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/// Posted by Alexandre Brabant on Tuesday, October 09, 2007
Search Marketing Dominates Online Marketing Reach
I just got another search marketing study today. This one was coming from SEMPO Institute which presents Piper Jaffray’s latest search study. It shows how search is the second most commonly used application on the Web with 550 million searches daily in the United States. They have identified key trends in the search industry which you might be interested in:
Search is the new portal Search is becoming a branding tool Google’s dominance is increasing Local search remains a looming opportunity New search technologies are likely to expand the field
As far as this study suggests, search reach surpasses any other form of web applications as presented in the graph below:
On the other hand, people spend very little time on search pages, which explains why time spent is so low. The fastest you find what you are looking for, the fastest you leave a common SERP (Search Engine Results Page). If you think about it, this means 2 things. Online users are getting more savvy at searching and spend less time doing it. They use more words to further define their search queries. This is consistent with the trend from the last few years. It also means that Search Engines are getting better at providing relevant search results for a wider range of search queries.
Also, as part of this research, it shows the Online Advertising forecast in the upcoming years:
What does this mean if you are an advertiser?
Since users are using more words to define any given query in a search engine, it means that advertisers would need to build a Search Marketing plan around a wider variety of search terms. Targeting the tail (of search queries) is the term that has been used to describe this concept. It is both a burden and an opportunity since it involves more work from the advertiser (and/or their Search Marketing supplier) but allows them to reach their entire audience on very targeted (niche) search terms. It also means advertisers need to allocate more funds into their Search Marketing plan in order to cover both paid search and organic listings.
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