What Drives Searchers to Buy Cars?

The automotive industry is the largest player in the search world, in both natural search engine optimization and in the paid search arena. Until recently, auto manufacturers weren’t a major presence in search results, with most search marketing campaigns conducted by independent aggregators who focused on providing quotes, helping consumers locate dealers and so on. Recently, however, the major manufacturers have begun to flex their search muscles, much to the consternation of aggregators, who are feeling crowded. A new study from Yahoo and comScore looked at searcher behavior in the automotive sector, analyzing activity, user preferences, and how purchases were ultimately made. The results are fascinating, and offer lessons for search marketers operating in any field. More on the study in today’s SearchDay article, New Research Shows How Search Drives Auto Buyers.