Searches Performed : Lies And Statistics

Yahoo abruptly quit using Google as a search partner lastweek in a surprise move that has the search industry now scrambling forstatistics to analyze and numbers to bandy about. I'd like to sharesome rarely discussed statistics and numbers with you here. First thenumbers and stats from the press, then I'll share a few of my own. Hereare the stats that are getting the most attention for the Yahoo searchstory.

Share of searches performed by U.S. users (source: comScore Media Metrix)

Google = 35%
Yahoo = 28%
AOL (powered by Google) = 16%
MSN = 15%
ALL Others = 6%

Charts and analysis of this statistical lie can be seen at:

Searchenginewatch.com Reports

As an SEO specialist, I don't care if Yahoo and MSN togetherget almost 40 percent of all searches performed as long as Googledelivers nearly triple the REFERRED traffic of either of thosealso-rans.

I love those numbers presented by comScore. The problem isthat it has nothing to do with search engine REFERRED TRAFFIC towebmasters. I did a small study of client traffic stats last year andfound in EVERY case that Google delivered over 70% of referred trafficto client sites and one gets nearly 90% of his referred traffic fromGoogle!

Those included some new clients as well as several of thoseI'd been working with for up to a couple of years. This indicates to methat it's not the work I do that favors Google, and that it is asimilar result across many types of sites, optimized or not. My articlediscussing these numbers was picked up in half a dozen places anddebated in a forum or two because it seems shocking to imagine Googledominating at that level.

Searchengineoptimism.com Google Refers
If you scroll down the page at that SearchEngineWatch pagelinked above, you'll see another chart that reflects Google's reachand, guess what? It's actually closer to 70% due to the fact thatGoogle powers AOL and, up until last week, Yahoo. Now I expect the 28%loss from Yahoo will make those numbers fluctuate a bit in comingmonths as searchers decide whether they like the results they get fromYahoo search without Google powered results.

Now that Yahoo search will no longer be contributing toGoogle's 70% of referred traffic, I suspect it will vary from last yearif webmasters look at their traffic stats at the end of next month.I'll look forward to THOSE numbers!

Still, I'll wager that if you look at your client trafficstats for search engine referrals that delivered traffic from GoogleFAR outdoes traffic from any other search engine for some time to come.When that changes, then it will start to matter. Until it changes - whocares even if Yahoo and MSN search get double their current "Searchesperformed" when the referred traffic they deliver is just a fraction ofthat?

Who cares if the competitors are at 27% of searches performedif they deliver only 5% of their referred traffic? What do people dowhen they get results at Yahoo and MSN search? They must stay there,follow paid links, or give up their search and go shopping if theyaren't ending up clicking through from those oroganic results to thetop ranking sites!

I have multiple top ranking terms at MSN and Yahoo for severalclients that get trickles of traffic from both of those sites, EVENTHOUGH those very same search phrases deliver dramatically highertraffic from Google - and in cases where they rank lower at Google!Puzzling, eh?

Google delivers traffic. The others don't deliver at even halfthe rate that Google does. So I simply don't care that nearly a thirdof searches are done elsewhere. I am going to work on ranking well forthe search engine that DELIVERS VISITORS from organic search.

I'll pay for traffic from the others if necessary since theydon't deliver on even TOP RANKING searches. I believe that is becausethe searches at MSN and Yahoo sites and their search partners have toomany flashing, blinking, prominently placed, paid ads dominating theSERP's.

Yahoo and MSN may get lots of searchers searching, but ifthose searchers don't click through on those top ranking organicresults - what earthly good does it do to rank well in organic resultsat those search engines?

I suspect that Yahoo will profit nicely from Overture, andsince they appear to be so highly profit-driven (yes, I agree that is agood thing for business, but bad for search) then the results will beprofit driven too. Paid results will dominate at both Yahoo and MSN andthey will continue to deliver far less organic search referred trafficthan does Google.

Until I see some changes in referred traffic, I'll bet someserious money that Google will continue to deliver over 50% of allreferred search traffic to everyone due to the emphasis on relevanceabove profit.

The impending Google IPO makes me nervous about all of thisbecause Google will have to do as the others do and emphasize paidresults on the SERP's at a much higher level than they do now in orderto keep investors happy. Investor pressure.

Those two clearly marked sponsored ads at the top of the pageand clear boxed Adwords ads along the right will be charming memoriesin short order. We'll see paid links grow to dominate the Google SERP'sand it wouldn't surprise me if they started running banner ads inaddition.

Statistics from the webmaster perspective show Google sendingnearly triple the traffic of all other search engines combined. That'sthe only statistic that webmasters care about.

Your Top Search Rankings at Yahoo & MSN Search are Worthless
Mike Banks Valentine runs WebSite101.com and performs what he calls ethical search engine optimization. Here he raises provocative questions about search engines.
How to Get a Top 10 Listing With Google
Big supermarket chains are successful because they attract plenty of traffic through their doors. Each person that walks in through their door is a potential customer. Your internet business is no different. Your success lies in getting traffic to your site. Each visitor is a potential customer. The...
The Importance of Your Website Statistics
One of the best tools you have as a webmaster is your website statistics. The most popular site stats programs are Awstats, Webalizer, and Analog. Usually, they come free of charge and are accessible through your websites control panel provided by your web host...
A Search Engine that PAYS YOU to make a Search?
No, I am NOT talking about Googles Adsense! As good as that is, it requires other people to click on the advertisements on your web site. This is a new Search Engine that will pay you, every time YOU make a Search using your very own Search Engine Portal.
Buzzwords vs Effective SEO Keywords
Ever see a website that seems to speak a foreign language...in English? We encounter many SEO client websites that rely on buzzwords in the page copy to get the word out about their product. The problem lies with visitors who may not be familiar with those terms. This means optimizing with buzzwords...
Targeted Traffic: Choosing The Right Search Engine Keywords
You probably would like to have the maximum amount of traffic to your website, and you may be looking at your website statistics to see how many people are visiting your site each day.
What are Usage Statistics?
Usage Statistics are very important to have. They give you endless amounts of data that you can use to shape the future of your own Web site. With a few clicks of the mouse, you can find out if your latest idea is working or what you might need to do to get more visitors to your Web site...
Organic Search Engine Optimization
Organic Search Engine Optimization (SEO) is simply a marketing term for the natural development of a website. Organic SEO allows a website to gain free listings within the major search engines without regular ongoing marketing costs. SEO comprises many aspects to complete a total marketing package...
Yellow Pages Online versus Search Engine Traffic
Is Yellow Pages online advertising worth the cost versus spending your advertising dollars on SEO?
How Does your Domain Taste?
Domain tasting is the practice of registering a domain with the intention of taking full advantage of ICANNs Create Grace Period (CGP), holding those domains for up to five days, analyzing traffic and revenue statistics over the course of that 5 day period and discarding them for a full refund...