{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

It's a general trend: search queries are getting longer. But what's going on?

New research by agency bigmouthmedia has shed some light on the phenomenon in Europe and the results are intriguing.

The agency conducted a survey using data from Google Analytics and client data which confirmed that "the vast majority of European consumers now use two and three word search phrases to deliver more targeted results when surfing".

According to Andrew Girdwood, Head of Search at bigmouthmedia, the recession has likely given momentum to this trend:

Over the past few years consumers have become far more savvy about search, and as the recession drives people to hunt for the very best available deals, we’re seeing them adopt a sophisticated approach with the majority now employing more complicated phrases to find their way around the web.

Internet users in Italy, the UK and Germany demonstrated the greatest tendency to use multiple keywords when searching. In Italy, bigmouthmedia found that 16% of the search phrases included 4 keywords, while in the UK and Germany, 15% included 4 keywords.

Contrast that with France and Spain, where nearly one quarter of searches still contained only a single keyword.

While more data is still needed to better understand what is taking place and how digital marketers should react, the message is clear: how internet users seek out information online is dynamic and constantly-evolving. Marketers will need to monitor search sophistication trends in the markets they target and adjust their strategies accordingly.

Photo credit: maveric2003 via Flickr.

Patricio Robles

Published 19 May, 2009 by Patricio Robles

Patricio Robles is a tech reporter at Econsultancy. Follow him on Twitter.

2429 more posts from this author

Comments (8)

Comment
No-profile-pic
Save or Cancel
Avatar-blank-50x50

Andrew Bruce Smith

Interesting to compare with Keyword Discovery data from last year.

Two and three word equity rules.

over 7 years ago

James Wakeman

James Wakeman, Unsure

Do you have any stats on (roughly) how big the sample was? I know BigMouthMedia are pretty large, but a figure would lend a bit more credibility to this report.

over 7 years ago

Patricio Robles

Patricio Robles, Tech Reporter at Econsultancy

Tom,

Here's the source information:

Source; 75,000 unique visits (by IP address) for each country (total sample size 600,000) across Google, Yahoo and Live Search. Google analytics and bigmouthmedia client data used. Permission granted from clients involved in the research prior to publication.

over 7 years ago

James Wakeman

James Wakeman, Unsure

Thanks. I did have a look on the BMM site, but couldn't find it (I wasn't just being lazy).

over 7 years ago

Patricio Robles

Patricio Robles, Tech Reporter at Econsultancy

You're welcome.

over 7 years ago

Avatar-blank-50x50

farouk

this is good news for niche marketing

over 7 years ago

Avatar-blank-50x50

cheap ugg

So Dyshaun gets to pick the teams. He puts his bitchy idol Megan and his pinched cheek nanny Johanna on his team and sticks Ashlie (whose greatest crime is a willingness to stick up to Megan) and relentlessly buoyant Kate on the other team. The teams had to style, shoot and put together three or four pages for Elle. Both teams brownnosily go for color as a theme. ‘Cause Anne Slowey loves color! ‘Cause she’s deep. Deep like the winedark...yeah, I’m not going anywhere with that.

over 6 years ago

Avatar-blank-50x50

discount headphone

Team Bitchy selects a bunch of outfits that have no place outside of a kindergarten or maybe – and this is a big maybe – a Cirque de Solieil open call. Dyshaun micromanages the hair and make-up people to distraction, then sits down on the couch and bitches with Megan. Johanna, apparently exhausted from breaking Danielle’s spirit last week, just sits there like a disillusioned grad student. Hmm. Wait a minute, isn’t she?

over 6 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.