Date: 12/01/2003
Author: Linda Woods
Search engines have become second nature to most of us when we're looking for something on the Web. Trying to decide if a movie is worth seeing? Type its name into Google and read the reviews. Looking for a hotel in Tampa? A good price on a DVD player? It's back to Google™ — or Yahoo®, or AOL®, or whichever other search site is your favorite.
It goes without saying that most of your customers will probably find you through a search engine, too. But you might not realize just how important search engines are to your business.
The Numbers Don't Lie
Search engines are the number one way people discover Web sites.
If you have any question as to whether search engines are important, take a look at these statistics:
- According to a study by the Graphics, Visualization, and Usability Center, 85% of users first discover Web sites through search engines
- There are 300+ million searches each day in the US
- 50% of these 300+ million searches are people looking to do commercially-oriented business
That's more than 150 million searches each day by people looking to buy something. If you're selling goods or providing services, you'll want to be one of the businesses they find. If your site is not being picked up by search engines, you won't be one of those businesses.
The chart below, which is based on research by DoubleClick, shows another interesting statistic: 41% of consumers use search engines to research a purchase they intend to make.
The key term in this survey is research. Many industry analysts are predicting that what in the past has been referred to as the "online consumer" will be replaced by the "multi-channel consumer." The multi-channel consumer might spend a great deal of time on the Web researching products, and then buy in person... or vice versa.
In either case, they're not finding the Web sites they use by guessing; they're finding them through search engines.
Sometimes, They're Looking for You...
Search engines are critical for referrals.
It isn't always a product or service people are researching. Sometimes, they're specifically looking for you, which is great for you! Perhaps they've seen your advertisement or saw your name in a newspaper article; perhaps one of your customers has referred them to you. The next step is to go to search engine and look you up... and you had better be there, or any sales momentum will be lost.
By the way, a good example of this is Interland. Interland gets 25% of their business from referrals — and nearly 100% of these new customers say they checked out the Interland Web site before making contact.
The Power of "Search"
These last few examples really point out the power of search and its advantages over traditional media for companies to reach potential customers.
The chart below was compiled from information from the Yellow Pages Publishers Association, the Direct Marketing Association, and Overture®. It offers a direct comparison of search and traditional marketing methods such as print Yellow Pages and direct mail. Notice especially the usage and leads generated of search compared with the other media: search generates six times the number of leads than the Yellow Pages and nearly seventy-five times the number of leads of direct mail!
The Targeting row of this chart is also telling. Marketing is usually categorized as requiring either a high or low level of targeting and active or passive participation. Examples of low targeting and passive participation include network TV, radio, and billboards. Examples of high targeting and passive participation include catalog mail, trade magazines, and direct mail.
Search is unique in that it provides a high level of targeting combined with active customer participation. Customers are looking for what you're providing, or they wouldn't have typed the name of your product or service in the search engine in the first place. You're selling to people who are predisposed to buy, which we think you'll agree is a nice position to be in.
The Bottom Line...
The numbers can't be denied; the Internet is becoming a major medium for commerce, and search engines are more than likely the way potential customers will find your Web site.
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