How well do you know the U.S. search market in terms of search engine marketing? Remember, search engine marketing refers to the paid ads that businesses sponsor on the search engines, including Google, Yahoo and Bing. Here is a visual of what search engine marketing looks like:
Experian Hitwise’s research from August 2011 indicated the following information:
- Google accounted for 65% of all U.S. searches performed in the four weeks ending August 27th, 2011.
- Bing-powered search made up about 29% of searches for the month of August 2011. (Yahoo! Search and Bing received close to 16% and 13%).
- The remaining 64 search engines accounted for roughly 6% of U.S. searches (Crum).
These numbers reveal just how fierce the competition is in the U.S. search market. If your company invests in search engine marketing, then you probably better understand where your money goes to: Google and Yahoo/Bing. Very little of your search traffic will come from the other search engines, who make up a very small percentage of search.
In addition, Experian Hitwise found from their study that consumers are searching online with long tail keywords. Overall, long tail keywords “averaging five to eight words or more, increased by 3% month-to-month” (Crum). An example of long tail keywords could be, “corporate lawyers located in Bethesda MD.” Long tail keywords compared to short tail keywords (ex: “corporate lawyers”) signify a higher level of intent. From my long tail keywords above, you can assume that I am specifically looking for a corporate lawyer in a particular city and state, in this case, Bethesda, MD.
How close were your estimates of the U.S. search market share? When you search online, do you typically use short tail or long tail keywords? Which search engine do you use most often? Share your thoughts in a comment!
About Alan Moore: Alan is an Internet Marketing Consultant with ReachLocal Baltimore. His mission is to help you increase your revenues and decrease unproductive advertising expenses through proven, online marketing strategies. He manages over $1.2 million in yearly marketing budgets and has worked with local businesses, agencies and the US government. Give him a call at (877)655-3438 to schedule a free consultation.
Want more statistics? Go to http://www.webpronews.com/us-search-market-google-down-bing-and-yahoo-up-2011-09