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Search Engine Demographics from SES New York

Kristen Lindsey - Wednesday, March 08, 2006



Neil Mason cited some interesting stats presented by Hitwise at the Search Engine Strategies conference last month in New York City. They cover some interesting usage stats by search engine. He covers these in detail in his ClickZ article this week:

  • Google is the unanimous market leader based on all research companies, both in total number of searches and in frequency of searches by individuals.
  • Yahoo trends towards younger users (Hitwise)
  • MSN users are slightly older (Hitwise)
  • This older skew affects searches on MSN -- searches for financial and business sites are more common.
  • Google users are slightly more affluent (Hitwise). Google has more searches for educational sites.

As Neil mentions in his article, these stats point to a couple of ways you can look at your search marketing differently to improve performance. First, though Google is dominant, depending on your market some other search engines may be much more valuable than you think and quality of traffic may trump quality.

Also, consider targeting different landing pages to different pay-per-click engines in order to cater to their specific types of users. Landing pages have definitely been a great way to improve conversion of your PPC campaigns, and this concept takes the tactic even further.

What do you think? Have you found that some search engines perform better for you than others? Drop a comment and let me know!

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