More NewsSearch Engine Results Pages Turn Into Destinations

Search Engine Results Pages Turn Into Destinations

ComScore study also finds Google increasingly refers traffic to YouTube and other internal channels.

Search engine result pages are evolving into destinations as searchers find what they are looking for on these pages.

This trend was detailed by James Lamberti, comScore’s senior vice president of search and media, in a special presentation comScore presented during the “Universal, Blended and Vertical Search” panel at the Search Engine Strategies conference in Chicago.

Integrated search: The Consumer
click to enlarge

The number of U.S. Internet user searches has increased over the past three years. In 2006 the annual increase in search queries went up 20 percent. In 2007 there has been a 30 percent increase to over 35 billion searches. That’s an average 52 searches per month per user in 2006 compared to 74 searches per month in 2007.

On Google, the first page of search results had a success rate of 79.6 percent during April through June 2007, up one percent from a year ago, according to Lamberti.

Integrated Search: The Engines
click to enlarge

ComScore identified another trend: Google sends a growing amount of traffic to internal channels, such as 173.4 million referrals to its image search and 142.8 million to YouTube.

What do these trends mean for marketers? More creative options, less real estate, higher costs, and more.

Data are derived from comScore’s MegaPanel and qSearch reports. comScore collects data from an opt in panel of Internet users.

Integrated Search: The Marketers
click to enlarge
Implications
click to enlarge

Related Articles

How to measure a multi-channel marketing strategy

Digital Marketing How to measure a multi-channel marketing strategy

1m Tereza Litsa
The future of retail: How IoT is transforming the retail industry

Digital Transformation The future of retail: How IoT is transforming the retail industry

2m Diana Maltseva
GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

9m Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

1y Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

1y Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

1y Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

1y Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

1y Al Roberts