A recent report by Citi Analyst Mark Mahaney highlighted what most of us already know, top sites receive their traffic from Google. Received by Search Engine Land, the report identified that 23 of the top 30 websites obtain traffic from Google, scrutinising search traffic in six key areas focussing on the top five websites of each vertical. The key areas involved were Media, Retail, Travel, Autos, Finance and Health.
Though Google saw a 1 percent drop in comparison to January 2011, primary competitors Yahoo and Bing failed to make any significant ground, in January 2012, Google comprised of 16 percent of all traffic versus 11 percent from Yahoo and 6 percent from Bing.
Mahaney made comment that Yahoo’s stagnant growth in traffic is a positive sign where there is a market perception that the company/site is a “deteriorating asset”. Inversely these findings according to Mahaney are a “negative surprise” considering the market share gains made by Microsoft concerning the search site. In the past three years, Microsoft has been aggressive in its acquisition of market share, most notably its Bing product placements in prime time television shows such as Gossip Girl, Hawaii 5-0, The Vampire Diaries and How I Met Your Mother. Not remarkably subtle but effective in generating brand/product awareness it makes you wonder is this the best approach? Where there is a creation of market share without conversion to search traffic to show for it?
Check out the Bing Placement in this clip from Hawaii 5-0 below and you be the judge.