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The Search Landscape
The Search Engine Strategies conference series hit London last week. Ian Delaney reports on the latest research.
The Search Engine Strategies conference series hit
London last week. Ian Delaney reports on the latest
research.
Heather Hopkins reported the latest in UK search matters from
the perspective of metrics form Hitwise. She noted that Search
Engines overtook Adult Websites in October and that the market
share of visits to search engines were up 22% in December and
21% January year-on-year. When it comes to market share in
search, though, there were few surprises.
Google searches accounted for 78% of the UK's searches in
the four weeks to 10/2/07. Google was thus up 6 per cent over
the previous year. Microsoft searches, despite the launch of
Live, has experienced a persistent decline over the last twelve
months.
Hopkins also noted the differences in character between the
search engines. Searchers using Google are far more likely than
those using any other engine to search for Web 2.0-related
topics such as MySpace, bebo, wikipedia or youtube. She noted
that people use search engines as a portal, and type names into
the search bar rather than the address bar, because this is
quicker and more convenient. This means, then, that Google users
are more likely to be users of those services than users of the
other engines, rather than that they do not know their web
addresses.
On the other hand, users of Ask were more likely to search
for Friends Re-united than those using other search engines,
suggesting a less trendy, web-savvy audience perhaps. She also
noted that Ask.com UK sends more of its own traffic (17%) to
retail websites than any of the other leading search engines.
Such a result has clear implications for brands' search
marketing efforts.
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