1. The Business of Search
An Insider Perspective on the Search
Engine Business and How This Shapes
Our Approach
2. Disclaimer
All figures shown with source credits are drawn
from publicly available sources.
All non-credited data is assumed, based on
similar published sources and managed client
data, and is purely for illustrative purposes
only.
@NicholaStott
3. We’re Going To Cover...
• Why Me?
• Search Business Metrics
• Which Metrics Matter Most?
– Coverage
– CPC
– CTR
• The Page One Objective
@NicholaStott
4. About Nichola
• Founded theMediaFlow 2009
• Yahoo! UK head of search partners
• Insight to global search metrics
• Managed Guardian, ITV, Orange, EU domain,
EU arbitrage etc
• Traffic Quality and Pricing Discounts rep
@NicholaStott
9. Search Business Metrics
1M x 85% x 0.18 x 15% = £22,950 /RPM - £22.95
If this figure were exact...
“Google Sites Accounts for Two-Thirds of 131 Billion
Searches Conducted Worldwide in December”
Comscore Global Search Market Growth Report – 2009
@NicholaStott
10. Search Business Metrics
UK December 2009 = 6,245,000,000*
Google share = 90%
/1000 = 5,620,500
x RPM (£22.95)
= £128,990,475
* Comscore Global Search Market Growth Report – 2009
@NicholaStott
26. CTR
How can we improve CTR without compromising
UX/SX?
• Improve match technologies
• Reduce search abandonment rate
• Improve total result relevance
Shift the distribution of all CTR activity to P1
@NicholaStott
28. The Page One Objective
1M x 85% x 0.225p x 15.5% = £29,643.75
RPM = £29.64
@NicholaStott
29. The Page One Objective
@NicholaStott
New SERP with greater
universal content focus
Mayday, Mayday!
“Yes it has effected the long
tail, on poorer quality sites”
“Yes it is a quality win”
“Yes it passed all the tests”
(@54 secs)
Google Instant - more
impressions, more relevant,
more 1st page action
31. Google Q4 UK Revenue 2010
UK Searches 6,245BN (35% YoY on 2008)
Up 25% YoY = 7806BN
Google 90% = 7025BN
@RPM £29.64 = £208,221,000
GBP – USD 30 day average (Sept) = 1.55576
$323,941,902.96
October, November up 25.5% on December ($406,547,088.21)
= $1,137,036,079.38
@NicholaStott