Search Engines Drive Traffic To Retail Sites
Retail Web sites received 25 percent of their traffic from search engines for May 2007, according to findings from Hitwise. This was an increase of 0.7 percent over May 2006.
Hitwise also found that Google was the main driver of traffic for shopping and classified Web sites and is growing more rapidly as a source of shopping traffic than the search engine category as a whole.
In May of 2007, Google was responsible for 15.6 percent of shopping and classified visits, an increase of 8.7 percent since May 2006.
Single word search queries accounted for 23.7 percent of search terms driving traffic to shopping and classified Web sites in May 2007. This was an increase of 20 percent since May 2005, which revealed that search toolbars are being used more often as the main way to navigate.
The top 20 social networking Web sites also grew as a source of traffic for shopping and Classifieds Web sites, which accounted for 3.6 percent of visits in May 2007. This was an increase of 86.7 percent since May 2006.
Leading social network MySpace, accounted for 3.2 percent of visits to shopping and classified Web sites in May 2007.
"Search data provides a wealth of information about how consumers look for what they need and shop online," said Tancer. "Marketers can leverage search data to better understand their brand and that of your competitors’ brands to make smarter business decisions moving the needle on their brand equity and associations."