Bing share of searches increases 7 percent for June 2010
Experian Hitwise announced that Google accounted for 71.65 percent of all U.S. searches conducted in the four weeks ending June 26, 2010. Yahoo! Search, Bing and Ask received 14.37 percent, 9.85 percent and 2.19 percent, respectively. The remaining 70 search engines in the Hitwise Search Engine Analysis Tool accounted for 1.94 percent of U.S. searches.
Search engines continue to be the primary way Internet users navigate to key industry categories. Comparing May 2010 with June 2010, Automotive, Business and Finance, Entertainment, News and Media, Shopping and Social Networking categories showed double-digit increases in their share of traffic coming directly from search engines.
View the rest of this article.
Hitwise Canada Search Analysis
Music - Bands and Artists
Hitwise Canada Search Intelligence™ data reveals the top 10 search terms in the Music - Bands and Artists industry for the 12 weeks ending July 24, 2010. The results are ordered based on the volume of searches from across all major search engines.
Search terms driving traffic to Music - Bands and Artists - 12 rolling weeks ending 07/24/10
Rank Search Terms % of Searches
1. lady gaga 1.66%
2. justin bieber 1.32%
3. eminem 1.22%
4. thisis50 1.02%
5. adam lambert 0.81%
6. michael jackson 0.81%
7. shakira 0.73%
8. carrie underwood 0.68%
9. taylor swift 0.68%
10. celine dion 0.65%
Fast Movers
Kellogg's Special K - www.specialk.com
Rank week ending - July 24, 2010 - 4,643
Rank week ending - July 17, 2010 - 22,296
Positions jumped - 17,653
The Kellogg's Special K website moved up 70 positions in the Food and Beverage - Brands and Manufactures industry visited by U.S. Internet users (week ending July 24, 2010) to rank number 23 and number 4,643 among all websites. Of the website's total traffic, 95 percent consisted of new visitors. The top three websites visited after the Kellogg's Special K website were Facebook, Walmart and Google.
The top DMA® (Designated Marketed Areas) of visitors to the Kellogg's Special K website were from New York, NY (5.72%), Philadelphia, PA (3.22%) and Chicago, IL (2.91%). The majority of visitors to the website were female (69%), aged 18-24 years (27%) with a household income of $30-$60K (29%) and $60-$100K (29%) per year for the four weeks ending 07/24/10. Other websites with a similar demographic profile to the Kellogg's Special K website were Wizard101, Yahoo! Accounts and JobsRadar.com.
Marketing Forward
Hitwise is Marketing Forward!
There's a new energy in marketing fueled by the need to gain a more vivid and complete picture of today's multichannel consumer. As a part of Experian Marketing Services, Hitwise helps clients harness this energy to move marketing forward by leveraging consumer behavior insights to improve marketing effectiveness and empower customers to be loyal brand advocates. Through Experian Marketing Services' data, analytics and marketing technology, we deliver precise consumer profiles and superior targeting that can be applied across both traditional and digital media.
We are excited to help you market forward while continuing to increase revenue and customer loyalty for your business.
Leveraging Competitive Intelligence
Websites like Mine - Find Online Advertising Partners Based on Lifestyle Similarity
Using Hitwise Lifestyle reports allow you to grow visits from target customers by partnering with more websites that attract visitors who closely match your website's audience profile. You can also view websites that match the MOSAIC USA profile of your competitors in order to understand their existing and potential online strengths.
For example, if you are a retailer looking to increase your customer base and your competitor is Home Depot, using the Lifestyle Similarity report, you will discover that the top five websites that have the 'best fit' audience profiles to Home Depot are: MapQuest, Food Network, NexTag, Fixya.com and Biz Rate (four weeks ending July 24, 2010). Using this information, you may determine that Fixya.com offers content syndication opportunities for your website.
You can also use Lifestyle reports to reveal competitors that have a strong overlap with your audience profile. For example, Sears has an online audience profile similar to Home Depot. This insight is invaluable for gaining a competitive edge over your direct competitors.
For Hitwise clients who would like to discuss this product further, please contact Hitwise Customer Support. To learn more about Hitwise Lifestyle, view the Hitwise Lifestyle Fact Sheet.
Category Spotlight
Lifestyle - House and Garden
The House and Garden category includes all home hardware and handyman websites, plus DIY guides and anything related to gardening, building, renovation or home decorating. The data below is based on All sites - Weekly rankings for the week ending 07/24/2010 - Ranks by 'Visits.'
Most Popular Websites in Lifestyle - House and Garden ranked by Visits - Week ending 07/24/10
Rank Website
1. ServiceMagic
2. MSN Real Estate
3. IKEA
4. Home & Garden Television
5. Better Homes and Gardens
6. Martha Stewart
7. DoItYourself.com
8. GardenWeb
9. Real Simple Magazine
10. ShelterPop
Local Competitiveness Index
97.7%
of traffic to this category was directed at domestic sites.
Top 10 Upstream Industries
Rank Industries Upstream Clicks
1. Computers and Internet 62.78%
2. Search Engines (Computers and Internet) 43.62%
3. Shopping and Classifieds 8.39%
4. Portal Frontpages (Computers and Internet) 8.37%
5. Lifestyle 7.40%
6. Email Services (Computers and Internet) 6.21%
7. Business and Finance 4.77%
8. Entertainment 4.18%
9. Social Networking and Forums (Computers and Internet) 3.76%
10. News and Media 3.73%
Top 10 Downstream Industries
Rank Industries Downstream Clicks
1. Computers and Internet 19.13%
2. Shopping and Classifieds 17.14%
3. Lifestyle 13.41%
4. Business and Finance 9.57%
5. House and Garden (Lifestyle) 6.98%
6. Search Engines (Computers and Internet) 6.85%
7. News and Media 6.79%
8. Entertainment 6.65%
9. House and Garden (Shopping and Classifieds) 6.57%
10. Social Networking and Forums (Computers and Internet) 5.99%
Hitwise Intelligence Blogs
Back to School Searches Growing
The summer is only half over, but search queries including 'Back to School' are on the rise and the share of variations have increased 28% for the week ending July 17, 2010 year-over-year. Over the past 2 years, the peak of the Back to School searches has occurred in mid-August - the week ending August 18, 2008 and the week ending August 22, 2009.
The top variations of Back to School related searches were around content - looking for ideas & quotes and shopping - sales, supplies and lists. In August last year, the top search variation was for back to school activities and searches for bulletin boards were also popular. Not surprisingly, shopping related terms were more competitive in terms of paid search with 63% of clicks for 'back to school supplies' coming from paid search and 70% for 'back to school shopping list.'
Showing posts with label Hitwise. Show all posts
Showing posts with label Hitwise. Show all posts
Friday, July 30, 2010
Saturday, June 05, 2010
Gasta Tech Update: Hitwise North America Newsletter
Gasta Hitwise North America Newsletter - June, 2010
Feature Article
Google Share of Searches at 71 Percent for April 2010
Experian Hitwise announced that Google accounted for 71.40 percent of all U.S. searches conducted in the four weeks ending May 1, 2010. Yahoo! Search, Bing and Ask received 14.96 percent, 9.43 percent and 2.18 percent, respectively. The remaining 78 search engines in the Hitwise Search Engine Analysis Tool accounted for 2.03 percent of U.S. searches.
Longer search queries, averaging searches of five to more than eight words in length, were flat between March 2010 and April 2010. The same time period showed that shorter search queries - those averaging one to four words long - also were flat from month to month. Two-word searches comprised the majority of searches, amounting to 23.06 percent of all queries, and increased 1 percent in April 2010.
Marketing Forward
Hitwise is Marketing Forward!
There's a new energy in marketing fueled by the need to gain a more vivid and complete picture of today's multichannel consumer. As a part of Experian Marketing Services, Hitwise helps clients harness this energy to move marketing forward by leveraging consumer behavior insights to improve marketing effectiveness and empower customers to be loyal brand advocates.
We are excited to help you market forward while continuing to increase revenue and customer loyalty for your business. Learn more.
Search Terms Analysis
Fast Moving Search Terms to Travel
Hitwise Search Intelligence™ data reveals the top fast moving search terms for the Travel industry. The results are ranked by largest increase for the week ending May 15, 2010 versus the week ending April 17, 2010.
Fast Moving Search Terms for Travel Industry for the week ending 05/15/10 versus 04/17/10
Rank Search Term
1. jetblue 10 dollar flights
2. jacksonville nc hotels
3. greyhound bus station locations
4. vacation packages to las vegas
5. bolt bus
6. magic kingdom ticket prices
7. discount airfare websites
8. pet friendly vacation rentals montana
9. wild waves
10. myrtlebeach.com
Fast Movers
Yves Rocher USA - www.yvesrocherusa.com
Rank week ending - May 15, 2010 - 7
Rank week ending - May 8, 2010 - 44
Positions jumped - 37
The Yves Rocher USA website moved up 37 positions in the Lifestyle - Beauty Industry visited by U.S. Internet users (week ending May 15, 2010) to rank number 4 and number 3,339 among all websites. Of the website's total traffic, 53 percent consisted of returning visitors. The top three websites visited after the Yves Rocher USA website were My Points, secureorder.yvesrocherusa.com and T.G.I Friday's.
The top DMA® (Designated Marketed Areas) of visitors to the Yves Rocher USA website were from New York, NY (5.76%), Los Angeles, CA (4.15%) and Boston, MA (2.62%). The majority of visitors to the website were female (78%), aged 25-34 years (26%) with a household income of $30-$60K per year (35%) for the four weeks ending 05/15/10. Other websites with a similar demographic profile to the Yves Rocher USA website were BettyCrocker.com, QualityHealth.com and yourAVON.com.
Leveraging Competitive Intelligence
Understanding Competitors' Advertising Strategies by Comparing to Your Audience
By using Hitwise Demographics and Lifestyle tools, you can identify the differences between your website's audience and your competitors, industries and overall online population. For example, if you are IngDirect.com and your competitor is Etrade.com, by conducting an audience 'Compare With' report you will compare the key differences between two websites. In the chart below, you can see how ING Direct's audience profile differs from E* Financial by age. The representation index is highest for the 25-34 age brackets, where IngDirect.com attracts 14.17% more of the audience than Etrade.com with a share of 26% for the four weeks ending 05/15/2010. This insight is invaluable for gaining a competitive edge over your direct competitors.
For Hitwise clients who would like to discuss this product further, please contact Hitwise Customer Support. To learn more about Hitwise Demographics, view the Hitwise Demographics Product Fact Sheet.
Category Spotlight
Entertainment - Television
Any sites related to TV are listed in this category, including the official websites of TV shows, television stations, ratings guides, program TV production companies and cable information. The data below is based on All sites - Weekly rankings for the week ending 05/15/2010 - Ranks by 'Visits.'
Entertainment - Television - All sites - Weekly rankings for the week ending 05/15/10 - Ranks by 'Visits'
Rank Website
1. The Weather Channel - US
2. MSNBC
3. CNN.com
4. ESPN
5. Hulu
6. Fox News
7. FOX Sports on MSN
8. ABC
9. Yahoo! TV
10. QVC.com
Local Competitiveness Index
97.5%
of traffic to this category was directed at domestic sites.
Top 10 Upstream Industries
Rank Industries Upstream Clicks
1. Computers and Internet 57.83%
2. Search Engines (Computers and Internet) 23.42%
3. Entertainment 17.54%
4. Portal Frontpages (Computers and Internet) 17.15%
5. News and Media 11.59%
6. Social Networking and Forums (Computers and Internet) 10.87%
7. Television (Entertainment) 10.59%
8. Email Services (Computers and Internet) 5.24%
9. Sports 4.55%
10. Broadcast Media (News and Media) 4.25%
Top 10 Downstream Industries
Rank Industries Downstream Clicks
1. Computers and Internet 28.28%
2. Entertainment 25.02%
3. News and Media 17.13%
4. Television (Entertainment) 13.99%
5. Sports 11.83%
6. Social Networking and Forums (Computers and Internet) 10.84%
7. Broadcast Media (News and Media) 8.44%
8. Search Engines (Computers and Internet) 8.14%
9. Lifestyle 6.53%
10. Business and Finance 6.22%
Online Segmentation Snapshot
The Most Popular Real Estate Websites for Hispanic Women
Using Hitwise Lifestyle, which incorporates MOSAIC USA, a leading household segmentation system, you can identify the most popular sites in an industry that attract a specific segment. For example, the top three websites in the Business and Finance - Real Estate category that attracted the largest volume of Hispanic women in the "Nuevo Hispanic Families" segment were Neighborhood Assistance Corporation of America (NACA), MRMLS Central Site and Movoto, Inc for the four weeks ending 05/15/10.
The Nuevo Hispanic Families Type consists of young Hispanic family households living in working-class neighborhoods, and they are generally under 45 years old. They earn lower-middle incomes from jobs as food service workers, retail clerks and construction laborers. As a family, they are frequent shoppers who like to browse stores patronizing retailers that sell athletic attire, such as, Finish Line, Nike and Footlocker. What Nuevo Hispanic Families may lack in money, they more than make up in their passion for various media. They love to watch network and cable television, especially family-friendly fare including Nickelodeon, Disney and Cartoon Network. Lifestyle data is available on over 30,000 websites.
To learn more about Hitwise Lifestyle, contact Hitwise.
Top Business and Finance - Real Estate Websites visited by Hispanic Females for the four weeks ending 05/15/10
Rank Site Domain Gender % Mosaic USA Type %
1. Neighborhood Assistance Corporation of America (NACA) www.naca.com 56.14% 5.15%
2. MRMLS Central Site www.imrmls.com 46.64% 4.96%
3. Movoto, Inc www.movoto.com 45.28% 4.57%
4. Westfield Shopping Centres - United States www.westfield.com 49.57% 3.79%
5. RoomMates.com www.roommates.com 52.05% 3.50%
Hitwise Intelligence Blogs
Canadian Searches for Loans and Credit Cards See Gains
June 2, 2010 - Heather Hopkins
Canadian internet searches for loans and credit cards showed gains year over year in the first quarter of 2010, reflecting the financial strain felt by consumers. Year over year, searches for loans increased 19.2% to the first quarter of 2010. Searches for loans showed a quarterly increase (comparing Q4 2009 and Q1 2010) of 42.5% likely a result of consumers searching for post-holiday shopping financial assistance.
This analysis was assembled for the Experian Insight Index that we recently published in the US, identifying key internet search trends against today's economic backdrop. I posted the first set of findings from the Canadian market a couple of weeks ago.
Media queries at Hitwise
If you are interested in using Hitwise content and statistics in publications and presentations, we encourage you to do so. Please source the content as "Hitwise North America - www.hitwise.com/us".
Additionally - if you require assistance with statistics or content, please feel free to contact Matt Tatham at press@hitwise.com.
About this Newsletter
This monthly e-mail Newsletter is designed to provide Hitwise subscribers with analysis of new developments, industry trends and competitive activity. The powerful real-time web intelligence capabilities of Hitwise and a continual flow of additional research findings make this an indispensable business resource.
Feature Article
Google Share of Searches at 71 Percent for April 2010
Experian Hitwise announced that Google accounted for 71.40 percent of all U.S. searches conducted in the four weeks ending May 1, 2010. Yahoo! Search, Bing and Ask received 14.96 percent, 9.43 percent and 2.18 percent, respectively. The remaining 78 search engines in the Hitwise Search Engine Analysis Tool accounted for 2.03 percent of U.S. searches.
Longer search queries, averaging searches of five to more than eight words in length, were flat between March 2010 and April 2010. The same time period showed that shorter search queries - those averaging one to four words long - also were flat from month to month. Two-word searches comprised the majority of searches, amounting to 23.06 percent of all queries, and increased 1 percent in April 2010.
Marketing Forward
Hitwise is Marketing Forward!
There's a new energy in marketing fueled by the need to gain a more vivid and complete picture of today's multichannel consumer. As a part of Experian Marketing Services, Hitwise helps clients harness this energy to move marketing forward by leveraging consumer behavior insights to improve marketing effectiveness and empower customers to be loyal brand advocates.
We are excited to help you market forward while continuing to increase revenue and customer loyalty for your business. Learn more.
Search Terms Analysis
Fast Moving Search Terms to Travel
Hitwise Search Intelligence™ data reveals the top fast moving search terms for the Travel industry. The results are ranked by largest increase for the week ending May 15, 2010 versus the week ending April 17, 2010.
Fast Moving Search Terms for Travel Industry for the week ending 05/15/10 versus 04/17/10
Rank Search Term
1. jetblue 10 dollar flights
2. jacksonville nc hotels
3. greyhound bus station locations
4. vacation packages to las vegas
5. bolt bus
6. magic kingdom ticket prices
7. discount airfare websites
8. pet friendly vacation rentals montana
9. wild waves
10. myrtlebeach.com
Fast Movers
Yves Rocher USA - www.yvesrocherusa.com
Rank week ending - May 15, 2010 - 7
Rank week ending - May 8, 2010 - 44
Positions jumped - 37
The Yves Rocher USA website moved up 37 positions in the Lifestyle - Beauty Industry visited by U.S. Internet users (week ending May 15, 2010) to rank number 4 and number 3,339 among all websites. Of the website's total traffic, 53 percent consisted of returning visitors. The top three websites visited after the Yves Rocher USA website were My Points, secureorder.yvesrocherusa.com and T.G.I Friday's.
The top DMA® (Designated Marketed Areas) of visitors to the Yves Rocher USA website were from New York, NY (5.76%), Los Angeles, CA (4.15%) and Boston, MA (2.62%). The majority of visitors to the website were female (78%), aged 25-34 years (26%) with a household income of $30-$60K per year (35%) for the four weeks ending 05/15/10. Other websites with a similar demographic profile to the Yves Rocher USA website were BettyCrocker.com, QualityHealth.com and yourAVON.com.
Leveraging Competitive Intelligence
Understanding Competitors' Advertising Strategies by Comparing to Your Audience
By using Hitwise Demographics and Lifestyle tools, you can identify the differences between your website's audience and your competitors, industries and overall online population. For example, if you are IngDirect.com and your competitor is Etrade.com, by conducting an audience 'Compare With' report you will compare the key differences between two websites. In the chart below, you can see how ING Direct's audience profile differs from E* Financial by age. The representation index is highest for the 25-34 age brackets, where IngDirect.com attracts 14.17% more of the audience than Etrade.com with a share of 26% for the four weeks ending 05/15/2010. This insight is invaluable for gaining a competitive edge over your direct competitors.
For Hitwise clients who would like to discuss this product further, please contact Hitwise Customer Support. To learn more about Hitwise Demographics, view the Hitwise Demographics Product Fact Sheet.
Category Spotlight
Entertainment - Television
Any sites related to TV are listed in this category, including the official websites of TV shows, television stations, ratings guides, program TV production companies and cable information. The data below is based on All sites - Weekly rankings for the week ending 05/15/2010 - Ranks by 'Visits.'
Entertainment - Television - All sites - Weekly rankings for the week ending 05/15/10 - Ranks by 'Visits'
Rank Website
1. The Weather Channel - US
2. MSNBC
3. CNN.com
4. ESPN
5. Hulu
6. Fox News
7. FOX Sports on MSN
8. ABC
9. Yahoo! TV
10. QVC.com
Local Competitiveness Index
97.5%
of traffic to this category was directed at domestic sites.
Top 10 Upstream Industries
Rank Industries Upstream Clicks
1. Computers and Internet 57.83%
2. Search Engines (Computers and Internet) 23.42%
3. Entertainment 17.54%
4. Portal Frontpages (Computers and Internet) 17.15%
5. News and Media 11.59%
6. Social Networking and Forums (Computers and Internet) 10.87%
7. Television (Entertainment) 10.59%
8. Email Services (Computers and Internet) 5.24%
9. Sports 4.55%
10. Broadcast Media (News and Media) 4.25%
Top 10 Downstream Industries
Rank Industries Downstream Clicks
1. Computers and Internet 28.28%
2. Entertainment 25.02%
3. News and Media 17.13%
4. Television (Entertainment) 13.99%
5. Sports 11.83%
6. Social Networking and Forums (Computers and Internet) 10.84%
7. Broadcast Media (News and Media) 8.44%
8. Search Engines (Computers and Internet) 8.14%
9. Lifestyle 6.53%
10. Business and Finance 6.22%
Online Segmentation Snapshot
The Most Popular Real Estate Websites for Hispanic Women
Using Hitwise Lifestyle, which incorporates MOSAIC USA, a leading household segmentation system, you can identify the most popular sites in an industry that attract a specific segment. For example, the top three websites in the Business and Finance - Real Estate category that attracted the largest volume of Hispanic women in the "Nuevo Hispanic Families" segment were Neighborhood Assistance Corporation of America (NACA), MRMLS Central Site and Movoto, Inc for the four weeks ending 05/15/10.
The Nuevo Hispanic Families Type consists of young Hispanic family households living in working-class neighborhoods, and they are generally under 45 years old. They earn lower-middle incomes from jobs as food service workers, retail clerks and construction laborers. As a family, they are frequent shoppers who like to browse stores patronizing retailers that sell athletic attire, such as, Finish Line, Nike and Footlocker. What Nuevo Hispanic Families may lack in money, they more than make up in their passion for various media. They love to watch network and cable television, especially family-friendly fare including Nickelodeon, Disney and Cartoon Network. Lifestyle data is available on over 30,000 websites.
To learn more about Hitwise Lifestyle, contact Hitwise.
Top Business and Finance - Real Estate Websites visited by Hispanic Females for the four weeks ending 05/15/10
Rank Site Domain Gender % Mosaic USA Type %
1. Neighborhood Assistance Corporation of America (NACA) www.naca.com 56.14% 5.15%
2. MRMLS Central Site www.imrmls.com 46.64% 4.96%
3. Movoto, Inc www.movoto.com 45.28% 4.57%
4. Westfield Shopping Centres - United States www.westfield.com 49.57% 3.79%
5. RoomMates.com www.roommates.com 52.05% 3.50%
Hitwise Intelligence Blogs
Canadian Searches for Loans and Credit Cards See Gains
June 2, 2010 - Heather Hopkins
Canadian internet searches for loans and credit cards showed gains year over year in the first quarter of 2010, reflecting the financial strain felt by consumers. Year over year, searches for loans increased 19.2% to the first quarter of 2010. Searches for loans showed a quarterly increase (comparing Q4 2009 and Q1 2010) of 42.5% likely a result of consumers searching for post-holiday shopping financial assistance.
This analysis was assembled for the Experian Insight Index that we recently published in the US, identifying key internet search trends against today's economic backdrop. I posted the first set of findings from the Canadian market a couple of weeks ago.
Media queries at Hitwise
If you are interested in using Hitwise content and statistics in publications and presentations, we encourage you to do so. Please source the content as "Hitwise North America - www.hitwise.com/us".
Additionally - if you require assistance with statistics or content, please feel free to contact Matt Tatham at press@hitwise.com.
About this Newsletter
This monthly e-mail Newsletter is designed to provide Hitwise subscribers with analysis of new developments, industry trends and competitive activity. The powerful real-time web intelligence capabilities of Hitwise and a continual flow of additional research findings make this an indispensable business resource.
Friday, April 30, 2010
Gasta Tech Update : Hitwise UK
Hitwise News on Gasta Search Network
Feature Article
Volcanic Ash Cloud - online travel impact
During the week ending 17/04/2010 UK Internet users searched for over 10,000 different terms containing the word 'volcano', up from less than 1,000 the week prior. The reason for this surge was the volcanic eruption in Iceland that caused travel chaos across Northern Europe. UK Internet visits to Aviation websites (a category which includes both airline and airport homepages) increased by 45% for the same week. Interestingly, however, there wasn't a noticeable spike in visits to Weather websites.
The top non-aviation fast moving travel search term was 'eurostar', and UK Internet visits to Eurostar.com increased by 67% last week. In France, traffic increased by 22%. The other two transport areas to benefit from the flight cancellations were ferry companies (traffic to the industry was up 59% last week) and car hire provides (up 9%).
Read the full article.
Fast Movers
About my vote - www.aboutmyvote.co.uk
Position for the w/e 03/04/2010: #1118
Position for the w/e 10/04/2010: #303
Positions jumped: 815
Following the announcement that the General Election will take place on May 6, UK Internet searches for the term 'register to vote' increased 9-fold between the week ending April 3 and April 10.
The biggest recipient of UK Internet traffic from searches for 'register to vote' for the w/e 10/04/10 was Aboutmyvote.co.uk, the official voter registration website. As a result, UK Internet visits to the site increased by 252%. Over the same period, About My Vote received traffic from a wide range of vote-related search terms, with 28% of its search traffic coming via paid or sponsored links on the major search engines.
Read the full article.
News In Brief
Leadership debate winners: Lib Dems, Sky News, ITV and Twitter
After grabbing a lot of media attention, the consensus view after the leadership debate is that Nick Clegg came out on top, and UK searches for the Liberal Democrat leader increased 7-fold (with nearly 1200 distinct search terms containing the phrase 'nick clegg'), overtaking David Cameron and Gordon Brown for the w/e 17/04/10. The 'Nick Clegg Effect' also had a positive impact on visits to the Liberal Democrats' homepage, with share of visits increasing from 26.2% to 31.2%.
Also benefitting from the event were Politics sites (3.6% increase in visits on April 16) and News and Media Sites with a 12.7% increase. BBC News and the BBC homepage maintained the top two spots, but the big winners were Sky News (visits up 76.9% April 18) and ITV (up 58.7%). Visits to Twitter also increased to a new high on April 16, becoming the 23rd most visited website in the UK.
Read the full article.
BBQ searches take off as the sunshine comes out
After a cold winter, it's no surprise that Brits have been anticipating the summer for a number of weeks now. Looking at the volume of searches for the terms 'bbq', 'bbqs' and 'barbeques'" all of which started to increase at the end of February, 'bbq' is the most popular keyword and attracts significantly more variations than the other terms. For the 4 weeks ending April 3, the top 10 (of almost 3,500) search terms containing 'bbq' were:
1. bbq (4.1% of all searches containing 'bbq')
2. weber bbq (3.1%)
3. gas bbq (2.2%)
4. outback bbq (1.5%)
5. webber bbq (1.1%)
6. cobb bbq (1.1%)
7. charcoal bbq (0.9%)
8. cadac bbq (0.9%)
9. gas bbq sale (0.9%)
10. weber bbq uk (0.9%)
Read the full article.
Promotion
Hot Consumer Electronics List
For the week ending 10th April 2010
Searches for Garden Equipment (3% of all product searches) were 49% up on the previous week. Whilst garden furniture, the most searched for garden product with 16.9% of all garden equipment searches, has seen less searches than the previous weeks peak, lawn mowers have seen a 48.9% increase in searches, with 12.6% of all garden searches. Flymo, Black & Decker and Bosch were the top three most searched for garden equipment brands.
Want to find out more?
The Hot Consumer Electronics List is a dynamic Excel-based report which leverages Hitwise's weekly search term data to produce an on-the-pulse view of the Consumer Electronics sector in the UK. Email marketing.uk@hitwise.com to find out how the Hot Consumer Electronics List helps marketers maximise PPC investment, assess and adjust search strategy to increase profits, maximise content appeal, effectively manage supply chains and improve campaign scheduling.
Upcoming Events
Luxury Interactive Global Conference
Luxury Interactive Global Conference
The Waldorf Hilton, London, May 18, 2010 - May 19, 2010
Visit the Experian Hitwise booth and join Robin Goad, Research Director - Experian Hitwise UK, during the Luxury Innovation Spotlight on Tuesday 18th May at 11:55 as he speaks about utilizing competitive intelligence to drive your luxury business.
Register here to receive a 25% discount.
Omniture Summit
The Hilton London Metropole, London, May 20, 2010 - May 21, 2010
Join Experian CheetahMail and Hitwise at this year's Omniture Summit. With the explosion of social media, video and mobile content, as well as ad dollars shifting online, today's marketers are faced with a great challenge: harnessing digital content to engage and acquire customers. At Summit EMEA 2010, learn how to create, measure and optimise digital experiences to revolutionise how the world will engage with ideas and information in the coming decade. Experience 2 jam-packed days of training and education from Omniture experts, customers and industry luminaries.
If you are interested in using Hitwise content and statistics in publications and presentations, we encourage you to do so. Please source the content as "Hitwise United Kingdom - www.hitwise.com/uk".
Feature Article
Volcanic Ash Cloud - online travel impact
During the week ending 17/04/2010 UK Internet users searched for over 10,000 different terms containing the word 'volcano', up from less than 1,000 the week prior. The reason for this surge was the volcanic eruption in Iceland that caused travel chaos across Northern Europe. UK Internet visits to Aviation websites (a category which includes both airline and airport homepages) increased by 45% for the same week. Interestingly, however, there wasn't a noticeable spike in visits to Weather websites.
The top non-aviation fast moving travel search term was 'eurostar', and UK Internet visits to Eurostar.com increased by 67% last week. In France, traffic increased by 22%. The other two transport areas to benefit from the flight cancellations were ferry companies (traffic to the industry was up 59% last week) and car hire provides (up 9%).
Read the full article.
Fast Movers
About my vote - www.aboutmyvote.co.uk
Position for the w/e 03/04/2010: #1118
Position for the w/e 10/04/2010: #303
Positions jumped: 815
Following the announcement that the General Election will take place on May 6, UK Internet searches for the term 'register to vote' increased 9-fold between the week ending April 3 and April 10.
The biggest recipient of UK Internet traffic from searches for 'register to vote' for the w/e 10/04/10 was Aboutmyvote.co.uk, the official voter registration website. As a result, UK Internet visits to the site increased by 252%. Over the same period, About My Vote received traffic from a wide range of vote-related search terms, with 28% of its search traffic coming via paid or sponsored links on the major search engines.
Read the full article.
News In Brief
Leadership debate winners: Lib Dems, Sky News, ITV and Twitter
After grabbing a lot of media attention, the consensus view after the leadership debate is that Nick Clegg came out on top, and UK searches for the Liberal Democrat leader increased 7-fold (with nearly 1200 distinct search terms containing the phrase 'nick clegg'), overtaking David Cameron and Gordon Brown for the w/e 17/04/10. The 'Nick Clegg Effect' also had a positive impact on visits to the Liberal Democrats' homepage, with share of visits increasing from 26.2% to 31.2%.
Also benefitting from the event were Politics sites (3.6% increase in visits on April 16) and News and Media Sites with a 12.7% increase. BBC News and the BBC homepage maintained the top two spots, but the big winners were Sky News (visits up 76.9% April 18) and ITV (up 58.7%). Visits to Twitter also increased to a new high on April 16, becoming the 23rd most visited website in the UK.
Read the full article.
BBQ searches take off as the sunshine comes out
After a cold winter, it's no surprise that Brits have been anticipating the summer for a number of weeks now. Looking at the volume of searches for the terms 'bbq', 'bbqs' and 'barbeques'" all of which started to increase at the end of February, 'bbq' is the most popular keyword and attracts significantly more variations than the other terms. For the 4 weeks ending April 3, the top 10 (of almost 3,500) search terms containing 'bbq' were:
1. bbq (4.1% of all searches containing 'bbq')
2. weber bbq (3.1%)
3. gas bbq (2.2%)
4. outback bbq (1.5%)
5. webber bbq (1.1%)
6. cobb bbq (1.1%)
7. charcoal bbq (0.9%)
8. cadac bbq (0.9%)
9. gas bbq sale (0.9%)
10. weber bbq uk (0.9%)
Read the full article.
Promotion
Hot Consumer Electronics List
For the week ending 10th April 2010
Searches for Garden Equipment (3% of all product searches) were 49% up on the previous week. Whilst garden furniture, the most searched for garden product with 16.9% of all garden equipment searches, has seen less searches than the previous weeks peak, lawn mowers have seen a 48.9% increase in searches, with 12.6% of all garden searches. Flymo, Black & Decker and Bosch were the top three most searched for garden equipment brands.
Want to find out more?
The Hot Consumer Electronics List is a dynamic Excel-based report which leverages Hitwise's weekly search term data to produce an on-the-pulse view of the Consumer Electronics sector in the UK. Email marketing.uk@hitwise.com to find out how the Hot Consumer Electronics List helps marketers maximise PPC investment, assess and adjust search strategy to increase profits, maximise content appeal, effectively manage supply chains and improve campaign scheduling.
Upcoming Events
Luxury Interactive Global Conference
Luxury Interactive Global Conference
The Waldorf Hilton, London, May 18, 2010 - May 19, 2010
Visit the Experian Hitwise booth and join Robin Goad, Research Director - Experian Hitwise UK, during the Luxury Innovation Spotlight on Tuesday 18th May at 11:55 as he speaks about utilizing competitive intelligence to drive your luxury business.
Register here to receive a 25% discount.
Omniture Summit
The Hilton London Metropole, London, May 20, 2010 - May 21, 2010
Join Experian CheetahMail and Hitwise at this year's Omniture Summit. With the explosion of social media, video and mobile content, as well as ad dollars shifting online, today's marketers are faced with a great challenge: harnessing digital content to engage and acquire customers. At Summit EMEA 2010, learn how to create, measure and optimise digital experiences to revolutionise how the world will engage with ideas and information in the coming decade. Experience 2 jam-packed days of training and education from Omniture experts, customers and industry luminaries.
If you are interested in using Hitwise content and statistics in publications and presentations, we encourage you to do so. Please source the content as "Hitwise United Kingdom - www.hitwise.com/uk".
Thursday, April 22, 2010
Gasta Keywords
HitWise North America Newsletter - April, 2010
Search Terms Analysis
'volcano'
Hitwise Search Intelligence™ data reveals the top websites from the complete list of websites that received traffic from the search term 'volcano'. The results are ordered based on the volume of traffic for the week ending April 17, 2010.
Most popular websites that received traffic from ‘volcano' for the week ending 04/17/10
Rank Website Domain Share
1. Wikipedia www.wikipedia.org 9.20%
2. USA Today www.usatoday.com 6.98%
3. YouTube www.youtube.com 6.44%
4. BBC News news.bbc.co.uk 5.64%
5. The New York Times www.nytimes.com 3.84%
6. Yahoo! News news.yahoo.com 3.26%
7. msn www.msn.com 3.20%
8. Guardian.co.uk www.guardian.co.uk 3.12%
Fast Movers
TaxExtensions.com - www.taxextensions.com
Rank week ending - April 17, 2010 - 1,560
Rank week ending - April 10, 2010 - 27,128
Positions jumped - 25,568
The TaxExtensions.com website moved up 25,568 positions among all websites visited by U.S. Internet users (week ending April 17, 2010) to rank number 1,560 overall and number 9 in the Accountancy industry. Of the website's total traffic, 95.5 percent consisted of new visitors. The top three websites visited after the TaxExtensions.com website were Internal Revenue Service , Google and TurboTax .
The top DMA® (Designated Marketed Areas) of visitors to the TaxExtensions.com website were from Dallas - Ft.Worth, TX (4.34%), New York, NY (3.84%) and Los Angeles, CA (3.38%). The majority of visitors to the website were female (62%), aged 55+ years (29%) with a household income of $30-$60K per year (36%) for the four weeks ending 04/17/10. Other websites with a similar demographic profile to the TaxExtensions.com website were My Life, Intelius and Home McAfee .
Leveraging Competitive Intelligence
Closing the Gap - Understanding Competitors' Search Marketing Strategies with Gap Analysis
By using Hitwise Search Intelligence™ 'Compare With' Reports, you can identify the search terms that are missing from your search campaigns and working for your competitors. For example, if you are Orbitz.com and one of your competitors is Priceline.com, by conducting a search terms 'Compare With' report you will discover keywords that are currently driving more traffic to Priceline.com than Orbitz. In the chart below, you can see the top search terms, not including the Priceline brand, that drive more traffic to Priceline.com than Orbitz.com are 'hotels.com,' 'cheap hotels,' 'hotels,' 'hotel' and 'enterprise car rental' for the four weeks ending 04/17/10. This insight is invaluable for gaining a competitive edge over your direct competitors.
For Hitwise clients who would like to discuss this product further, please contact Hitwise Customer Support, or visit the Hitwise University and download the Hitwise Search Intelligence™ Product Fact Sheet
To learn more about Hitwise data and Search Terms Gap Analysis, view the Hitwise Search Intelligence™ Product Fact Sheet.
Search Terms driving traffic to Priceline.com - 4 weeks ending 04/17/10, compared with Search Terms driving traffic to Orbitz
Rank Search Terms Clicks Priceline.com Clicks Orbitz Difference
1. priceline 23.76% <0.046% 23.76%
2. priceline.com hotels 2.67% <0.046% 2.67%
3. hotels.com 1.18% 0.05% 1.13%
4. cheap hotels 1.01% 0.34% 0.67%
5. price line 0.56% <0.046% 0.56%
6. hotels 0.46% 0.18% 0.27%
7. hotel 0.20% <0.046% 0.20%
8. enterprise car rental 0.16% <0.046% 0.16%
9. budget car rental 0.15% <0.046% 0.15%
10. cheaphotels.com 0.15% <0.046% 0.15%
Category Spotlight
Travel - Agencies
This category contains websites that provide third-party bookings for travel services, such as package holidays, flights, and tours. The category also includes the websites of offline travel agencies and tour operators, as well as publishers of travel deals and travel price comparison sites. It does not include sites which focus exclusively on accommodation bookings. The data below is based on All sites - Weekly rankings for the week ending 04/17/2010 - Ranks by 'Visits.'
Travel - Agencies - All sites - Weekly rankings for the week ending 04/17/10 - Ranks by 'Visits'
Rank Website
1. Expedia
2. priceline.com
3. Travelocity
4. Orbitz
5. Yahoo! Travel
6. Hotwire
7. bookingbuddy
8. CheapOair.com
9. Bing Travel
10. Lowfares.com
Local Competitiveness Index
97.9%
of traffic to this category was directed at domestic sites.
Top 10 Upstream Industries
Rank Industries Upstream Clicks
1. Computers and Internet 42.30%
2. Travel 40.98%
3. Agencies (Travel) 26.67%
4. Search Engines (Computers and Internet) 23.78%
5. Email Services (Computers and Internet) 6.88%
6. Destinations and Accommodation (Travel) 6.80%
7. Transport (Travel) 6.49%
8. Portal Frontpages (Computers and Internet) 6.49%
9. Social Networking and Forums (Computers and Internet) 4.44%
10. Aviation 3.56%
Top 10 Downstream Industries
Rank Industries Downstream Clicks
1. Travel 60.58%
2. Agencies (Travel) 39.43%
3. Computers and Internet 16.13%
4. Transport (Travel) 9.76%
5. Destinations and Accommodation (Travel) 8.44%
6. Aviation 6.89%
7. Commercial Airlines (Aviation) 6.79%
8. Search Engines (Computers and Internet) 6.07%
9. Social Networking and Forums (Computers and Internet) 4.57%
10. Business and Finance 3.90%
The economic downturn in the US had a strong impact upon consumers and resulted in a decline in discretionary spending for nearly two years. However in March, retailers started to report increased sales, signaling that consumer confidence may be increasing and shoppers are willing to start making purchases again. One sector that was among the hardest hit during the downturn was the luxury space, but recently retailers like Nordstrom, Saks and Bergdorf Goodman are also reporting higher year-over-year sales.
Online traffic patterns are reflecting the same behavior, visits to a custom category of Designer & Luxury Retailers increased 28% for the week ending April 10, 2010 as compared to the same week in 2009. In comparison, one year ago, visits declined 18% for the week ending April 11, 2009 from the previous year. This trend emerged during the holiday season, where the market share of visits to Designer & Luxury Retailers started to reach the same levels of traffic as the 2007 season.
Search Terms Analysis
'volcano'
Hitwise Search Intelligence™ data reveals the top websites from the complete list of websites that received traffic from the search term 'volcano'. The results are ordered based on the volume of traffic for the week ending April 17, 2010.
Most popular websites that received traffic from ‘volcano' for the week ending 04/17/10
Rank Website Domain Share
1. Wikipedia www.wikipedia.org 9.20%
2. USA Today www.usatoday.com 6.98%
3. YouTube www.youtube.com 6.44%
4. BBC News news.bbc.co.uk 5.64%
5. The New York Times www.nytimes.com 3.84%
6. Yahoo! News news.yahoo.com 3.26%
7. msn www.msn.com 3.20%
8. Guardian.co.uk www.guardian.co.uk 3.12%
Fast Movers
TaxExtensions.com - www.taxextensions.com
Rank week ending - April 17, 2010 - 1,560
Rank week ending - April 10, 2010 - 27,128
Positions jumped - 25,568
The TaxExtensions.com website moved up 25,568 positions among all websites visited by U.S. Internet users (week ending April 17, 2010) to rank number 1,560 overall and number 9 in the Accountancy industry. Of the website's total traffic, 95.5 percent consisted of new visitors. The top three websites visited after the TaxExtensions.com website were Internal Revenue Service , Google and TurboTax .
The top DMA® (Designated Marketed Areas) of visitors to the TaxExtensions.com website were from Dallas - Ft.Worth, TX (4.34%), New York, NY (3.84%) and Los Angeles, CA (3.38%). The majority of visitors to the website were female (62%), aged 55+ years (29%) with a household income of $30-$60K per year (36%) for the four weeks ending 04/17/10. Other websites with a similar demographic profile to the TaxExtensions.com website were My Life, Intelius and Home McAfee .
Leveraging Competitive Intelligence
Closing the Gap - Understanding Competitors' Search Marketing Strategies with Gap Analysis
By using Hitwise Search Intelligence™ 'Compare With' Reports, you can identify the search terms that are missing from your search campaigns and working for your competitors. For example, if you are Orbitz.com and one of your competitors is Priceline.com, by conducting a search terms 'Compare With' report you will discover keywords that are currently driving more traffic to Priceline.com than Orbitz. In the chart below, you can see the top search terms, not including the Priceline brand, that drive more traffic to Priceline.com than Orbitz.com are 'hotels.com,' 'cheap hotels,' 'hotels,' 'hotel' and 'enterprise car rental' for the four weeks ending 04/17/10. This insight is invaluable for gaining a competitive edge over your direct competitors.
For Hitwise clients who would like to discuss this product further, please contact Hitwise Customer Support, or visit the Hitwise University and download the Hitwise Search Intelligence™ Product Fact Sheet
To learn more about Hitwise data and Search Terms Gap Analysis, view the Hitwise Search Intelligence™ Product Fact Sheet.
Search Terms driving traffic to Priceline.com - 4 weeks ending 04/17/10, compared with Search Terms driving traffic to Orbitz
Rank Search Terms Clicks Priceline.com Clicks Orbitz Difference
1. priceline 23.76% <0.046% 23.76%
2. priceline.com hotels 2.67% <0.046% 2.67%
3. hotels.com 1.18% 0.05% 1.13%
4. cheap hotels 1.01% 0.34% 0.67%
5. price line 0.56% <0.046% 0.56%
6. hotels 0.46% 0.18% 0.27%
7. hotel 0.20% <0.046% 0.20%
8. enterprise car rental 0.16% <0.046% 0.16%
9. budget car rental 0.15% <0.046% 0.15%
10. cheaphotels.com 0.15% <0.046% 0.15%
Category Spotlight
Travel - Agencies
This category contains websites that provide third-party bookings for travel services, such as package holidays, flights, and tours. The category also includes the websites of offline travel agencies and tour operators, as well as publishers of travel deals and travel price comparison sites. It does not include sites which focus exclusively on accommodation bookings. The data below is based on All sites - Weekly rankings for the week ending 04/17/2010 - Ranks by 'Visits.'
Travel - Agencies - All sites - Weekly rankings for the week ending 04/17/10 - Ranks by 'Visits'
Rank Website
1. Expedia
2. priceline.com
3. Travelocity
4. Orbitz
5. Yahoo! Travel
6. Hotwire
7. bookingbuddy
8. CheapOair.com
9. Bing Travel
10. Lowfares.com
Local Competitiveness Index
97.9%
of traffic to this category was directed at domestic sites.
Top 10 Upstream Industries
Rank Industries Upstream Clicks
1. Computers and Internet 42.30%
2. Travel 40.98%
3. Agencies (Travel) 26.67%
4. Search Engines (Computers and Internet) 23.78%
5. Email Services (Computers and Internet) 6.88%
6. Destinations and Accommodation (Travel) 6.80%
7. Transport (Travel) 6.49%
8. Portal Frontpages (Computers and Internet) 6.49%
9. Social Networking and Forums (Computers and Internet) 4.44%
10. Aviation 3.56%
Top 10 Downstream Industries
Rank Industries Downstream Clicks
1. Travel 60.58%
2. Agencies (Travel) 39.43%
3. Computers and Internet 16.13%
4. Transport (Travel) 9.76%
5. Destinations and Accommodation (Travel) 8.44%
6. Aviation 6.89%
7. Commercial Airlines (Aviation) 6.79%
8. Search Engines (Computers and Internet) 6.07%
9. Social Networking and Forums (Computers and Internet) 4.57%
10. Business and Finance 3.90%
The economic downturn in the US had a strong impact upon consumers and resulted in a decline in discretionary spending for nearly two years. However in March, retailers started to report increased sales, signaling that consumer confidence may be increasing and shoppers are willing to start making purchases again. One sector that was among the hardest hit during the downturn was the luxury space, but recently retailers like Nordstrom, Saks and Bergdorf Goodman are also reporting higher year-over-year sales.
Online traffic patterns are reflecting the same behavior, visits to a custom category of Designer & Luxury Retailers increased 28% for the week ending April 10, 2010 as compared to the same week in 2009. In comparison, one year ago, visits declined 18% for the week ending April 11, 2009 from the previous year. This trend emerged during the holiday season, where the market share of visits to Designer & Luxury Retailers started to reach the same levels of traffic as the 2007 season.
Wednesday, December 03, 2008
Gasta News:Get Drunk on Google ads this Christmas
NMA Reports
Google lifts prohibition
Google is to allow spirit brands to run search campaigns for the first time as the search engine company looks to drive slowing AdWords click rates.
The search giant will lift restrictions in the New Year, letting spirit brands run branded search campaigns tied in with overall marketing activity. However, advertisers will not be allowed to promote or incentivise actual sales.
Google is understood to want to encourage spirit brands to run search campaigns as part of a wider media buy across its portfolio of channels, including AdSense and YouTube.
Google is set to make a formal announcement in the next few days, and while the actual date of UK restrictions being lifted has not been finalised it is expected to be in the first two weeks of January.
The move is the latest by the company to boost click rates on AdWords, which former Google chief financial officer George Reyes acknowledged had slowed when revealing its Q2 results back in July.
It follows October's lifting of gambling and gaming restrictions on AdWords. Back in May, Google allowed brands to bid on rival trademark terms. The company hoped both these moves would drive up click rates.
Brands and agencies have said they will increase search spend as a result of the latest decision.
Tom Jefferies, digital marketing manager at Bacardi Global Brands, said, "To be allowed to run AdWords advertising on Google.com is a big opportunity for us, so we will be looking to put money behind it."
Charlie McGee, MD of Carat Digital, which buys media for Diageo brands including Gordon's Gin, said: "[Using search] we can amplify all of the on and offline work that's done to promote these brands."
A Google spokesman said: "We're constantly evaluating our ad policies to ensure they are up-to-date and as consistent as possible with local business practises."
Google lifts prohibition
Google is to allow spirit brands to run search campaigns for the first time as the search engine company looks to drive slowing AdWords click rates.
The search giant will lift restrictions in the New Year, letting spirit brands run branded search campaigns tied in with overall marketing activity. However, advertisers will not be allowed to promote or incentivise actual sales.
Google is understood to want to encourage spirit brands to run search campaigns as part of a wider media buy across its portfolio of channels, including AdSense and YouTube.
Google is set to make a formal announcement in the next few days, and while the actual date of UK restrictions being lifted has not been finalised it is expected to be in the first two weeks of January.
The move is the latest by the company to boost click rates on AdWords, which former Google chief financial officer George Reyes acknowledged had slowed when revealing its Q2 results back in July.
It follows October's lifting of gambling and gaming restrictions on AdWords. Back in May, Google allowed brands to bid on rival trademark terms. The company hoped both these moves would drive up click rates.
Brands and agencies have said they will increase search spend as a result of the latest decision.
Tom Jefferies, digital marketing manager at Bacardi Global Brands, said, "To be allowed to run AdWords advertising on Google.com is a big opportunity for us, so we will be looking to put money behind it."
Charlie McGee, MD of Carat Digital, which buys media for Diageo brands including Gordon's Gin, said: "[Using search] we can amplify all of the on and offline work that's done to promote these brands."
A Google spokesman said: "We're constantly evaluating our ad policies to ensure they are up-to-date and as consistent as possible with local business practises."
Thursday, November 13, 2008
Gasta Search Network:New Report Documents Insanely Long Tail Of Search
New Report Documents Insanely Long Tail Of Search
When something seemingly insignificant is able to control a more powerful entity, talk of the tail wagging the dog occasionally comes into play. But according to a new report from Hitwise, the long tail of search is capable of something more akin to launching the dog into orbit.
Dustin Woodward, a Seattle-based SEO and Web analytics expert, tried to look at the top 10000 search terms recorded by Hitwise during a three-month period. What he got was a very strange-looking graph, with data displayed in almost invisible amounts along great stretches of both axes.
"Top 10,000 Search Terms by Percentage of All Search Traffic" (Source: Hitwise)
So Woodard then examined just the top 100 terms, and this sample generated a graph more normal in appearance. He writes, "However, this is just 100 search terms out of the more than 14 million."
It turns out that, at least in this particular three-month data set, the top 100 terms accounted for just 5.7 percent of all search traffic. Expand to the top 500, 1000, and 10000 terms, and just 8.9 percent, 10.6 percent, and 18.5 percent of all search traffic is involved, respectively.
"Top 100 Search Terms by Percentage of All Search Traffic" (Source: Hitwise)
Woodard concludes, "This means if you had a monopoly over the top 1,000 search terms across all search engines (which is impossible), you'd still be missing out on 89.4% of all search traffic. There's so much traffic in the tail it is hard to even comprehend. To illustrate, if search were represented by a tiny lizard with a one-inch head, the tail of that lizard would stretch for 221 miles."
Lone bloggers, SEO professionals, and small businesses (among all other sorts of things) should be able to take comfort in this discovery. Woodard's analysis makes it look like there's plenty of traffic for everyone, without a need for cutthroat behavior and the spending of huge sums of money over the top few search terms.
A better approach might be to optimize for a lot of truly niche terms and see what happens. Be careful not to confuse increased holiday traffic for success - and also not to put your holiday income at risk in the event of failure - but some small-scale testing seems appropriate, at least.
Anyone wanting even more reasons to experiment should know that the Hitwise sample only included 10 million U.S. Internet users, adult search terms were removed by filters, and the three spotlighted months were relatively slow ones.
By Doug Caverly
When something seemingly insignificant is able to control a more powerful entity, talk of the tail wagging the dog occasionally comes into play. But according to a new report from Hitwise, the long tail of search is capable of something more akin to launching the dog into orbit.
Dustin Woodward, a Seattle-based SEO and Web analytics expert, tried to look at the top 10000 search terms recorded by Hitwise during a three-month period. What he got was a very strange-looking graph, with data displayed in almost invisible amounts along great stretches of both axes.
"Top 10,000 Search Terms by Percentage of All Search Traffic" (Source: Hitwise)
So Woodard then examined just the top 100 terms, and this sample generated a graph more normal in appearance. He writes, "However, this is just 100 search terms out of the more than 14 million."
It turns out that, at least in this particular three-month data set, the top 100 terms accounted for just 5.7 percent of all search traffic. Expand to the top 500, 1000, and 10000 terms, and just 8.9 percent, 10.6 percent, and 18.5 percent of all search traffic is involved, respectively.
"Top 100 Search Terms by Percentage of All Search Traffic" (Source: Hitwise)
Woodard concludes, "This means if you had a monopoly over the top 1,000 search terms across all search engines (which is impossible), you'd still be missing out on 89.4% of all search traffic. There's so much traffic in the tail it is hard to even comprehend. To illustrate, if search were represented by a tiny lizard with a one-inch head, the tail of that lizard would stretch for 221 miles."
Lone bloggers, SEO professionals, and small businesses (among all other sorts of things) should be able to take comfort in this discovery. Woodard's analysis makes it look like there's plenty of traffic for everyone, without a need for cutthroat behavior and the spending of huge sums of money over the top few search terms.
A better approach might be to optimize for a lot of truly niche terms and see what happens. Be careful not to confuse increased holiday traffic for success - and also not to put your holiday income at risk in the event of failure - but some small-scale testing seems appropriate, at least.
Anyone wanting even more reasons to experiment should know that the Hitwise sample only included 10 million U.S. Internet users, adult search terms were removed by filters, and the three spotlighted months were relatively slow ones.
By Doug Caverly
Subscribe to:
Posts (Atom)
Posts
