Posts Tagged ‘YouTube’
Mar 11

A new report from agency GroupM and comScore details the degree to which search and social media have become intertwined in the purchase path that consumers take across the Internet. The report is a follow-up to a similar study done in 2009.

GroupM and comScore looked at consumer behavior associated with purchase decisions in the electronics/telecommunications and consumer packaged goods categories. They found that while search dominates social media among consumers making buying decisions — nearly 60 percent of cases that end in a purchase begin with search – social media play an increasingly important role during consideration and especially after a purchase is made.

The report found that “40 percent of consumers who use search in their path to purchase are motivated to use social media to further their decision making process.”

Click Through Rate

Click Through Rate

Social boosts search CTRs

The phrase “social media” as defined here includes blogs, consumer reviews, YouTube, Twitter and Facebook.

The consumer behavior revealed in the study is complex. However the report supports the idea that social media are now critical for product or brand awareness and drive related, subsequent search behavior. GroupM stated that “when consumers were exposed to both search and social media influenced by a brand that overall search CTR went up by 94 percent.”

As one might expect, the “the top motivation of consumers to use social media in their purchase process is to get other people’s opinion (31 percent).” Almost half of those converting in the study used both search and social media, while the other half used search alone.

Article by Greg Sterling from Search Engine Land

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Jun 10

Although YouTube isn’t the only option in video distribution, it’s hard to deny that if YouTube was a search engine, it’d be the number two search engine in the world behind Google.

A strong argument could be made for producing and optimizing video for SEO results, especially if you think about how much time you devote to content marketing to garner rankings for web pages. Given the amount of competition on the written web, ranking for video in YouTube may be much easier and — as an added bonus — top spots in YouTube often mean equally attractive position in Google’s universal search results.

Article by Garry Przyklenk, Search Engine Watch

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Apr 10

The lists are there monthly, and sometimes even weekly: which search engine has the biggest market share? Without exception, Google always wins.

Lately, Bing has gained market share in the U.S., like in March when Bing went from 11.5 percent to 11.7 percent market share. It’s a win for Bing, but these gains are only percentage points. Google is still the biggest by far.

A few years ago at a search conference, someone asked me if I saw a “Google killer” on the horizon. My answer then was that the only thing that could “kill” Google was Google itself. And that still seems to hold true today. Google might still kill itself, but no one is about to kill Google’s stranglehold on market share.

Maybe its time we start to look at this differently. Times are changing, as are search engines and traffic sources. The market share lists show us how big of an advantage Google has on other (major) search engines, but they don’t show us the difference with other traffic sources.

Recent developments show us a new way we should be looking at traffic sources. Yes, Google is still important and most probably the biggest traffic source out there. But there is more, a lot more. If you act now, you can get a lot of benefit out of it.

Article by Bas van den Beld, Search Engine Watch

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