Search Traffic: The Quality, Not The Quantity

Why do you use one search engine over another? Is it by chance, by choice or do you change on a regular basis?

In 2008, Google reported a turnover of £2 billion generated purely from clicks on Adwords adverts, but what about Bing and Yahoo?

The graph below is fascinating. It shows search engine usage according to how technologically advanced the user is. There’s no surprise that Google wins the ‘Middle Majority’ with a greater overall percentage, but Bing and Yahoo are also leaders amongst certain other demographics.

So when you are developing your online advertising strategy it’s important to understand your audience; how and where they search. Different searchers (and therefore search engines) have different characteristics that will benefit some brands more than others.

Every search engine displays different results, some more relevant than others, but all with the goal of satisfying consumer needs. If it achieves this than that search engine has a greater appeal to that particular customer, leading to a longer relationship. Some search engines will do this better than others depending on what they are looking for.

It’s pretty easy to look at the impact of this on your bottom line too. Looking at your web analytics, you can see whether traffic from certain search engines actually converts at a better rate than others. For example, a client of ours receives only 1% of web traffic from Bing and Yahoo, but the conversion rate from these is 42%, a whole 131% better than the site’s average conversion rate. What does this tell us about users of Bing and Yahoo? Are people that use these search engines more likely to buy from our client?

So before committing online spend, it is worth spending some time properly understanding your prospects in order to spend your money wisely. If you want a bit of a helping hand, get in touch with the guys at dotSEO who will be happy to assist!

8 tips for effective seasonal email marketing

Seasonal email marketing: it's that time of year again to plan ahead for the holidays. Don't miss these eight awesome tactics to supercharge your seasonal campaigns.

The search engine battle for news

Media mogul Rupert Murdoch has been making the headlines himself recently by revealing plans to de-index his news websites from Google, when they start charging for access to online content. This follows a long running spat between…

dotties connected: shortlist announced

As marketers we often pride ourselves on our quick-thinking, reactive skills and ability to stay cool under pressure but 2020 has really put us to the test. It’s been a year like no other and we want to…

This site uses cookies to improve your user experience. By using this site you agree to these cookies being set. To find out more see our cookies policy.