Search Engagement
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2007 presentation on the state of search in the UK.

2007 presentation on the state of search in the UK.

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Search Engagement Search Engagement Presentation Transcript

  • Engaging Your Audience Through Innovative Strategies & An Understanding Of Consumer Behaviour Danielle West, Internet Marketing Manager, Monster.co.uk
  • The UK Search Engine Market
    • Google (.co.uk & .com) powered 78%
    • Yahoo! Search (uk and com) 8%.
    • Ask.com (uk.ask.com and www.ask.com) 5%.
    • MSN Search (search.msn.co.uk and msn.search.com) 5%
    • Live Search (www.live.com) 1%.
    Other Share of UK Internet Searches Powered Between 20th January – 10th February 2007 Source: Hitwise, ‘UK Search Landscape’, February 2007
  • Search Behaviour Globally & Locally
    • December 06 – 81% of the global Internet population or 256 million people visited a search engine
    • 3.4% of our total time online is spent on search engines
    • Every month users will view an average of 93 search pages over 27 minute
    • Search audience has grown most dramatically in France (27%) and Spain (21%) - ahead of the US (8%) – however, US is still biggest market by far
    • France and Spain has the heaviest users of search – US searchers the lightest users
    • Google’s audience has grown almost 2.5x the rate of search’s – continuing to eat into the share of held by its competitors. It now has almost 3x the audience of nearest rival Yahoo! Search
    • The usual suspects dominate local markets but the market is making space for localised search, but will it meet expectations or go the way of the dodo?
    • Google may have the lion’s share of the search market but search behaviour doesn’t occur in isolation – 2/3 of searchers will visit at least 2 search engines
    Source: Nielsen//NetRatings, ‘The Global Search Landscape’, December 2006
  • Search Behaviour by Engine
    • 17% of Ask.com traffic went to retail websites than any of the other leading search engines
    • 7% of Live.com was sent to social networking websites and over 10% going to other engines
    • Searches for Web 2.0 properties figure less prominently on Ask.com and most prominently among Google UK searches
    • Different social networks for different search engine users: Ask.com UK users prefer Bebo and Friends Reunited whereas Google & Yahoo users are more likely to use MySpace and Bebo
    Downstream from Search Engines 20th January – 10th February 2007 Source: Hitwise, ‘UK Search Landscape’, February 2007
  • Searching, Foraging & Buying
    • View about 6-8 results on average
    • Spend 9.4 seconds reviewing a result
    • About 60 % of searchers venture below the fold
    • Aren’t necessarily after the best result rather just looking to find an acceptable result quickly and easily
    • Buyers view an average of 10 results
    • Will review a result for 11.4 seconds
    • Buyers focus on familiar brand names but will pay more attention to content than to brand names
    Foragers Buyer
    • 98% view the organic search results
    • 96% view the top 2-3 sponsored search results
    • 31% view the sponsored search results on the right
    • Users prefer to reformulate query than scroll
    Search in General
  • Scanning Behaviour by Engine Source: De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, February 2007
  • Title: 30% Copy: 43% Description & Category: 0.3% URL: 21% Other: 5% (cached, similar pages, description) How Search Result Information is Processed Percentage of time spent viewing each part of abstract After page break Source: Eye Tracking Analysis of User Behavior in WWW Search, Cornell University
  • Branded search activity peaks immediately prior to purchase Number of Apparel Clicks by Search Term Type Number of Apparel Searches by Term Type Source: Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005
  • Keyword Usage Source: Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005 RESEARCH / ENGAGEMENT CONSIDERATION COMPARISON PURCHASE Broad Category Terms Brand / Product Names or Terms Pricing Terms Reviews / Articles High Medium Low Relative Frequency Of Use
  • The effect of TV on CTR’s for Monster.co.uk Over a 24 week period
  • The Effect of TV on Brand Terms for Monster.co.uk Over a 24 week period
  • In Closing
    • Familiarise yourself with the type of searchers you are courting and ensure to address their motives at every stage
    • Analyse what keywords, titles and copy work best on what search engine
    • Use other media to enhance search marketing results or even guide behaviour
    • Use branding as part of keyword strategy
  • Acknowledgements & References
    • Acknowledgements
    • Special thanks to Alistair Cansdale at Mediaedge:cia for helping source all the data for this presentation.
    • References
    • Hitwise, ‘UK Search Landscape’, February 2007
    • Nielsen//NetRatings, ‘The Global Search Landscape’, December 2006
    • Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005
    • De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, February 2007
    • Eye Tracking Analysis of User Behavior in WWW Search, Cornell University
    • Mike Moran, Biznology Blog; http://www.mikemoran.com/biznology/archives/2007/02/when_search_res.html
  • Thank you
    • Danielle West Online Marketing Manager Monster.co.uk phone: +44(0)207 345 6179 email: danielle.west@monster.co.uk