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BizReport : Search Marketing : July 22, 2011

Reports: How search remains relevant

The numbers haven't changed much over the past few years: Google remains a front runner in the search wars. But as the Internet matures, consumers are using search differently. Primarily they are looking for specific, branded items. Those changes in use are changing how advertisers use search, too.

by Kristina Knight

Data from comScore finds that Google is still fully in the lead of the search wars. Of the nearly 17 billion explicit core search queries, Google sites were responsible for 65% (10.9 billion), Yahoo sites for just under 16% (2.7 billion) and Microsoft Sites for about 14% (2.4 billion). As for total core search queries, Google accounted for 64%, Yahoo for 17.5% and Microsoft sites for 14%; there were 18 billion core searches queried in June.

Hitwise's data, for the week ending July 2, finds slight differences with Google accounted for nearly 68% of search queries, Microsoft's Bing engine accounting for 14.6% and Yahoo accounting for 13.28%.

Wordstream has researched which advertising categories are still putting their dollars into Google search. The result? The most expensive search keywords were for Insurance at $54.91 Cost Per Click (CPC), Loans ($44.28 CPC) and Mortgage with a $47.12 CPC. The top three keyword categories account for nearly 46% of the search spend globally.

In the UK, meanwhile, Google has an even bigger lead, accounting for 92% of search queries in June; Yahoo sites accounted for 2.96% of searches and Microsoft accounted for 2.88%. The biggest change in the UK is that consumers are increasingly using Google less to navigate the web. According to their data search engines have accounted for about 40% of website traffic in the past. Recently that has dipped to only about 34% of website traffic. Social networks have taken up more upstream traffic, according to the report, pushing nearly 13% of website traffic for June 2011.

Tags: comScore, Hitwise, paid search, paid search trends, search engine marketing, search engines, search marketing, Wordstream

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