That’s the time when I think having advertising going out and actually, very specifically saying ‘Phillips 32’’ widescreen telly 699’ becomes relevant. And I think this is the critical point here is you have to be aware that people are using search in different ways. Not all search is equal.
NJ: Which companies lend themselves to natural search? NS: Typically those with sites that are content-rich, they’ll be established brands that people are probably searching for. I might arguably search more for Comet or Dixon than I would do for the flat TV company that I’ve never heard of. They will have good distribution and it’s no coincidence then that the kind of companies that come out are media companies – newspapers, the TV channels, music and film distributors – companies that are ‘expert’.
Moneysupermarket; 34% of its traffic comes from search – this is HipWise data, it’s actually from September 2006 but it’s kind of the best I could find. So about 34% of its traffic comes from search, 80% of that search traffic comes from Google. No real surprises there so these guys are very, very, very heavily reliant on word search. I suspect they’ll do a lot more now, 4681 search items; I wouldn’t be surprised if it’s four or five times that these days.
60% paid/40% natural: These guys are really what we call ‘feeding the beast’, they’re literally just piling money in and seeing what comes out. They’re 40% natural and I think they’d love to have that flip the other way around. Because I know if I was in their shoes I’d love do to that but they’ve got a decent amount of insurance policy.
NJ: Is it easy to get started in paid search? NS: The auction model for paid search particularly has made it easy for people to participate. If I was to be really,
6
really cynical as well and get
my grumpy media-buying hat on, I’d say what they’ve also managed to do in search is muddy the waters; that people aren’t always that aware of
HIT ME! HOW TO GET YOUR BUSINESS TO PUNCH ITS WEIGHT 0NLINE
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