Copywriting Builds Trust, College Students Are Failing at Google

Copywriting Is Still Essential

Fortune3 hits our nail on the head with an article outlining the importance of copywriting. They cite some bracing statistics from a 2007 e-tailing group survey of online shoppers, including that 76 percent of shoppers felt available content was not enough to complete research or make an online purchase. When it comes to conversion and consumer trust, the basics (good copy and complete information) can’t be beat. As they said, “In ecommerce, besides your pictures, your words are everything.”

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College Doesn’t Teach You How To Google

It turns out that college kids these days aren’t as Internet savvy as we all assumed (didn’t we? I think Facebook has taken over their online collective unconscious). Authors of a two-year ethnographic study found that students mention Google more than other databases. However, well over half of participating students used Google search poorly, and expected other search engines to work the same way as Google when they did use them. One researcher noted that most students he observed “failed to narrow their search criteria at all when doing so would have helped the database return more relevant results.” What does this mean for you? Those first 65 characters of your product description that show up on a SERP are ever more important if you want to catch the eye of lazy browsers.

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Bing Climbing the Ranks

Also on search, Bing hasn’t lost yet. In July, Bing had an 80 percent success rate (defined by a consumer clicking on a link in the SERP) compared to Google’s 68 percent rate. And yet, Google is still the most oft-used search engine, accounting for about 66 percent of searches the same month. As is made clear here, different search engines organize results differently (in other words, SEO will only get you so far). Your best bet for ranking well in any given SERP, no matter the search method? A dollar to the first person with the right guess.

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