Experian HitWise released its numbers for search market share earlier this week and found Google now accounts for more than 66 percent of search queries. The figure represents 2 percent growth from the company’s previous report detailing September’s search share, and marketers should plan SEO campaigns according to Google’s quality standards.
While Google’s gains are notable, the bigger story, perhaps, is the struggle of Bing-powered search, on both Bing and Yahoo. In August, the engines gained some ground on Google, accounting for almost 29 percent of search, based on Experian Hitwise’s numbers. However, both Yahoo and Bing declined in September, falling 4 percent to 15.3 percent of the market and 2 percent to 12.8 percent, respectively.
Bing has made improvements to its algorithm in recent months to help make search results more reliable and effective. However, Google’s appeal in the market has helped it build on the lead. In fact, it’s growth in September was the first time it added to its market share since Yahoo and Bing announced their alliance last September.
Businesses hoping to boost SEO (on any engine) via content marketing campaigns might consider going for longtail keywords in light of recent search trends. According to Experian Hitwise, keyword phrases should ideally range from one word to four words, as these account for 82.6 percent of searches. However, searches of eight or more words increased 3 percent in September over August.
Keyword strategies are a critical element of search and content marketing campaigns, and Brafton recently reported that adjusting keyword strategies to reflect positive progressions happens too infrequently. Conducting audits and making adjustments to take advantage of more successful elements of a strategy will help improve success.