Experian Hitwise today announced that Bing’s share of searches has increased for the third straight month.
Image by SESConferenceSeries via Flickr
In other news, Google accounted for 71 percent of all U.S. searches conducted in the four weeks ending Feb. 27, 2010. Yahoo! Search accounted for 15 percent. Bing accounted for 10 percent. And Ask.com received 3 percent. The remaining 73 search engines in the Hitwise Search Engine Analysis Tool accounted for less than 2 percent of U.S. searches.
Although marketers probably don’t need to change anything that they are currently doing because of the trends above, Hitwise reported another trend that may require some adjustments.
Longer search queries — the ones that use five to more than eight words — were up 3 percent between January 2010 and February 2010. Searches of eight or more words increased 4 percent.
At the same time, shorter search queries — those that are one to four words long — were down 1 percent from month to month.
So, what should marketers do differently?
At SES London 2010, Andrew Goodman, Principal of Page Zero Media, interviewed Connie Stack, VP of Sales and Marketing of WordStream, about campaign management for paid search. Stack talked about the importance of having a solid foundation for your account structure, prioritizing your keywords, keyword organization, keyword groupings, and writing ad copy thats relevant to your keyword group.
At SES New York 2010, there is a whole track devoted to Advanced Issues. The sessions in the track include: Advanced Paid Search Tactics, Ads in a Quality Score World, and Advanced Keyword Research.
So, I know that many marketers focus on the search engines and their competitors, but consumer behavior is changing, too. You need to keep you eyes on all three.
I should disclose that SES is a client of my agency. But trust me on the longer search queries.