It is quite common for business owners and marketing professionals to consume a daily dose of Internet analytics. Overtime, the consumer of said analytics will begin to develop a close relationship with their web properties and an understanding of the people who visit it. However, sometimes the numbers provoke more questions than answers. The below are data points which can provoke questions.
Not surprisingly, Google outperforms both Yahoo and Bing for Kuno’s branded search terms. In other words, many more people use Google when looking for the Kuno website. You’ll also notice a much higher visit to lead ratio for Google than the other search engines. Why is this? What would make a Yahoo or Bing user less likely to become a lead? The answer is search intent and demographics.
This next data set sheds some additional light on the possibilities surrounding the searchers’ intent. It shows that Google users tend to visit almost twice as many pages as Yahoo users and stick around on the site almost four times as long. A Yahoo user is also twice as likely to land on the Kuno website and leave right away. However, Bing users are almost twice as likely to be a new visitor to the Kuno website compared to Google users.
In February 2011, Google held a 65% market share versus the other main search engines. Of the users who used the search engine 56% of them were between the ages of three and 34 years old. The search engine is split 50/50 between male and female. Over 60% of the search engine users make $60k per year or more.
Yahoo holds a negative trending 16% search engine market share and 50% of its users are 35 or older. The gender and income statistics are very similar to Google.
Formerly known as MSN, Bing has a 13% market share and it’s growing in a gracile fashion. The search engine demographics are very similar to Google.
Below is a list of likely reasons and/or conclusions from the above data points that explain Google, Yahoo and Bing's visit to lead performance.
It is quite reasonable to assume there are more conclusions that could be derived from the above data. However, it’s our intent to walk you through the process of understanding search intent by analyzing demographic data and website analytics so you can come to your own conclusions on your own websites. We hope this helps. For additional search help download our SEO Cheat Sheet.
*Demographic data from Quantcast and market share data from comScore.