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As we announced yesterday in our Search Engine Market Share statistics for August 2011, Google maintained the lion’s share of the market on both sides of the Atlantic [See: Search Engine Market Share Statistics – August 11]. However figures from Experian HitWise have revealed that whilst this is the case, their ‘success rate’ for July was one of the worst out of all the big players.
Search effectiveness is measured as a percentage of search queries which result in a visit to a website. Using data from the US search engine market statistics for July 2011, they’ve revealed that Google had a 67.56% success rate, compared to Bing’s and Yahoo’s impressive success rate of 80.04% and 81.36% respectively.
This is fantastic news for Bing or more specifically YaBing, where Bing have been powering Yahoo’s search results for some time now in the US; and the deal very recently came to Europe as announced earlier this month [See: Yahoo to Finally Integrate Bing Search in Europe].
So with YaBing taking up both top spots, does this mean that Bing is more effective search engine than Google? Well it certainly means that for every search made, Yahoo’s and Bing’s search results yielded more visits to a website, but this needs to be placed into context.
Google’s market share in the US stands at 65.10% as of July 2011 and in the UK it’s an overwhelming 90.66%. This means a higher volume of searches are being performed which will somewhat dilute the results. With a higher volume of searches, not everyone will find exactly what they want, especially if the search term is particularly niche.
Microsoft will no doubt use these statistics to convince search engine marketers that keywords purchased through their sites will have a better CTR. Again Google has come under some criticism for its reduced CTR in a recent study by Slingshot SEO [See: What is the Value of the Top Position in Google].
Bing are gaining ground, that much is true, and with more effective search results, this is a great way of persuading users and marketers to utilise their sites, after all they are the ‘Decision Engine’. It will take some doing to topple Google though, their market share is far superior and with quarterly revenues of $2.5 billion, despite spending big on investments and developing new platforms such as the new Google +, they can easily invest in improving their search effectiveness.
This does however show there’s room for improvement for Google’s search effectiveness. Something we will be keeping a close eye on in the near future.
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.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.