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Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
Search Engagement
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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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  • 1. Engaging Your Audience Through Innovative Strategies & An Understanding Of Consumer Behaviour Danielle West, Internet Marketing Manager, Monster.co.uk
  • 2. The UK Search Engine Market <ul><li>Google (.co.uk & .com) powered 78% </li></ul><ul><li>Yahoo! Search (uk and com) 8%. </li></ul><ul><li>Ask.com (uk.ask.com and www.ask.com) 5%. </li></ul><ul><li>MSN Search (search.msn.co.uk and msn.search.com) 5% </li></ul><ul><li>Live Search (www.live.com) 1%. </li></ul>Other Share of UK Internet Searches Powered Between 20th January – 10th February 2007 Source: Hitwise, ‘UK Search Landscape’, February 2007
  • 3. Search Behaviour Globally & Locally <ul><li>December 06 – 81% of the global Internet population or 256 million people visited a search engine </li></ul><ul><li>3.4% of our total time online is spent on search engines </li></ul><ul><li>Every month users will view an average of 93 search pages over 27 minute </li></ul><ul><li>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 </li></ul><ul><li>France and Spain has the heaviest users of search – US searchers the lightest users </li></ul><ul><li>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 </li></ul><ul><li>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? </li></ul><ul><li>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 </li></ul>Source: Nielsen//NetRatings, ‘The Global Search Landscape’, December 2006
  • 4. Search Behaviour by Engine <ul><li>17% of Ask.com traffic went to retail websites than any of the other leading search engines </li></ul><ul><li>7% of Live.com was sent to social networking websites and over 10% going to other engines </li></ul><ul><li>Searches for Web 2.0 properties figure less prominently on Ask.com and most prominently among Google UK searches </li></ul><ul><li>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 </li></ul>Downstream from Search Engines 20th January – 10th February 2007 Source: Hitwise, ‘UK Search Landscape’, February 2007
  • 5. Searching, Foraging & Buying <ul><li>View about 6-8 results on average </li></ul><ul><li>Spend 9.4 seconds reviewing a result </li></ul><ul><li>About 60 % of searchers venture below the fold </li></ul><ul><li>Aren’t necessarily after the best result rather just looking to find an acceptable result quickly and easily </li></ul><ul><li>Buyers view an average of 10 results </li></ul><ul><li>Will review a result for 11.4 seconds </li></ul><ul><li>Buyers focus on familiar brand names but will pay more attention to content than to brand names </li></ul>Foragers Buyer <ul><li>98% view the organic search results </li></ul><ul><li>96% view the top 2-3 sponsored search results </li></ul><ul><li>31% view the sponsored search results on the right </li></ul><ul><li>Users prefer to reformulate query than scroll </li></ul>Search in General
  • 6. Scanning Behaviour by Engine Source: De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, February 2007
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. The effect of TV on CTR’s for Monster.co.uk Over a 24 week period
  • 11. The Effect of TV on Brand Terms for Monster.co.uk Over a 24 week period
  • 12. In Closing <ul><li>Familiarise yourself with the type of searchers you are courting and ensure to address their motives at every stage </li></ul><ul><li>Analyse what keywords, titles and copy work best on what search engine </li></ul><ul><li>Use other media to enhance search marketing results or even guide behaviour </li></ul><ul><li>Use branding as part of keyword strategy </li></ul>
  • 13. Acknowledgements & References <ul><li>Acknowledgements </li></ul><ul><li>Special thanks to Alistair Cansdale at Mediaedge:cia for helping source all the data for this presentation. </li></ul><ul><li>References </li></ul><ul><li>Hitwise, ‘UK Search Landscape’, February 2007 </li></ul><ul><li>Nielsen//NetRatings, ‘The Global Search Landscape’, December 2006 </li></ul><ul><li>Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005 </li></ul><ul><li>De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, February 2007 </li></ul><ul><li>Eye Tracking Analysis of User Behavior in WWW Search, Cornell University </li></ul><ul><li>Mike Moran, Biznology Blog; http://www.mikemoran.com/biznology/archives/2007/02/when_search_res.html </li></ul>
  • 14. Thank you <ul><li>Danielle West Online Marketing Manager Monster.co.uk phone: +44(0)207 345 6179 email: danielle.west@monster.co.uk </li></ul>

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