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People believe the # 1 position is a sponsored listing and so they dont click it. This is also seen in PPC campaigns where # 1 on the top right does not fare as well as # 2 in drawing traffic
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This can be true about "average users" who do have some idea of what
SEO is. What concerns ordinary people, who surf the net for say, bicycles, many of them are not familiar with sponsored listing and therefore, don't doubt the authority of the top rated websites.
Of course, it all depends on the kind of product people are searching for, but in most cases people will start from the top-rated website and continue till at least the third even if the first one seems to offer them exactly what they need. People always want more and they hope to get more than they were looking for in the first place. Even if they've found the product they were looking for at the most reasonable price, they will still proceed with the thought "what if" ( what if I find the same quality at a lower price?.. Or even better).