State of Search presented by Nina Hale
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1) Search engine usage in the US is widespread, with 75% of the population using the internet and 91% of those using search engines. Mobile search is growing rapidly. 2) Local searches and mobile searches that have a local intent are common, making up 20% and 40% of searches respectively. 3) Google maintains a dominant 83% market share over other search engines like Yahoo.
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State of Search presented by Nina Hale
- 2. Search Usage • 75% of U.S. Popula8on use the internet • 91 % of them use Search • 191 Million People Use Search • 11 searches per week on average • Search doubles once becoming a mom State of Search
- 3. 16% of daily searches on Google have never have never been seen State of Search before.
- 4. Mobile Usage 31% of Americans own a Smartphone 70% of them use it while shopping in a store State of Search
- 5. Mobile Search is on the Rise Forecast for 25% of all clicks by end of 2012 State of Search
- 6. Local Searches – Mobile rules 20% of all searches have a local intent 40% when on a mobile device State of Search
- 7. Mobile Mobile Adver8sing is expected to rise to almost $2 Billion by EOY To almost $4.4 Billion by end of 2015 State of Search
- 8. Search Engine Share Search Engine of Choice 11% 6% Google Yahoo Others 83% State of Search
- 9. 91% of search engine users say they always or most of the 8me find the informa8on they are seeking when they use search engines Didn't find it 9% Found it! 91% State of Search
- 10. 73% of search engine users say that most or all the informa8on they find as they use search engines is accurate and trustworthy This sucks!, 27% Accurate & trustworthy, 73% State of Search
- 11. 90% of purchasing s8ll happens offline Buy Online Buy offline State of Search
- 12. State of Search
- 13. Display Impacts Search Source: Pretarget. May 2012 State of Search
- 14. Will PPC Cannibalize SEO? On average, 89% of traffic is not replaced by Organic when ads are paused State of Search
- 15. SEO is Favored by SMB’s State of Search #nhsem
- 17. Top Trends - Mobile Mobile cloud: People can connect anywhere, with anyone, and for anything State of Search
- 18. Top Trends - Content Content is even more important: People are looking for answers and entertainment. State of Search
- 19. Top Trends - Content State of Search
- 20. Top Trends - Measurement Measurement is geang more complex State of Search
- 21. Top Trends - Privacy Privacy concerns are growing. State of Search
- 22. Top Trends - Privacy State of Search
- 24. Google Analytics: Social Reports State of Search
- 25. Google+ Local: Maps go Social State of Search
- 26. Apple Drops Google Maps State of Search
- 27. Google Content Experiments: • No longer mul8variate • Incorporated into Google Analy8cs State of Search
- 28. Google Product Feed: • Free feed is going away • Product feed is PPC via the AdWords pladorm, or “Google Shopping” State of Search
- 30. Prediction Google will announce it’s indexing content using voice State of Search recogni8on
- 31. Still needs a lot of improvement State of Search
- 32. Implications Implications: • Google threatened and has to improve it’s VR game • Enormous amount of new competition and new results. Big opportunity for video content, journalism, podcasts. • Recipes • How-to • Technical and Medical What should you be thinking about now? • Ones with Closed Captions embedded will be first • Ensure scripts use keywords • Plan content based on top searches or highest drop off in conversion rates State of Search * NYT March 2012
- 33. Prediction Google will launch a social monitoring tool State of Search
- 34. Implications • Decisions made around ROI of social • Stronger push to be aware of and use Google+ • Less expensive op8ons in social monitoring • More ease in iden8fying keywords important to your brand • More reliance on Google State of Search
- 35. Prediction Google will launch more demographic targe8ng State of Search
- 36. Implications • More targe8ng op8ons • Social connec8ons • Local connec8ons • “People like you” State of Search
- 37. What you should be thinking about • Go Mobile Now! • Budget for local enhancements if applicable for you • Ajribu8on and the full marke8ng mix • Increase focus on conversion rate • Develop unique, engaging content • Connect on a personal, social level with your customers State of Search
- 38. Thank you! State of Search