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Google now account for 6.4% of all traffic on the Internet today according to a report from Arbor Networks.
The great online land grab is being won, quite convincingly, by Google. Of all the global site visits, an average of 6.4% are landing on the doorstep of the search behemoth.
In the report from Arbor Networks [see: Google Sets New Internet Traffic Record], it appears that Google’s huge growth is far from finished. So despite the increasing breadth of Internet sites and audience, Google are actually managing to stay ahead of the curve and even increasing their overall share.
This news won’t come as much of a surprise to most. Online users are now preconditioned with the notion that Google are at the centre of the online universe. You want information? Google it.
Helping the figures along are other web properties such as the hugely successful and popular YouTube. Unfortunately for the competition, YouTube is to video what Google is to search, so their bases are pretty much loaded at this time – certainly in terms of the traffic levels they can expect to attract.
They are the default toolbar choice for most browsers and an obvious landing homepage for the majority of users. Their traffic, in short, is guaranteed.
The surprising thing though, as previously alluded to, is that Internet search volumes have increased by up to 45% year on year. For most, this would mean that their overall market share would proportionally suffer, even if they made moderate or decent traffic gains. As Google have once again improved their share to 6.4% (according to these figures at least) it’s not just visits but their overall influence that is increasing.
No doubt this will come as a sobering reminder for Bing and their other search competitors, indicating just how large a task they face.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.