ComScore Launches Search Analytics Tool

ComScore has released comScore Marketer, a new competitive search analytics tool aimed at search marketers and site operators.

ComScore Marketer lets companies flag well- performing search terms on a site and category level along with analyzing searchers and the use of search terms by demographic segment. The service also identifies who is competing on search terms.

"comScore Marketer is a new service that gives marketers a powerful and comprehensive set of tools to assess their online marketing performance," said Dan Lackner, senior vice president of comScore.

"The granular information on both searchers and search terms available through this service empowers users with actionable search marketing intelligence."

One of the main benefits of the tool is that it can perform competitive analysis of a category based on organic and paid search Click Through Rates.

An example is the analysis of the terms "credit card" or "credit cards" for June 2007, the service revealed that sponsored links accounted for under a quarter of the click-throughs for both search terms, while users clicked 76 percent of the time on organic results.