Online Marketing Blog from metrocafe311

16 April 2009 UPDATED BLOG: Based on Revised Figures…

Following on from the research carried out for our annual conference in the past two years, Search Marketing World 2009 has carried out a thorough survey asking over 700 users in Ireland how they use the internet, in particular, search engines. The resulting list of search marketing and social media statistics was completed in participation with SMW’s research partner, Ask Chili.

While so many of the resulting figures were to be expected, there were a few surprises. We take each and every search engine marketing statistic as an estimate and keep in mind that the survey respondents took the survey online and would be active search engine users.

First off, 81.3% of those surveyed use search engines (such as Google or Yahoo!) every day. Of those using search engines, 95% said that they use Google, and 18% Yahoo!. Other engines were included in the survey, but these were of course the most prominent. While the large majority still use Google, it is important to note here the large increase in the number of people who use Yahoo!. This may indicate that certain businesses should be looking to use not only Google as a search engine, but Yahoo! to expand their reach within Ireland.

For the majority that are using Google as their primary search engine, it is always useful to consider which search engine they are using in Ireland. 70% use Google.ie, and only 19% use Google.com. On top of the high number using Google.ie, 11% weren’t sure and said they use whatever appears as the default. For most of us with Irish IP addresses, this means Google.ie. The results of this question emphasises the importance of measuring your search engine visibility in the correct Google search engine…which for most us should be Google.ie.

Following on to the previous question, we dug a little further to discover that 64% of those using Google.ie are mainly searching using the web function and 36% mainly search pages from Ireland. It seems the common perception is that people would use the default setting of “search the web,” but this result shows us not to ignore your ranking within the “pages from Ireland.” Perhaps you are doing better than you thought!

Common knowledge for anyone doing search engine marketing is that the first page of results is crucial. Our survey proved to reiterate this, with 76% of people either clicking on the top 5 results or the results on the first page; which for most people is up to 10.

Other important questions for those doing search engine marketing, and particularly Sponsored Listings is how often people click on the pay per click ads, as well as how trustworthy users view these results. 29% of those surveyed said that they click on sponsored links “almost every time” or “quite often.” The larger majority said they rarely click on these ads, however, it is important to note that there is often a misconception with users who are clicking on sponsored links but don’t think that they are sponsored. This is especially true for the sponsored results that appear above the organic listings on the left hand side of a search engine results page.

It is also important to consider how trustworthy people see the Sponsored Links, and why they feel that the organic listings are more trustworthy. 27% said that they found sponsored listings “somewhat” or “very” trustworthy, while 34% said that they don’t trust them at all or not that much. The larger majority didn’t have an opinion on the question. A good search engine marketer will ensure that their search marketing campaign is structured to appear as relevant as possible to engage higher trust in their sponsored listings. Integrating your search engine marketing campaigns with other online marketing channels will also increase the level of trust a user might have in you when they see your ads on the right hand side of the search engine results page.

Outside of the search marketing stats we’ve discovered for Ireland, we also asked a couple of questions why and how people are using it. The graph below outlines how people are using the internet, in response to the question “What are the Main Reasons you use Search Engines?”
As you can see, the majority of people are looking for information on topics of interest; which reaffirms the power of search marketing – you can reach your consumers at a point when they are further along the purchase decision process.

A quick social media statistic found showed that 72% of those surveyed said “yes” to having a social networking profile, on sites such as Facebook or Bebo. This number is quite high, when you consider the low percentage of Irish companies that are actually engaging with users in this space.

Well, I’ve only touched the surface on the information gathered from the Search Marketing World Research survey, so the rest of the results will be outlined in full detail (more demographic information, etc) within your Search Marketing World conference booklet, available to all attendees next Wednesday, 1 April, 2009. If you haven’t booked your ticket, it’s not too late…just visit www.SearchMarketingWorld2009.com for all of the info and to register today!

Emer Lawn, Online Marketing Executive