April 05, 2007

Where do Search Engines and Business Directories Send Internet Users?

Recent Hitwise Singapore data indicates there are several differences in online industry referrals by Search Engines and Business Directories. The ability to monitor which websites users are sent to after visiting a search engine or business directory offers insight into the category strengths and nuances of either traffic distributor.

While Search Engines were more likely to refer traffic to Entertainment sites with 14.91% downstream share, Business Directories were likely to send traffic to Business & Finance websites with 23.34% for the month of March 2007. Search Engines had strengths in Education, Net Communities and Lifestyle, while Business Directories sent niche traffic to Travel, Maps and Shopping & Classifieds.

Google dominated the Search Engine category, accounting for 56.6% share including its .com and Singapore properties for the week ending 31 March 2007. Yahoo! Search and Yahoo! Singapore Search followed with 19.95% combined share. Business Directories was dominated by Internet Yellow Pages Singapore with 33.68% share, followed by Google Maps, eGuide Singapore and Singapore Mirror.

While the industry referral nuances of Search Engines and Business Directories should be considered for highly targeted traffic, Search Engines were dominant in overall Internet visits with 8.99% share compared to Business Directories with 0.33% for the week ending 31 March 2007.

Click here to view Search Engines vs. Business Directories Downstream Industry traffic.

Posted by Sandra Hanchard at 12:06 PM
Posted to Search

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