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State of Search in Ireland - Stephen Kenwright - Learn Inbound - January 2017
The document provides an overview of the state of search in Ireland, highlighting key statistics about search engine usage, mobile phone purchasing behaviors, and the impact of mobile-friendly updates on conversion rates. It details the market shares of different search engines and browsers, as well as trends in mobile search and user engagement with mobile devices. Additionally, the document discusses the importance of AMP (Accelerated Mobile Pages) and HTTPS in search optimization and outlines the preferences of Irish marketers in SEO and PPC strategies.
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Similar to State of Search in Ireland - Stephen Kenwright - Learn Inbound - January 2017
State of Search in Ireland - Stephen Kenwright - Learn Inbound - January 2017
- 1. @stekenwright State of search inIreland Stephen Kenwright @stekenwright
- 2. @stekenwright Just because itworked somewhere else…
- 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! Totalaudience Desktop audience Mobile audience UK audience of search engines (millions) March 2016 Source: comScore
- 4. @stekenwright Bing audience numbersin Ireland March 2016 Unique searchers 1m Source: comScore Share 8.8% Monthly searches 15m
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- 6. @stekenwright Bing impressions In millions 11 8 10 9 11 9 11 13 12 11 13 14 1616 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. @stekenwright Desktop 89% Tablet 3% Mobile 8% Bing monthly impressionsby device Ireland Source: Microsoft
- 8. @stekenwright Chrome 49% Safari 22% Firefox 8% Internet Explorer 7% Other 14% Ireland Browser marketshare Chrome 42% Safari 30% Internet Explorer 7% Firefox 7% Edge 4% Other 10% UK Source: Statcounter
- 9. @stekenwright Unique users inIreland Bing 1m Source: Google / Bing YouTube 1.3m Google 2.2m
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- 11. @stekenwright Proportion of adultswith a smartphone H1 2016 UK 71% Ireland 80% Sources: Ofcom / ComReg
- 12. @stekenwright 66.00% 68.00% 70.00% 72.00% 74.00% 76.00% 78.00% 80.00% 82.00% APAC South AmericaNorth America Europe Ireland Smartphone users who have purchased on their phone Oct 2016 – last 6 months Source: IAB
- 13. @stekenwright 23% 26% 43% 42% 34% 33% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Globalaverage Ireland Daily/Weekly Monthly A few times a year Frequency of mobile purchases Oct 2016 Source: IAB
- 14. @stekenwright The Irish areobsessed with their mobile phones
- 15. @stekenwright A (brief) historyof 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. @stekenwright The iPhone predatesResponsive Web Design by at least 3 years
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- 18. @stekenwright 90% of usersstart a task on one device and complete it on another Source: Google / LukeW
- 19. @stekenwright Use Resizer tosee your content on different screen sizes design.google.com/resizer
- 20. @stekenwright Google, Apple, Adobeand Microsoft collaborating on variable fonts FastCo Design / Erik van Blokland
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- 25. @stekenwright Number of 4Gsubscriptions UK Q4 2013 2.7m Source: Ofcom Q4 2014 23.6m Q4 2015 39.5m
- 26. @stekenwright Number of 4Gsubscriptions Ireland 1.7m Source: Ofcom
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- 28. @stekenwright 27.3% 50.2% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Q3 2015 Q32016 Data generated on 4G networks Ireland Source: ComReg
- 29. @stekenwright A (brief) historyof 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
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- 31. @stekenwright Adoption of AMP UKvs. Ireland UK 6.49% Ireland 5.68% Source: BuiltWith
- 32. @stekenwright 65% of Irishwebsites use WordPress Source: BuiltWith
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- 36. @stekenwright 61% improvement inPage Load speed in 30 mins tools.pingdom.com
- 37. @stekenwright At home 68% At work 9% Onthe go 17% In store 2% Other 4% Where are you when you search on your mobile? Source: Think with Google
- 38. @stekenwright Both at homeand 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. @stekenwright 3% 2% 7% 13% 17% 19% 18% 22% 0% 5% 10% 15% 20% 25% Midnight - 3am3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight When do mobile searches occur? Source: Think with Google
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- 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% 12 3 4 5 6 7 8 9 10 Mobile click through rate Industry average: September 2016
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- 43. @stekenwright 1 2 34 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. @stekenwright 85% of allpages in the mobile search results meet mobile-friendly criteria Source: Google
- 45. @stekenwright Mobile-friendly 63% Not mobile- friendly 37% April 17th2015 Percentage of mobile-friendly URLs in top 10 results Mobile-friendly 64% Not mobile- friendly 36% May 18th 2015 source: Stone Temple
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- 47. @stekenwright Traffic trends Client example DesktopMobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)
- 48. @stekenwright Mobile rate ofgrowth 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. @stekenwright Mobile 40% Tablet 23% Desktop 37% Search volume bydevice Search volume vs. actual traffic Client example Mobile 14% Tablet 36% Desktop 50% Organic data sources
- 50. @stekenwright Ranking position Client example:mobile vs. desktop -9000 -8000 -7000 -6000 -5000 -4000 -3000 -2000 -1000 0 1000
- 51. @stekenwright 1 2 34 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. @stekenwrightSource: Merkle Traffic from4th text ad June/July 2016
- 53. @stekenwright What is organiccompetition like?
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- 60. @stekenwright Don’t limit yourselfto .ie domains
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- 62. @stekenwright Site metrics areterrible in Ireland
- 63. @stekenwright Relationships with journalists andbloggers are long term
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- 66. @stekenwright Agency 9% In house 67% Agency/in house 22% Notat all 2% SEO Who does search in Ireland? Agency 26% In house 19% Agency/in house 18% Not at all 37% PPC
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- 68. @stekenwright Using AMP 22% Planning toimplement 43% No plans to implement 35% AMP in Ireland
- 69. @stekenwright Using HTTPS 74% Planning toimplement 18% No plans to implement 8% HTTPS in Ireland
- 70. @stekenwright Links 35% Content 42% Technical SEO 14% Something else 9% Whatdo Irish marketers think is the strongest ranking factor?
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