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Similarweb search-marketing-benchmark-report-summer2014

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Search marketing report - summer 2014

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Similarweb search-marketing-benchmark-report-summer2014

  1. 1. Search Marketing Benchmark Report 2014 Summer Global Edition
  2. 2. 2/20 Table of Contents Intro 3 Global Overview 4 Global Benchmark 5 Shopping 6 Gambling 8 Travel 10 Finance 12 Arts and Entertainment 14 Games 16 Adult 18 The Importance of Search 20 Get the Insights that You Need 20 Data Methodology 20
  3. 3. 3/20 Understanding where your web traffic is coming from is essential in promoting your brand and maximizing your online exposure to potential clients, customers and leads. At SimilarWeb we track over 2 billion web and mobile actions each day, collecting the data which gives online marketers the know-how to get ahead. This benchmark report looks at 7 of the largest online industries to reveal which channels web users are utilizing to find websites. The report also dives deep into the top global keywords sending traffic per industry from paid and organic search engine clicks. The data in this report is taken from the summer of 2014 covering the months of June, July, and August. Desktop visits in the tables in this report show the esti-mated monthly visits for the month of July. This report takes data from a global set of users which come from over 200 different countries. All of the data is based off real human web behavior.
  4. 4. 4/20 Global Overview Top Countries by Web Traffic United States 27.95% Russian Federation 4.78% United Kingdom 4.64% Brazil 4.26% France 3.54% India 3.27% Canada 3.25% Germany 3.01% Italy 2.41% Japan 2.17% Spain 2.10% Poland 1.97% Netherlands 1.97% Ukraine 1.77% Australia 1.73% Turkey 1.61% Mexico 1.34% Argentina 1.25% China 1.14% Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014
  5. 5. 5/20 Global Benchmark 41.97% 0.25% Top Global Online Marketing Channels 23.29% 28.68% 4.53% 1.27% Direct Mail Referrals Search Social Display Ads Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 Direct traffic took the lion’s share of global web traffic during the summer of 2014. 42% of visits were direct to websites that were previously known to users. Email had a particularly small impact on web traffic as most web surfers use other means of discovery to find and access websites.
  6. 6. 6/20 Shopping SimilarWeb data shows that the Search channel is the dominant source of traffic in the shopping industry with over 40% of all traffic, beating Direct (32%) and Referrals (22%). This is much higher than the global benchmark of 29% indicat-ing that search engines are used heavily by web consumers to find products and stores. 32.43% Top Shopping Online Marketing Channels 0.41% 22.91% 40.37% 2.59% 1.29% Direct Mail Referrals Search Social Display Ads Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 Breaking down search traffic down into organic and paid search, 12% of total search clicks were on paid advertisements. This was the highest ratio of paid search clicks from all of the industries analyzed in this report.
  7. 7. 7/20 The top organic keywords show that branded keywords rule the roost in the Shopping industry with ‘eBay’ and ‘Amazon’ proving to be the most successful keywords. Major shopping websites dominated both top organic and paid key-words, such as Olx, Brazil’s massive classified site and Flipkart, India’s largest online retailer. Paid search 12.19% Shopping Industry Paid vs. Organic Clicks Organic search 87.81% Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 Paid Keywords Organic Keywords # KEYWORDS DESKTOP VISITS 1 Amazon 858,139,383 2 Olx 250,256,397 3 Aliexpress 164,251,168 4 Home Depot 145,945,626 5 Mercado Livre 139,517,745 6 eBay 115,821,803 7 Flipkart 107,215,944 8 Best buy 106,047,727 9 Ikea 104,311,579 10 Groupon 97,626,232 # KEYWORDS DESKTOP VISITS 1 eBay 951,452,934 2 Amazon 844,320,963 3 Walmart 198,845,815 4 Olx 174,231,958 5 Ikea 146,549,236 6 Allegro 119,401,850 7 Gumtree 112,051,700 8 Mercadolibre 109,256,290 9 Flipkart 99,483,297 10 Sahibinde 92,142,518
  8. 8. 8/20 Gambling Search is the third most popular traffic channel – after Direct (34%) and Re-ferrals (32%) - in the Gambling industry and contributes 16% of traffic to the industry. Display ads drove 16% of total traffic to gambling websites which was the highest ratio for all of the industries analyzed in this report. Search drove a relatively minor amount of traffic, most likely because Google does not allow gambling websites to advertise on Adwords. 34.04% Top Gambling Online Marketing Channels 0.29% 32.23% 16.12% 1.25% 16.06% Direct Mail Referrals Search Social Display Ads Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014
  9. 9. 9/20 We looked at the split of organic/paid traffic and found that 97% of traffic for the Gambling industry comes via organic keywords and only 3% from paid key-words. Paid search 2.68% Gambling Industry Paid vs. Organic Clicks Paid search 97.32% Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 The most popular organic and paid keywords point to a reliance on branded results such as the names of national lotteries and online bookmakers. Paid Keywords Organic Keywords # KEYWORDS DESKTOP VISITS 1 Lotto 28,198,871 2 Bet365 25,441,610 3 Euromillions 11,333,634 4 FDJ 10,363,850 5 Ladbrokes 10,321,943 6 Staatsloterij 7,719,365 7 Sisal 5,577,650 8 Euromilhoes 5,306,913 9 Paddy Power 4,775,949 10 Euromillion 4,774,169 # KEYWORDS DESKTOP VISITS 1 Lotto 12,716,537 2 Bet365 8,704,545 3 Loto 5,733,690 4 Pmu 5,114,303 5 National Lottery 4,843,788 6 Bwin 4,636,137 7 Euromillions 4,335,011 8 Lottery 4,090,613 9 Powerball 3,819,098 10 William Hill 3,672,136
  10. 10. 10/20 Travel SimilarWeb data illustrates just how important the Search channel is for the Travel industry by delivering over 50% of their traffic. The next two biggest contributors to traffic were way behind with Direct bringing in 24% and Referrals bringing in just under 20%. 24.03% 0.28% Top Travel Online Marketing Channels 19.99% 52.9% 1.62% 1.19% Direct Mail Referrals Search Social Display Ads Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 With 1 in 2 web visits coming via search engines we can expect to see high levels of competition for search clicks by advertisers. With almost of 11% of total search clicks going towards paid clicks, a very high ratio, we can see an industry which is highly competitive for search traffic.
  11. 11. 11/20 The data demonstrates that the most popular keywords for the Travel industry are branded ones. Ryanair was distinguished with the most searched for brand name and TripAdvisor proved to be the dominant search player in Travel holding the #2 position for both organic and paid clicks. Paid search 10.84% Travel Industry Paid vs. Organic Clicks Paid search 89.16% Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 Paid Keywords Organic Keywords # KEYWORDS DESKTOP VISITS 1 Booking 316,429,051 2 Tripadvisor 205,580,705 3 Expedia 139,783,366 4 Trivago 112,774,795 5 Airbnb 88,798,357 6 Easyjet 63,105,571 7 Booking.com 60,437,109 8 Agoda 57,061,767 9 Skyscanner 55,240,809 10 Ryanair 52,283,767 # KEYWORDS DESKTOP VISITS 1 Ryanair 155,354,384 2 Tripadvisor 127,235,613 3 Irctc 98,182,800 4 Skyscanner 85,329,759 5 Booking 77,086,792 6 Expedia 74,832,812 7 Easyjet 63,734,668 8 Kayak 54,437,745 9 Trivago 47,890,876 10 Airbnb 39,736,431
  12. 12. 12/20 Finance The Search channel is only the third most popular traffic source for the Finance industry with just under 25% of the traffic share. Direct (46%) and Referrals (27%) were much more successful at driving traffic to the industry. 45.86% 0.40% Top Finance Online Marketing Channels 26.74% 24.66% 1.05% 1.29% Direct Mail Referrals Search Social Display Ads Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 Due to this loyal following and perhaps because companies in this industry continue to invest in offline marketing formats, it’s no surprise that over 95% of traffic to the Finance industry is organic with very small paid search activities.
  13. 13. 13/20 The paid and organic keywords are all branded terms apart from ‘mortgage cal-culator’ which is the 9th most popular paid keyword. PayPal takes the top posi-tion in both sectors and shows an aggressive Search strategy. Paid search 4.69% Finance Industry Paid vs. Organic Clicks Paid search 95.31% Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 Paid Keywords Organic Keywords # KEYWORDS DESKTOP VISITS 1 Paypal 149,112,429 2 Garanti 77,199,120 3 Santander 45,789,923 4 Capital one 42,125,111 5 Itau 40,066,498 6 Western union 34,652,203 7 Akbank 32,476,137 8 Credit karma 28,631,207 9 Mortgage calculator 23,415,355 10 La banque postale 22,717,131 # KEYWORDS DESKTOP VISITS 1 Paypal 84,716,893 2 Bank of america 30,749,536 3 Santander 28,238,687 4 Wells fargo 27,327,559 5 La banque postale 27,062,723 6 Itau 25,274,578 7 HSBC 23,807,255 8 Banco do brasil 19,535,126 9 Bradesco 18,670,814 10 Banesco 17,266,802
  14. 14. 14/20 Arts and Entertainment The Search channel is the second most popular traffic source for the Arts and Entertainment industry with 31% of the traffic share. The most popular channel for traffic in this industry is Direct with a 36% share. 36.40% Top Arts & Entertainment Online Marketing Channels 0.11% 23.33% 31.12% 7.69% 1.35% Direct Mail Referrals Search Social Display Ads Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014
  15. 15. 15/20 Organic search is responsible for over 99% of all search traffic and shows that paid search is not a priority for this industry. Arts & Entertainment Industry Paid vs. Organic Clicks Paid search 0.65% Paid search 99.35% Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 ‘Youtube’ and ‘you tube’ are the most popular organic keywords and show that people are keen to search for that brand. ‘Netflix’ and ‘youtube’ are the most popular paid search terms. Paid Keywords Organic Keywords # KEYWORDS DESKTOP VISITS 1 Netflix 1,166,732,256 2 Youtube 916,941,071 3 Pandora 611,944,526 4 Spotify 389, 333,801 5 Hulu 376,999,663 6 Shutterstock 333,525,462 7 Vimeo 315,626,512 8 Redbox 250,461, 200 9 Direct tv 236,065,412 10 Thomann 232,198,466 # KEYWORDS DESKTOP VISITS 1 Youtube 8,375,469,189 2 You tube 589,507, 644 3 IMDB 234,363,994 4 You 229,411, 260 5 ютуб 199,064,163 6 Netflix 192,007,530 7 Dailymotion 187,848,348 8 Youtube to mp3 147, 302, 721 9 Youtube.com 141,157,519 10 Soundcloud 140,800,834
  16. 16. 16/20 Games Industry data shows that the most popular traffic channel for Games is Search with just over 34% of the market share. Direct sources are only marginally be-hind in terms of driving traffic with a market share of just under 34%. 33.99% Top Games Online Marketing Channels 0.09% 23.46% 34.08% 3.50% 4.88% Direct Mail Referrals Search Social Display Ads Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014
  17. 17. 17/20 Nearly 99% of this search traffic originates from organic keywords and only a tiny fraction of paid keywords contribute traffic to the Games industry. Paid search 1.18% Games Industry Paid vs. Organic Clicks Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 The most popular organic keyword is ‘friv’ and the rest of the top 10 are brand-ed keywords apart from the term ‘games’. ‘Origin’ and ‘games’ are the highest ranking paid keywords. Paid search 98.82% Paid Keywords Organic Keywords # KEYWORDS DESKTOP VISITS 1 friv 305,136,295 2 happy wheels 62,707,217 3 juegos friv 57,528,660 4 minecraft 54,612,091 5 kizi 53,984,526 6 miniclip 53,863,255 7 stardoll 39,872,347 8 club penguin 39,697,372 9 twitch 39,318,031 10 games 37,281,023 # KEYWORDS DESKTOP VISITS 1 origin 173,608,064 2 games 125,106,179 3 gamestop 75,387,997 74,818,864 العاب 4 5 animal jam 67,667,880 6 jogos 66,664,225 7 friv 62,762,037 8 juegos gratis 53,185,663 9 jogos da barbie 51,864,013 10 car games 48,136,999
  18. 18. 18/20 Adult The Search channel is the second most popular traffic source for the Adult in-dustry with 28% of traffic coming from this channel. Referrals are way ahead of Search in this industry for contributing traffic with a share of 46%. 21.80% Top Adult Online Marketing Channels 0.07% 45.94% 28.27% 1.46% 2.47% Direct Mail Referrals Search Social Display Ads Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014
  19. 19. 19/20 Similarly to the Gambling industry, Adult ads are also not allowed in Adwords. This results in a huge amount, 99.5%, of all search traffic reaching the Adult in-dustry being made up of organic keywords with only the tiniest of contributions from paid keywords. Adult Industry Paid vs. Organic Clicks Paid search 0.50% Paid search 99.50% Source: Search Marketing Benchmark Report Summer Global Edition | © SimilarWeb 2014 The top organic keywords are branded and relate to video streaming sites - ‘xnxx’ and ‘xvideos’. Also popular are the organic keywords ‘porn’, ‘porno’ and ‘XXX’ which also feature in the top paid keywords amongst mostly non-branded keywords. Paid Keywords Organic Keywords # KEYWORDS DESKTOP VISITS 1 Porn 267,160,208 2 xxx 234,911,537 3 Blazzers 141,700,918 4 Porno 132,841,551 5 Sex toys 121,771,816 6 Sex shop 106,336,985 7 Sexe 91,074,882 8 Aff 88,868,633 9 Ashley madison 84,868,633 10 Sexshop 69,902,002 # KEYWORDS DESKTOP VISITS 1 Xnxx 505,572,727 2 Xvideos 455,692,842 3 Porno 392,647,673 4 Redtube 371,965,543 5 Porn 345,586,658 6 Pornhub 301,714,856 7 Xhamster 294,631,335 8 Youporn 271,347,047 9 порно 226,043,372 10 xxx 221,472,598
  20. 20. 20/20 The Importance of Search Search channels remain important sources of traffic across all the industries we have looked at. There is a very strong bias towards organic so concentrating efforts on SEO remain a high priority for businesses wanting to increase their traffic and, in turn, conversion rates. Top global search terms across all industries are dominated by major brand names. That insight, combined with the fact that 42% of all online traffic is Di-rect, highlights that the value of building a strong brand is the key to becoming a major player online. Get the Insights that You Need This report provided high level insights for 7 of the most popular industries online. To see the full rankings for over 200 different categories and the website traffic statistics for any website you can visit SimilarWeb.com for free. Profes-sional marketers can subscribe to SimilarWeb PRO to get in-depth marketing insights and see the online strategies and tactics for any website, mobile web-site, industry, or mobile App. Data Methodology The data analyzed in this report reflects the top branded and non-branded key-words that drove traffic to websites in the 7 analyzed categories. Data is based off of Global website visits for the 3 month period from the 1st of June through the 31th of August 2014. The data set is filtered from 1.5 trillion website visits as measured by SimilarWeb.

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