According to research from Experian Marketing Services, Facebook was one of five leading websites that accounted for 20% of all web searches Q4 of 2012; it achieved the top spot of the five with 8.48% share of search clicks.
The data acquired from the Experian report revealed that the top 500 websites were responsible for nearly half of all search clicks, and the top 1000 sites captured 75%. These figures highlight the difficulty marketers face when attempting to reach potential customers through search, reported AllFacebook. Based on an excerpt from Experian’s 2013 Digital Marketing Report, Facebook was followed closely by Youtube (5.55%), Yahoo! (2.63%), Wikipedia (2.01%), and Amazon (1.40%) as the top sites to receive search clicks.
Not only did Facebook account for the first place in website search clicks, it also had the most searches (5.62%) for the four terms “facebook login,” “facebook,” “www.facebook.com,” and “facebook.com,” up 27% from 2011 Q4. Due to the high level of website search click and keyword competition, Experian states that “In 2013 and beyond, marketers will have to work even harder to gain and maintain position in organic search results.”
In order for websites to see increased search clicks in 2013, Experian encourages marketers to apply customer insights and data into how they plan and execute content and campaigns across all channels.
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