Report about Turkey - SimilarWeb PRO

1. 1
Search Marketing Benchmark
The State of Turkey Online in August 2014

2. Table of Contents
Intro 3
Industry overview 4
Benchmark - Traffic Channels 5
Shopping 6
Travel 8
Finance 10
Arts and Entertainment 12
Games 14
The Importance of Search 16
Get the Insights that You Need 16
Data Methodology 16

3. 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 5 of the largest online industries in Turkey to
reveal which channels web users are utilizing to find websites. The report also
dives deep into the top keywords in Turkey 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
estimated monthly visits for the month of August. 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.
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4. Industry overview
Top Countries by Web Traffic
INDUSTRY TRAFFIC SHARE
Internet and Telecom 36.35%
Arts and Entertainment 16.08%
News and Media 10.90%
Shopping 5.42%
Business and Industry 4.54%
Adult 4.36%
Computer and Electronics 4.13%
Games 3.52%
Career and Education 2.69%
People and Society 2.25%
Sports 2.20%
Finance 1.58%
Travel 1.39%
Reference 0.94%
Autos and Vehicles 0.75%
Health 0.73%
Law and Government 0.58%
Food and Drink 0.45%
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014 4

5. Benchmark -
Traffic Channels
Top Online Marketing Channels in Turkey
0.07%
21.45%
33.34%
5.84%
Direct Mail Referrals Search Social Display Ads
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
36.43%
1.87%
Direct traffic took the lion’s share of web traffic during the summer of 2014. 36%
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.
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6. Shopping
SimilarWeb data shows that the Search channel is the dominant source of
traffic in the shopping industry with over 46% of all traffic, beating Direct
(31%) and Referrals (16%). This is much higher than the overall benchmark of
33% indicating that search engines are used heavily by web consumers to find
products and stores.
Top Shopping Online Marketing Channels
0.09%
16.48%
46.83%
4.36%
Direct Mail Referrals Search Social Display Ads
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
30.93%
1.31%
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.
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7. The top organic keywords show that branded keywords rule the roost in the
Shopping industry with ‘sahibinden’ and ‘gittigidiyor’ proving to be the most
traffic generating keywords from organic search. Major Turkish shopping
websites dominated both top organic and paid keywords, with no trace of
international brands such as ‘Amazon’ or ‘eBay’.
Paid search
12%
Shopping Industry Paid vs. Organic Clicks
Organic search
88%
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
Paid Keywords Organic Keywords
# KEYWORDS DESKTOP VISITS
1 Teknosa 904,976
2 Markafoni 647,530
3 N11 583,422
4 Hızlıal 528,672
5 Hepsiburada 405,677
6 Tozlu Giyim 396,153
7 Morhipo 374,782
8 Evidea 368,897
9 Limango 350,141
10 Defacto 335,582
# KEYWORDS DESKTOP VISITS
1 Sahibinden 34,416,780
2 Gittigidiyor 7,654,326
3 Trendyol 4,404,809
4 N11 3,507,172
5 Teknosa 2,843,059
6 Hepsiburada 2,585,002
7 Vatan Bilgisayar 2,393,702
8 Sahibinden.com 2,381,489
9 Bimeks 2,302,019
10 Media Markt 1,969,344
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8. Travel
SimilarWeb data illustrates just how important the Search channel is for the
Travel industry by delivering over 65% of their traffic. The next two biggest
contributors to traffic were way behind with Direct bringing in 18% and Referrals
bringing in just above 12%.
Top Travel Online Marketing Channels
0.05%
13.11%
65.55%
1.59% 1.61%
Direct Mail Referrals Search Social Display Ads
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
18.07%
With most visits coming via search engines we can expect to see high levels of
competition for search clicks by advertisers. With 21% of total search clicks going
towards paid clicks, a very high ratio, we can see an industry which is highly
competitive for search traffic.
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9. The data demonstrates that the most popular keywords for the Travel indu try
are branded ones. Thy was distinguished with the most searched for brand
name and Pegasus proved to be the dominant search player in Travel holding
the #2 position for both organic and paid clicks.
Paid search
21%
Travel Industry Paid vs. Organic Clicks
Paid search
79%
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
Paid Keywords Organic Keywords
# KEYWORDS DESKTOP VISITS
1 Thy 3,197,770
2 Pegasus 2,695,580
3 Booking 1,897,026
4 Atlasjet 1,265,845
5 Tatil Sepeti 1,244,419
6 Sunexpress 1,063,848
7 Skyscanner 860,342
8 Onur Air 834,231
9 Ets 815,708
10 Uçak Bileti 781,314
# KEYWORDS DESKTOP VISITS
1 Thy 3,311,036
2 Pegasus 2,675,006
3 Ido 1,208,066
4 Onur Air 958,424
5 Anadolu Jet 839,597
6 Booking 782,451
7 Skyscanner 768,547
8 Tatil Sepeti 709,969
9 Tcdd 616,759
10 Atlasjet 591,314
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10. Finance
In this industry as well, the Search channel is taking the lead with over 40% of
the traffic share. Direct (31%) and Referrals (16%) are fairly far behind.
Top Finance Online Marketing Channels
0.15%
15.80%
40.82%
1.52%
10.85%
Direct Mail Referrals Search Social Display Ads
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
30.86%
The finance industry in Turkey shows a difference behavior in comparison to
the global trend in this industry, which has Direct as the main traffic source and
Search coming 3rd. The paid-organic distribution is also unique for the Turkish
market, with over 12% coming from paid search, while global nubers showed
less the 5% of paid search traffic.
10

11. The paid-organic distribution is also unique for the Turkish market, with over
12% coming from paid search, while global nubers showed less the 5% of paid
search traffic.
Paid search
13%
Finance Industry Paid vs. Organic Clicks
Paid search
87%
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
Paid Keywords Organic Keywords
# KEYWORDS DESKTOP VISITS
1 Garanti 7,697,033
2 Akbank 2,910,355
3 Garanti Bankası 753,561
4 Kredi Hesaplama 631,823
5 Finansbank 533,953
6 Denizbank 335,298
7 Teb 290,232
8 Akbank Direkt 239,015
9 En Uygun Kredi 225,614
10 Garanti Internet 221,644
# KEYWORDS DESKTOP VISITS
1 Iş Bankası 1,409,637
2 Garanti 1,304,189
3 Vakıfbank 1,101,139
4 Yapı Kredi 959,341
5 Ziraat 902,368
6 Halkbank 784,151
7 Finansbank 766,638
8 Akbank 638,322
9 Denizbank 520,071
10 Teb 484,975
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12. Arts and Entertainment
The Search channel is dominate traffic source for the Arts and Entertainment
industry with 42% of the traffic share. Far after it comes Direct (29%) and
Referrals (18%).
Top Arts & Entertainment Online Marketing
Channels
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
28.81%
0.03%
18.63%
42.08%
8.32%
2.12%
Direct Mail Referrals Search Social Display Ads
12

13. 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
0.26%
Paid search
99.74%
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
‘Youtube’ and its variations are the most popular organic keywords and right
after that variations of ‘watch movies’ (film izle) and ‘watch foreign tv series’
(yabancı dizi izle).
Paid Keywords Organic Keywords
# KEYWORDS DESKTOP VISITS
1 Digitürk 2,568,066
2 Digiturk 820,576
3 Ttnet Müzik 776,803
4 Shutterstock 575,825
5 Ipekyol 510,467
6 Flormar 463,044
7 Dsmart 344,005
8 Korku Filmleri 262,498
9 Deezer 249,394
10 Morhipo 225,426
# KEYWORDS DESKTOP VISITS
1 Youtube 49,185,099
2 Film Izle 9,573,985
3 Youtube mp3 2,949,366
4 Porno 2,925,219
5 Yabancı Dizi Izle 2,299,874
6 HD Film Izle 2,285,261
7 You 1,875,360
8 Star TV 1,607,127
9 Ekşi 1,408,055
10 IMDb 1,383,634
13

14. Games
Industry data shows that the most popular traffic channel for Games is Search
with just over 49% of the market share. Direct sources are far behind in terms of
driving traffic with a market share of just above 24%.
Top Games Online Marketing Channels
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
24.30%
0.01%
18.02%
49.51%
4.31% 3.84%
Direct Mail Referrals Search Social Display Ads
14

15. 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
0.40%
Paid search
99.60%
Source: Turkey Search Marketing Benchmark Report - August 2014 | © SimilarWeb 2014
The keywords driving the most traffic in this market are variations of games in
Turkish but comming just second is ‘friv’, which ,(العابƙ , and Arabic (oyunlar, oyun
also appears in the top 10 keywords for the global gaming industry for both paid
and organic.
Paid Keywords Organic Keywords
# KEYWORDS DESKTOP VISITS
1 Legend Online 5,881,202
2 Minecraft Indir 4,445,936
3 Playstore 3,300,910
4 Barbi Oyunları 2,184,490
5 Oyunlar 1,619,513
6 Play Store 1,189,265
1,130,606 العاب7 ƙ
8 Oyuncak Dünyası 1,032,376
9 Gametwist 1,026,228
10 Oyun Indir 980,874
# KEYWORDS DESKTOP VISITS
1 Oyunlar 3,022,882
2 Friv 2,667,188
3 Stardoll 1,965,999
4 Oyun Skor 1,886,132
5 Kral Oyun 1,868,669
6 3D Oyunlar 1,593,485
7 Oyun 1,295,307
8 Oyunlar1 675,606
9 Gamyun 557,679
10 Araba Oyunları 518,379
Games
15

16. 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 search terms across all industries in Turkey are dominated by major brand
names. That insight, combined with the fact most of the traffic comes from
organic search, 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 5 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.
Professional marketers can subscribe to SimilarWeb PRO to get in-depth
marketing insights and see the online strategies and tactics for any website,
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Data Methodology
The data analyzed in this report reflects the top branded and non-branded
keywords that drove traffic to websites in the 5 analyzed categories. Data is
based off of total desktop website visits in August 2014.
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