Bing and Yahoo! Search achieved the highest success rates in January 2011, according to Experian Hitwise.This means that for both search engines, more than 81% of searches executed resulted in a visit to a Website. Google achieved a success rate of 65%.
The share of unsuccessful searches highlights the opportunity for both the search engines and marketers to evaluate the search engine result pages to ensure that searchers are finding relevant information.
Google accounted for 67.95% of all US searches conducted in the four weeks ending January 29th, 2011. Bing-powered search comprised 27.44% of searches for the month, with Yahoo! Search and Bing receiving 14.62% and 12.81%, respectively. The remaining 70 search engines in the Hitwise Search Engine Analysis report accounted for 4.61% of US searches.
Even if Google’s results haven’t been as accurate, it’s still the highly dominant search engine in the market. If the inaccurate searches are a trend and not an isolated result, then this does point to the need for Google to improve on its search success,
Longer search queries – five to eight words – were up 5% from December 2010 to January 2011. Shorter search queries – those averaging one to four words long – decreased 1% from December 2010 to January 2011. Two-word searches comprised the majority of searches, amounting to 23.59% of all queries.
Out of all paid clicks to the top 500 retail sites, Amazon captured the majority of traffic, or 11.25% of all paid clicks for the four weeks ending Jan 29, 2011. This represents a decrease of 7% compared with the prior month. Amazon outpaced rivals by capturing the highest share of paid search traffic during the holiday shopping season.