Topics covered include mobile search, SEO budgets, overall market size, Google's organic CTR, and user behaviour...
Mobile search (Performics and ROI)
- According to a Performics study, people used mobile search at home in the evening (81%) followed by at home on weekends (80%), and at work (61%).
- 66% use mobile search when watching TV, something which should get advertisers thinking, while 61% said they use it at work.
- 71% use mobile search to find information about a product or service having seen an ad, 68% use it to find the best price for a product.
- Recent stats from Efficient Frontier found that, on average, mobile CTR is 2.7 times as much as desktop CTR, though this varies between sectors. It can be as much as five times desktop CTR.
- Cost per click from mobile search advertising is lower, at 60% of desktop CPC on average.
- According to our recent Search Engine Benchmarking report, the proportion of companies using mobile search doubled from 8% in last year's report to 16% this year.
- 88% of respondents will click on a result that has the exact phrase they searched for, while 89% said that they will alter their search query if they don’t find the results they’re looking for.
- 89% will ultimately change search engines if they don’t find the results they’re looking for. 79% will go through multiple pages of results, if their query isn’t answered in the first page
- 53% of respondents said they're more likely to click on a listing if it includes and image, and 48% said that they click on a company or brand if they appear multiple times in the SERPs.
- 26% said they were more likely to click on a search result if it included a video.
- Only 9% of companies are currently using multilingual paid search or SEO campaigns. The majority of companies (75%) have no plans to run these types of campaigns.
- The majority of companies (69%) have no plans to run multi-territory paid search or SEO campaigns through their agency, while only 13% are currently running multi-territory campaigns.
- 52% of companies carry out SEO entirely in-house, while 17% use an agency exclusively. Some 29% report they use both an agency and in-house resources for SEO.
- On average, 22% of marketing budgets are spent on search engine marketing.
- Just over a third of companies (35%) are spending £5,000 or less on SEO per year, while some 65% are spending more than £5,000 on SEO each year.
- The value of the North American search market rose to $16.6bn in 2010, and is predicted to reach $19.3bn in 2011:
- More than half of client-side respondents to the survey (54%) plan to spend more on SEO this year. On average, respondents expect to increase their SEO spend by 43%, which would bring overall SEO spending close to $3bn.
- Companies are also expecting to spend 31% more on PPC, and while that is less than last year’s expected increase (37%), the overall trend is still upward.
- During 2010, we estimated that the natural search marketing industry in the UK grew by 16%, reaching a value of £436m, up from £376m in 2009.
- This represents approximately 12% of the value of the total UK search engine marketing sector last year, which Econsultancy estimates to have been worth £3.63bn. The paid search marketplace in 2010 has been valued at £3.19bn.
Google's organic CTR (Optify)
- The average CTR for the top three positions in Google's SERPs are 36.4%, 12.5% and 9.5% respectively.
- A listing above the fold on page one of Google produces an average CTR of 19.5% and being on page one produces an average of 8.9%.
- The second page has value, but far less (a 1.5% CTR), although the first position on page two produces a slightly higher click through rate than the last position on page one.