Engaging Your Audience Through Innovative Strategies & An

Understanding Of Consumer Behaviour

Danielle West, Internet Marketing Manager, Monster.co.uk

The UK Search Engine Market

Google (.co.uk & .com) powered 78%

Yahoo! Search (uk and com) 8%.

Ask.com (uk.ask.com and www.ask.com) 5%.

MSN Search (search.msn.co.uk and msn.search.com) 5%

Live Search (www.live.com) 1%. 78%

5%1% 3%

5%

8%

Other

Share of UK Internet Searches Powered Between 20th January – 10th February 2007

Source: Hitwise, ‘UK Search Landscape’, February 2007

Search Behaviour Globally & Locally

December 06 – 81% of the global Internet population or 256 million people visited a search engine December 06 – 81% of the global Internet population or 256 million people visited a search engine

3.4% of our total time online is spent on search engines3.4% of our total time online is spent on search engines

Every month users will view an average of 93 search pages over 27 minuteEvery month users will view an average of 93 search pages over 27 minute Search audience has grown most dramatically in France (27%) and Spain (21%) - ahead of the US Search audience has grown most dramatically in France (27%) and Spain (21%) - ahead of the US (8%) – however, US is still biggest market by far(8%) – however, US is still biggest market by far

France and Spain has the heaviest users of search – US searchers the lightest usersFrance and Spain has the heaviest users of search – US searchers the lightest users

Google’s audience has grown almost 2.5x the rate of search’s – continuing to eat into the share of Google’s audience has grown almost 2.5x the rate of search’s – continuing to eat into the share of held by its competitors. It now has almost 3x the audience of nearest rival Yahoo! Searchheld by its competitors. It now has almost 3x the audience of nearest rival Yahoo! Search

The usual suspects dominate local markets but the market is making space for localised search, The usual suspects dominate local markets but the market is making space for localised search, but will it meet expectations or go the way of the dodo?but will it meet expectations or go the way of the dodo?

Google may have the lion’s share of the search market but search behaviour doesn’t occur in Google may have the lion’s share of the search market but search behaviour doesn’t occur in isolation – 2/3 of searchers will visit at least 2 search enginesisolation – 2/3 of searchers will visit at least 2 search engines

Source: Nielsen//NetRatings, ‘The Global Search Landscape’, December 2006

Search Behaviour by Engine

17% of Ask.com traffic went to retail websites than any of the other leading search engines 7% of Live.com was sent to social networking websites and over 10% going to other enginesSearches for Web 2.0 properties figure less prominently on Ask.com and most prominently among Google UK searchesDifferent social networks for different search engine users: Ask.com UK users prefer Bebo and Friends Reunited whereas Google & Yahoo users are more likely to use MySpace and Bebo

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Downstream from Search Engines 20th January – 10th February 2007

Source: Hitwise, ‘UK Search Landscape’, February 2007

Searching, Foraging & Buying

View about 6-8 results on averageSpend 9.4 seconds reviewing a resultAbout 60 % of searchers venture below the fold Aren’t necessarily after the best result rather just looking to find an acceptable result quickly and easily

Buyers view an average of 10 results Will review a result for 11.4 secondsBuyers focus on familiar brand names but will pay more attention to content than to brand names

Foragers Buyer

98% view the organic search results 96% view the top 2-3 sponsored search results 31% view the sponsored search results on the right Users prefer to reformulate query than scroll

Search in General

Scanning Behaviour by Engine

Source: De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, February 2007

Title: 30%Copy: 43%Description & Category: 0.3%URL: 21%Other: 5% (cached, similar pages, description)

How Search Result Information is Processed

Percentage of time spent viewing each part of abstract

Total number of abstracts viewed per page

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Source: Eye Tracking Analysis of User Behavior in WWW Search, Cornell University

Branded search activity peaks immediately prior to purchase

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Generic Brand Only Brand-Item

Number of Apparel Clicks by Search Term Type

Number of Apparel Searches by Term Type

Source: Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005

Keyword Usage

RESEARCH / ENGAGEMENT

CONSIDERATIONCOMPARISON

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Terms

Brand / Product

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Reviews / Articles

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Relative Frequency Of

Use

Source: Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005

The effect of TV on CTR’s for Monster.co.uk

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TV Overall CTR Brand CTR Ecomm CTR

Over a 24 week period

The Effect of TV on Brand Termsfor Monster.co.uk

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In Closing

Familiarise yourself with the type of searchers you are courting and ensure to address their motives at every stage

Analyse what keywords, titles and copy work best on what search engine

Use other media to enhance search marketing results or even guide behaviour

Use branding as part of keyword strategy

Acknowledgements & ReferencesAcknowledgementsSpecial thanks to Alistair Cansdale at Mediaedge:cia for helping source all the data for this presentation.

ReferencesHitwise, ‘UK Search Landscape’, February 2007

Nielsen//NetRatings, ‘The Global Search Landscape’, December 2006

Google & Millward Brown, ‘Search in the business technology purchasing process’, May 2005

De Vos & Jansen Market Research and Search Engine Mediabureau Checkit, February 2007

Eye Tracking Analysis of User Behavior in WWW Search, Cornell UniversityMike Moran, Biznology Blog; http://www.mikemoran.com/biznology/archives/2007/02/when_search_res.html

Thank you

Danielle West Online Marketing Manager Monster.co.uk phone:+44(0)207 345 6179 email: danielle.west@monster.co.uk