ComScore to Expand qSearch Measurement Service Beyond Traditional Search Sites

Market research provider comScore today updated its qSearch 2.0 measurement service to dramatically expand the number and kinds of properties being measured.

Besides the usual measurement of traffic to major search engines, this expansion now brings in additional measurement of the top 50 most-trafficked sites where search activity is observed. This includes many social media sites, portals, and e-commerce sites where search plays an integral role in their site or the site itself plays a role in the search landscape.

New sites being measured include eBay, Amazon, Expedia, and MySpace. qSearch will also begin counting partner search behavior, such as queries done on affiliate partners that lead to a search engine’s results pages. It also will include local search sites like maps, directions, and local directory listings.

“This allows us to take a more comprehensive view of search, and report on some sites that people wouldn’t consider as classic search engines,” said James Lamberti, SVP of search and media at comScore. “Basically, we can track any open query data anywhere on the Web. That can include things like map searches, Internet Yellow Pages, or job searches.”

The expansion to include the top 50 Web properties has another effect, according to Lamberti: it takes the onus away from comScore to determine what should be categorized as “search,” he said.

The new data will be reported separately, so clients that want to consider it can include it in their reports, and those that do not want to include it can ignore it. The move opens up the market for comScore to begin providing data to new clients among the top 50 sites. It also sets comScore up to be ready to report on vertical markets for existing clients, Lamberti said.

In addition, qSearch now also includes new geographic areas, with an expansion from a U.S.-centric measurement model to a truly global one, Lamberti said. qSearch now offers individual country reporting for the U.S., Canada, Mexico, U.K., France, Germany, Japan, China, and Korea. Additional countries will follow.

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