SEO close to the user: So we are looking for answers today

SEO close to the user: So we are looking for answers today

A compilation of explicit figures on user behavior in search engines in the US offers an insight into the modes, preferences and reactions of the users. This approach can help companies make SEO more precise.

The behavior statistics – not every user is recorded
The facts are based on a cooperation between Rand Fishkin and Jumpshot. At MOZ, Fishkin has 23 statistics. The data that underlie this data is taken from Jumpshot’s million-user panel and was collected in autumn 2016 in the USA. However, these data are to be enjoyed with caution, as they cover mobile as desktop, but no iOS devices were involved.

Nevertheless, the data offerings for marketers offer to ask relevant questions of SEO. On what other platforms next to Google are many searches started or how many Google searches result in clicks? We have picked up some interesting and surprising statistics.

Who is looking for and how long?

A first surprise is shown by the number of users who perform at least one search per day. In October 2016 only 15 percent of the investigated users fell into this category. While 45 percent started at least one search per week, it was 68 percent for the monthly period. These small numbers mean on the one hand that there is still a growth in the search area to be expected. On the other hand the 15 per cent hardly imaginable, one considers one’s everyday life and its environment.

A search in most cases is also a case of seconds. For the period of entering the search terms, loading the results and clicking on any of them (or clicking back on the results), an average time of just under one minute was found. This may seem long, but is simply explained. The average is driven here by searches, which are arrested for a serious research on certain topics or projects. This type of search can be quite lengthy.

What clicks result from searches?

For marketers, it is of particular interest whether a search on Google also brings clicks and in which direction these go. If you start from all search queries, just 60 percent result in clicks. This figure is also due to Google’s efforts to deliver responses quickly and directly to the SERPs. For simpler search queries, snippets usually display a response that eliminates the need for a click. But also on the question of films of James Cameron we find on Google a bar, which represents us the film director of the film.

Of the clicks that follow search queries, only 2.6 percent return to AdWords records. With the more than three and a half billion searches per day on Google, this percentage should still have an effect. For clicks, which were passed on to Google Properties as a result of Google search queries, the “only” percentage is 8.4 percent.

Which platforms are used for the search

On the basis of his data, Jumpshot has examined and compared ten search engines for their search requests. The percentage distribution was then determined – with exciting results.

Distribution von US-Suchanfragen bei 10 Plattformen, © Jumpshot, MOZ

Distribution of US search queries at 10 platforms, © Jumpshot, MOZ
Distribution of US search queries at 10 platforms, © Jumpshot, MOZ

It appears that the trend to start via Amazon or the YouTube search YouTube platform is occupied in the US. While Google’s domination is not surprising, the percentage of Google Images is amazing. Here, however, marketers should not have too much hopes for potentially more search traffic since Google’s (at least ours) new interface makes it easier to call up images without the need to click on the source site.

What Marketer can learn about the search itself

Insights for SEO can draw marketers from some more statistics of the collection. Thus the search queries are on average three words long; On desktop and mobile. If marketers want to orient themselves to potential search requests from their customers, in order to tailor their own appearances to the search engine, they must be aware that there is little scope for the length of these inquiries.

Die Zahl der Wörter pro Suchanfrage bei Desktop und Mobile, © Jumpshot

The number of words per search query for desktop and mobile, © Jumpshot
The number of words per search query for desktop and mobile, © Jumpshot

Furthermore, it would be interesting to note that eight per cent of the queries are declared as a question. Furthermore, if you recognize a specific trend in the search queries as a marketer, you can achieve a clear advantage for your search traffic. Because 18 percent of the searches lead to a change in the search terms




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