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BizReport : Search Marketing : August 28, 2007


Does Yahoo Search hold the key to online spending?

SiCap Industries, a retailer of natural health remedies with a bustling online business, is crediting Yahoo's search engine with increasing their bottom line. That is because, according to the company, Yahoo searchers spend about 30% more than other consumers.

by Kristina Knight

"We haven't figured out why, but our web stats show consumers referred by Yahoo definitely spend more money on our websites, and according to data collected from our retailers, Yahoo surfers also spend more money in the stores that carry our products," said Wayne Perry, president of SiCap Industries. Perry went on to say that this isn't a recent change; SiCap's web stats indicate that Yahoo searchers have been spending more with them for about three years.

Why do Yahoo searchers spend more? That question is probably different from consumer to consumer, but Perry has his own theory: that Google searchers are primarily kids looking for free stuff while Yahoo's search base is adults actually interested in purchasing products.

Though known as being second to Google is most search categories, this information could help Yahoo turn the corner with advertisers. If consumers who search with Yahoo are, in fact, spending more online then it would make sense for more advertisers to invest in Yahoo's search platform.

Tags: Google, search engines, search marketing, Yahoo










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  • That has always been the case for my Adsense supported sites, on a wide range of topics, but mostly for English-language content. But since Yahoo's ranking fluctuates a lot more than Google's, ad revenues can shift from feast to famine just because of changes to the relatively small volume coming from Yahoo. Interestingly, my sites do particularly well on Yahoo with 2-word phrases. The sign of a more sophisticated user, or one closer to a purchase decision? Maybe.

    Microsoft's search engine also has more spenders for us, but the keywords for which the sites do well don't seem to follow a clear pattern.



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