A survey conducted found that more than 60 percent of Yahoo users and over 72 percent of Google users clicked on a natural search results when looking for the most relevant listing for their query. Natural organic search results are non advertisement listings that are returned when a keyword is queried.

User desire for natural organic search results have caused advertisers to alter their approach to search engine ads in order to ensure that their Web pages are found in the natural search results of Google and Yahoo.

"These findings clearly indicate that in both search engines there is a wide gap between natural organic search preference and paid advertisement preference. This means marketers who fail to optimize for natural search or human-edited paid inclusion neglect a large percentage of user clicks and the relevant traffic".