Bing and other Microsoft sites have overtaken partner Yahoo! for the No. 2 spot behind Google in search in the U.S., per comScore. Garnering 2.75 billion requests, Bing commanded 15.1% market share in December.
Why is search so lucrative? Research conducted by Greenlight found that 50% of Google users have clicked on a sponsored listing in Google at least once and equally, 50% of Facebook users have engaged with Facebook advertising to the same extent.
This means that users have similar attitudes towards Google as they do towards Facebook advertising.
This would suggest that Google’s huge comparative returns from advertising come from the fact that people will simply click far more frequently on Google ads than they will do on Facebook ads. This is all the more impressive when you consider that the average user will spend almost five times longer on Facebook than on Google.
Creating effective link-building strategies means much more than hiring an SEO firm with a quota, writes Serengeti Communications search director John Lynch. The three most effective link-building tools involve win-win scenarios that include tangible benefits for the person giving the link, he writes.
“Insurance” was the priciest keyword on Google in a recent 90-day period, costing $54.91 per click, according to a Top 20 list compiled by WordStream. Other expensive search terms: “mortgage” and “attorney,” which cost $47.12 and $47.07, respectively
Here are the top 20 keyword categories that fetched the highest costs per click:
- Insurance – $54.91 per click
- Loans – $44.28 per click
- Mortgage – $47.12 per click
- Attorney – $47.07 per click
- Credit – $36.06 per click
- Lawyer – $42.51 per click
- Donate – $42.02 per click
- Degree – $40.61 per click
- Hosting – $31.91 per click
- Claim – $45.51 per click
- Conference Call – $42.05 per click
- Trading – $33.19 per click
- Software – $35.29 per click
- Recovery – $42.03 per click
- Transfer – $29.86 per click
- Gas/Electricity – $54.62 per click
- Classes – $35.04 per click
- Rehab – $33.59 per click
- Treatment – $37.18 per click
- Cord Blood – $27.80 per click
The past twelve to eighteen months has seen unprecedented change in the search engines but especially Google. We have seen algorithm changes like never before as Google continues to try and serve up the best results to users as possible. The question is are we better off with all of these algorithm changes? Have the results improved? Let’s take a look at some of the recent algorithm changes and evaluate where we might be heading in 2012.
note: Mediative is an IAB Canada member, I am VP of IAB Canada.