Posted by randfish
One of the marketing world’s greatest frustrations has long been the lack of data from Google and other search engines about the behavior of users on their platforms. Occasionally, Google will divulge a nugget of bland, hard-to-interpret information about how they process more than X billion queries, or how many videos were uploaded to YouTube, or how many people have found travel information on Google in the last year. But these numbers aren’t specific enough, well-sourced enough, nor do they provide enough detail to be truly useful for all the applications we have.
Marketers need to know things like: How many searches happen each month across various platforms? Is Google losing market share to Amazon? Are people really starting more searches on YouTube than Bing? Is Google Images more or less popular than Google News? What percent of queries are phrased as questions? How many words are in the average query? Is it more or less on mobile?
These kinds of specifics help us know where to put our efforts, how to sell our managers, teams, and clients on SEO investments, and, when we have this data over time, we can truly understand how this industry that shapes our …read more