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State of Search in Ireland - Stephen Kenwright - Learn Inbound - January 2017

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For his talk at Learn Inbound 2017 Branded3's Director of Search Stephen Kenwright looks at the comparison of search between Ireland and the rest of the UK.

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State of Search in Ireland - Stephen Kenwright - Learn Inbound - January 2017

  1. 1. @stekenwright State of search in Ireland Stephen Kenwright @stekenwright
  2. 2. @stekenwright Just because it worked somewhere else…
  3. 3. @stekenwright 39.3 21.3 13.0 35.2 18.7 11.7 19.5 5.6 2.8 0.0 5.0 10.0 15.0 20.0 25.0 30.0 35.0 40.0 45.0 Google Bing Yahoo! Total audience Desktop audience Mobile audience UK audience of search engines (millions) March 2016 Source: comScore
  4. 4. @stekenwright Bing audience numbers in Ireland March 2016 Unique searchers 1m Source: comScore Share 8.8% Monthly searches 15m
  5. 5. @stekenwright
  6. 6. @stekenwright Bing impressions In millions 11 8 10 9 11 9 11 13 12 11 13 14 16 16 18 15 18 14 13 15 14 16 17 12 13 11 17 28 25 26 25 28 35 0 5 10 15 20 25 30 35 40 Source: Microsoft
  7. 7. @stekenwright Desktop 89% Tablet 3% Mobile 8% Bing monthly impressions by device Ireland Source: Microsoft
  8. 8. @stekenwright Chrome 49% Safari 22% Firefox 8% Internet Explorer 7% Other 14% Ireland Browser market share Chrome 42% Safari 30% Internet Explorer 7% Firefox 7% Edge 4% Other 10% UK Source: Statcounter
  9. 9. @stekenwright Unique users in Ireland Bing 1m Source: Google / Bing YouTube 1.3m Google 2.2m
  10. 10. @stekenwright Mobile
  11. 11. @stekenwright Proportion of adults with a smartphone H1 2016 UK 71% Ireland 80% Sources: Ofcom / ComReg
  12. 12. @stekenwright 66.00% 68.00% 70.00% 72.00% 74.00% 76.00% 78.00% 80.00% 82.00% APAC South America North America Europe Ireland Smartphone users who have purchased on their phone Oct 2016 – last 6 months Source: IAB
  13. 13. @stekenwright 23% 26% 43% 42% 34% 33% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Global average Ireland Daily/Weekly Monthly A few times a year Frequency of mobile purchases Oct 2016 Source: IAB
  14. 14. @stekenwright The Irish are obsessed with their mobile phones
  15. 15. @stekenwright A (brief) history of Google and mobile Apple launches the iPhone 2007 2010 Responsive Web Design Google launches 1998 Google launches its first Android 2009 2015 Mobile search overtakes desktop Google pays $1bn to be iPhone search default 2014
  16. 16. @stekenwright The iPhone predates Responsive Web Design by at least 3 years
  17. 17. @stekenwright
  18. 18. @stekenwright 90% of users start a task on one device and complete it on another Source: Google / LukeW
  19. 19. @stekenwright Use Resizer to see your content on different screen sizes design.google.com/resizer
  20. 20. @stekenwright Google, Apple, Adobe and Microsoft collaborating on variable fonts FastCo Design / Erik van Blokland
  21. 21. @stekenwright What’s important on mobile?
  22. 22. @stekenwright What’s important on desktop?
  23. 23. @stekenwright What’s important on tablet?
  24. 24. @stekenwright Speed
  25. 25. @stekenwright Number of 4G subscriptions UK Q4 2013 2.7m Source: Ofcom Q4 2014 23.6m Q4 2015 39.5m
  26. 26. @stekenwright Number of 4G subscriptions Ireland 1.7m Source: Ofcom
  27. 27. @stekenwright
  28. 28. @stekenwright 27.3% 50.2% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Q3 2015 Q3 2016 Data generated on 4G networks Ireland Source: ComReg
  29. 29. @stekenwright A (brief) history of Google and site speed 2010 Page speed becomes desktop ranking factor Google launches 1998 5G expected in UK 2020 4G available in UK 2013 PageSpeed Insights 2011 AMP 2016 2019 5G expected in Ireland
  30. 30. @stekenwrightSource: BuiltWith AMP adoption
  31. 31. @stekenwright Adoption of AMP UK vs. Ireland UK 6.49% Ireland 5.68% Source: BuiltWith
  32. 32. @stekenwright 65% of Irish websites use WordPress Source: BuiltWith
  33. 33. @stekenwrightPageFrog.com
  34. 34. @stekenwright AMP is awesome!?
  35. 35. @stekenwrightCloudflare.com
  36. 36. @stekenwright 61% improvement in Page Load speed in 30 mins tools.pingdom.com
  37. 37. @stekenwright At home 68% At work 9% On the go 17% In store 2% Other 4% Where are you when you search on your mobile? Source: Think with Google
  38. 38. @stekenwright Both at home and outside 66% Mainly at home 16% Only at home 8% Only out of home 1% Mainly out of home 9% Where do you use the internet on your phone? Source: Ofcom
  39. 39. @stekenwright 3% 2% 7% 13% 17% 19% 18% 22% 0% 5% 10% 15% 20% 25% Midnight - 3am 3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight When do mobile searches occur? Source: Think with Google
  40. 40. @stekenwright Conversion rate Client example Mobile 6.79% Desktop 4.30% Tablet 4.57%
  41. 41. @stekenwright 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 1 2 3 4 5 6 7 8 9 10 Mobile click through rate Industry average: September 2016
  42. 42. @stekenwright More branded3.com/blog/mobile-ctr
  43. 43. @stekenwright 1 2 3 4 5 6 7 8 9 10 September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Mobile click through rate Before/after May 2016 mobile-friendly update: September vs. April 2016
  44. 44. @stekenwright 85% of all pages in the mobile search results meet mobile-friendly criteria Source: Google
  45. 45. @stekenwright Mobile-friendly 63% Not mobile- friendly 37% April 17th 2015 Percentage of mobile-friendly URLs in top 10 results Mobile-friendly 64% Not mobile- friendly 36% May 18th 2015 source: Stone Temple
  46. 46. @stekenwright What did Mobile-Friendly really do?
  47. 47. @stekenwright Traffic trends Client example Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)
  48. 48. @stekenwright Mobile rate of growth Client example 0.0% 2.0% 4.0% 6.0% 8.0% 10.0% 12.0% 14.0% 16.0% 18.0% 20.0% Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14 Aug-14 Sep-14 Oct-14 Nov-14 Dec-14 Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16 Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic
  49. 49. @stekenwright Mobile 40% Tablet 23% Desktop 37% Search volume by device Search volume vs. actual traffic Client example Mobile 14% Tablet 36% Desktop 50% Organic data sources
  50. 50. @stekenwright Ranking position Client example: mobile vs. desktop -9000 -8000 -7000 -6000 -5000 -4000 -3000 -2000 -1000 0 1000
  51. 51. @stekenwright 1 2 3 4 5 6 7 8 9 10 September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08% April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08% 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% Mobile click through rate Before/after May 2016 mobile-friendly update: September vs. April 2016
  52. 52. @stekenwrightSource: Merkle Traffic from 4th text ad June/July 2016
  53. 53. @stekenwright What is organic competition like?
  54. 54. @stekenwright Search landscape Flights 54.4% 31.7% 26.8% 15.6% 15.5% 15.0% 13.1% 9.6% 8.3% 7.8% 6.0% 5.5% 5.2% 4.4% 3.0% 3.0% 2.5% 1.6% 1.5% 0.8% www.skyscanner.ie www.jetcost.ie www.expedia.ie www.edreams.com www.tripadvisor.ie www.cheapflights.ie www.ebookers.ie www.budgettravel.ie www.ryanair.com www.farecompare.com www.aerlingus.com www.lastminute.com www.easyjet.com www.skyscanner.net www.cheapflights.com www.kayak.ie www.tripadvisor.com www.flybe.com www.britishairways.com www.lufthansa.com
  55. 55. @stekenwright 23.3% 22.6% 22.5% 21.8% 18.5% 11.2% 7.1% 6.2% 5.8% 5.5% 3.3% 3.0% 1.4% 1.1% 0.9% www.littlewoodsireland.ie www.boohoo.com www.debenhams.ie www.missguided.eu www.asos.com www.arnotts.ie www.riverisland.com www.prettylittlething.com www.forever21.com www.marksandspencer.ie www.next.co.uk www.newlook.com www.houseoffraser.co.uk www.topshop.com www.johnlewis.com Search landscape Fashion
  56. 56. @stekenwright 93.1% 49.7% 34.0% 33.1% 19.7% 17.1% 11.0% 10.8% 4.2% 1.2% 1.2% 0.9% www.mortgages.ie www.consumerhelp.ie personalbanking.bankofireland.com www.ebs.ie aib.ie www.kbc.ie www.permanenttsb.ie www.bonkers.ie www.bankrate.com digital.ulsterbank.ie www.irishtimes.com www.independent.ie Search landscape Mortgages
  57. 57. @stekenwright Search landscape Tea 68.7% 21.5% 14.8% 10.4% 7.4% 5.6% 5.3% 4.7% 2.5% 2.3% 2.1% 1.7% 1.5% 1.3% en.wikipedia.org coffee.ie www.teavana.com www.bewleys.com www.coffeebeans.ie www.barrystea.ie www.lilysteashop.ie www.discountcoffee.ie www.javarepublic.com www.amazon.com www.watermark.ie tea-coffee.ie www.verocoffee.ie www.amazon.co.uk
  58. 58. @stekenwright Links
  59. 59. @stekenwright Localised data works best
  60. 60. @stekenwright Don’t limit yourself to .ie domains
  61. 61. @stekenwrightmoz.com/followerwonk
  62. 62. @stekenwright Site metrics are terrible in Ireland
  63. 63. @stekenwright Relationships with journalists and bloggers are long term
  64. 64. @stekenwright
  65. 65. @stekenwright Search in Ireland
  66. 66. @stekenwright Agency 9% In house 67% Agency/in house 22% Not at all 2% SEO Who does search in Ireland? Agency 26% In house 19% Agency/in house 18% Not at all 37% PPC
  67. 67. @stekenwright Organic search 72% Paid search 12% Referrals 9% Direct 7% Biggest sources of traffic
  68. 68. @stekenwright Using AMP 22% Planning to implement 43% No plans to implement 35% AMP in Ireland
  69. 69. @stekenwright Using HTTPS 74% Planning to implement 18% No plans to implement 8% HTTPS in Ireland
  70. 70. @stekenwright Links 35% Content 42% Technical SEO 14% Something else 9% What do Irish marketers think is the strongest ranking factor?
  71. 71. @stekenwright Thanks stephen.Kenwright@branded3.com @stekenwright

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