Most traffic comes from search engines.
Search engine optimization is a web marketing speciality the value of which is a function of the volume and quality of the traffic it generates from search engines. The studies noted in this page make a persuasive case that the value of search engine generated traffic is very high.
Traffic studies
- 85% of respondents found Web pages from search engines and 86% of
search engine traffic is searching with intent to buy. The
10th Graphics, Visualization & Usability (GVU) User
Survey report.
Since then, other studies have reported 50 to 80 percent of Web site traffic comes from search engines.
- While the overall search category grew steadily over the past six
months - 11% to 92.3 million
unique
visitors - the three largest search sites experienced especially strong
growth. Google 54% to 34.2 million unique visitors; Yahoo! 20% to 38.4 million;
and MSN 16% to 42.4 million. The top rankings and solid growth of the top 3
reflect their core function as launchpads for surfing the Web. Many smaller
search sites have gained a foothold in the search category, largely a result of
leveraging advancements in technology, meta-searches and niche searches.
Media Metrix US Top 50 Web and digital media property ratings for April 2002, Jupiter Media Metrix, May 15, 2002 report.
- One out of three Americans visits a search engine, portal or community site on a regular basis. Nearly 95 million people spend a large part of the day at search portals (AOL, Yahoo!, MSN, etc.). Nielsen NetRatings researchers report in June 2001.
- What do consumers want when searching for information on the Web?
Convenience, speed, and relevant information. How do they find products online?
47 percent
of shoppers use search engines:
- 28% type a product name in search engine
- 9% type a brand name in search engine
- 5% type a store name in search engine
- 5% use a search engine shopping channel
Other noteworthy studies
- 66% of online marketers use search-engine positioning as a way to drive site traffic to their sites. In comparison to other methods, the consensus was that it was "good." From Iconocast which cited a January 2000 Direct Marketing Association study of DMA/AIM members and non-members.
- 44% reported using search engine positioning as a promotional tool over the past year. Reported in an October 2000 Iconocast subscriber poll.
- Search engines outperformed banner ads by a three to one margin based on recall. More than twice as many respondents recognized companies listed in the top three search positions than companies featured in banner ads which argues that SEO can be a powerful branding tool while driving traffic to a site. February 2001 study by NPD Group.
- 79% of U.S. major corporations use online advertising and the most popular methods are banner ads (92%), search engine positioning (75%), sponsorships (70%), and email marketing (68%). Association of National Advertisers (ANA) study report, October 2001.
- Search engine traffic results in good conversion rates. Informal case studies (2001) based on client server logs have shown that search engine traffic outperforms banner ads and email marketing campaigns by producing more purchases, form or catalog requests, newsletter subscriptions, and software downloads.
- The Internet contains 29 million Web sites with a population of 341 million users. It's harder to get found in search engines, yet users looking for information are on the rise. October 2001.
Case studies
- 90% of software firm Welocalize's site traffic is driven by search engines. The company generates 95% of its business from search-engine-generated leads. MarketingSherpa case study report, January 2001.
- Conferencing solutions provider Action Conference Call increased sales 500% solely through search engine optimization. MarketingSherpa case study report, January 2001.
- Camera lens producer Tiffen Manufacturing increased traffic on its e-retail site, DCProDirect.com, by 24% in six months. But the clincher is that Conversion rates went up, cost per click went down, and cost per acquisition went down drastically when compared to online ads and direct mail. MarketingSherpa case study report, July 2001.
