on what steps can be taken to help websites communicate better with the engines. 

Oh, I should also mention that if you have some interest in learning more about how search engines work, or how you can help get your site ranked better, just shoot us an e-mail.  Keystone has a variety of search-related services for your business, and we’re here to help.