state of search in ireland - stephen kenwright - learn inbound - january 2017
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@stekenwright
State of searchin Ireland
Stephen Kenwright @stekenwright
@stekenwright
Just because it worked somewhere else…
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39.3
21.3
13.0
35.2
18.7
11.7
19.5
5.6
2.8
0.0
5.0
10.0
15.0
20.0
25.0
30.0
35.0
40.0
45.0
Google Bing Yahoo!
Total audience Desktop audience Mobile audience
UK audience of search engines (millions)March 2016
Source: comScore
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Bing audience numbers in IrelandMarch 2016
Unique searchers
1m
Source: comScore
Share
8.8%
Monthly searches
15m
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Bing impressionsIn millions
11
810
911
911
1312
1113
1416 16
18
15
18
1413
1514
1617
1213
11
17
28
2526
25
28
35
0
5
10
15
20
25
30
35
40
Source: Microsoft
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Desktop89%
Tablet3%
Mobile8%
Bing monthly impressions by deviceIreland
Source: Microsoft
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Chrome49%
Safari22%
Firefox8%
Internet Explorer7%
Other14%
Ireland
Browser market share
Chrome42%
Safari30%
Internet Explorer7%
Firefox7%
Edge4%
Other10%
UK
Source: Statcounter
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Unique users in Ireland
Bing
1m
Source: Google / Bing
YouTube
1.3m
2.2m
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Mobile
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Proportion of adults with a smartphoneH1 2016
UK
71%
Ireland
80%
Sources: Ofcom / ComReg
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66.00%
68.00%
70.00%
72.00%
74.00%
76.00%
78.00%
80.00%
82.00%
APAC South America North America Europe Ireland
Smartphone users who have purchased on their phoneOct 2016 – last 6 months
Source: IAB
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23%
26%
43% 42%
34% 33%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Global average Ireland
Daily/Weekly Monthly A few times a year
Frequency of mobile purchasesOct 2016
Source: IAB
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The Irish are obsessed with their mobile phones
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A (brief) history of Google and mobileApple launches
the iPhone
2007
2010
Responsive Web Design
Google launches
1998
Google launchesits first Android
2009
2015
Mobile search
overtakes desktop
Google pays $1bn to be iPhone search default
2014
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The iPhone predates Responsive Web Designby at least 3 years
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90% of users start a task on one deviceand complete it on another
Source: Google / LukeW
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Use Resizer to see your content on different screen sizes
design.google.com/resizer
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Google, Apple, Adobe and Microsoft collaborating on variable fonts
FastCo Design / Erik van Blokland
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What’s important on mobile?
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What’s important on desktop?
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What’s important on tablet?
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Speed
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Number of 4G subscriptionsUK
Q4 2013
2.7m
Source: Ofcom
Q4 2014
23.6m
Q4 2015
39.5m
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Number of 4G subscriptions
Ireland
1.7m
Source: Ofcom
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27.3%
50.2%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Q3 2015 Q3 2016
Data generated on 4G networksIreland
Source: ComReg
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A (brief) history of Google and site speed
2010
Page speed becomes desktop ranking factor
Google launches
1998
5G
expected in UK
2020
4G
available in UK
2013
PageSpeed
Insights
2011
AMP
2016
2019
5G
expected in Ireland
@stekenwrightSource: BuiltWith
AMP adoption
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Adoption of AMPUK vs. Ireland
UK
6.49%
Ireland
5.68%
Source: BuiltWith
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65% of Irish websites use WordPress
Source: BuiltWith
@stekenwrightPageFrog.com
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AMP is awesome!?
@stekenwrightCloudflare.com
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61% improvement in Page Load speed in 30 mins
tools.pingdom.com
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At home68%
At work9%
On the go17%
In store2%
Other4%
Where are you when you search on your mobile?
Source: Think with Google
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Both at home and outside
66%
Mainly at home16%
Only at home8%
Only out of home1%
Mainly out of home9%
Where do you use the internet on your phone?
Source: Ofcom
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3%2%
7%
13%
17%
19%18%
22%
0%
5%
10%
15%
20%
25%
Midnight - 3am 3 - 6am 6 - 9am 9am - Noon Noon - 3pm 3 - 6pm 6 - 8pm 8pm - Midnight
When do mobile searches occur?
Source: Think with Google
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Conversion rateClient example
Mobile
6.79%
Desktop
4.30%
Tablet
4.57%
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24.46%
21.55%
11.49%
7.80%6.27%
3.29%2.63% 2.42%
1.49% 1.08%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
1 2 3 4 5 6 7 8 9 10
Mobile click through rateIndustry average: September 2016
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Morebranded3.com/blog/mobile-ctr
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1 2 3 4 5 6 7 8 9 10
September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%
April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Mobile click through rateBefore/after May 2016 mobile-friendly update: September vs. April 2016
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85% of all pages in the mobile search resultsmeet mobile-friendly criteria
Source: Google
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Mobile-friendly63%
Not mobile-friendly
37%
April 17th 2015
Percentage of mobile-friendly URLs in top 10 results
Mobile-friendly64%
Not mobile-friendly
36%
May 18th 2015
source: Stone Temple
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What did Mobile-Friendlyreally do?
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Traffic trendsClient example
Desktop Mobile Tablet Linear (Desktop) Linear (Mobile) Linear (Tablet)
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Mobile rate of growthClient example
0.0%
2.0%
4.0%
6.0%
8.0%
10.0%
12.0%
14.0%
16.0%
18.0%
20.0%
Feb
-13
Mar
-13
Ap
r-1
3
May
-13
Jun
-13
Jul-
13
Au
g-1
3
Sep
-13
Oct
-13
No
v-1
3
Dec-
13
Jan
-14
Feb
-14
Mar
-14
Ap
r-1
4
May
-14
Jun
-14
Jul-
14
Aug-1
4
Sep
-14
Oct
-14
No
v-1
4
Dec-
14
Jan
-15
Feb
-15
Mar
-15
Ap
r-1
5
May
-15
Jun
-15
Jul-
15
Aug-1
5
Sep
-15
Oct
-15
No
v-1
5
Dec-
15
Jan
-16
Feb
-16
Mar
-16
Ap
r-1
6
May
-16
Jun
-16
Jul-
16
Aug-1
6
Percent of mobile traffic from Google organic Percentage of mobile traffic excluding Google organic
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Mobile40%
Tablet23%
Desktop37%
Search volume by device
Search volume vs. actual trafficClient example
Mobile14%
Tablet36%
Desktop50%
Organic data sources
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Ranking positionClient example: mobile vs. desktop
-9000
-8000
-7000
-6000
-5000
-4000
-3000
-2000
-1000
0
1000
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1 2 3 4 5 6 7 8 9 10
September 24.46% 21.55% 11.49% 7.80% 6.27% 3.29% 2.63% 2.42% 1.49% 1.08%
April 30.40% 20.03% 11.81% 9.25% 5.37% 3.86% 3.03% 1.74% 1.47% 1.08%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Mobile click through rateBefore/after May 2016 mobile-friendly update: September vs. April 2016
@stekenwrightSource: Merkle
Traffic from 4th text adJune/July 2016
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What is organic competition like?
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Search landscapeFlights
54.4%
31.7%
26.8%
15.6%
15.5%
15.0%
13.1%
9.6%
8.3%
7.8%
6.0%
5.5%
5.2%
4.4%
3.0%
3.0%
2.5%
1.6%
1.5%
0.8%
www.skyscanner.ie
www.jetcost.ie
www.expedia.ie
www.edreams.com
www.tripadvisor.ie
www.cheapflights.ie
www.ebookers.ie
www.budgettravel.ie
www.ryanair.com
www.farecompare.com
www.aerlingus.com
www.lastminute.com
www.easyjet.com
www.skyscanner.net
www.cheapflights.com
www.kayak.ie
www.tripadvisor.com
www.flybe.com
www.britishairways.com
www.lufthansa.com
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23.3%
22.6%
22.5%
21.8%
18.5%
11.2%
7.1%
6.2%
5.8%
5.5%
3.3%
3.0%
1.4%
1.1%
0.9%
www.littlewoodsireland.ie
www.boohoo.com
www.debenhams.ie
www.missguided.eu
www.asos.com
www.arnotts.ie
www.riverisland.com
www.prettylittlething.com
www.forever21.com
www.marksandspencer.ie
www.next.co.uk
www.newlook.com
www.houseoffraser.co.uk
www.topshop.com
www.johnlewis.com
Search landscapeFashion
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93.1%
49.7%
34.0%
33.1%
19.7%
17.1%
11.0%
10.8%
4.2%
1.2%
1.2%
0.9%
www.mortgages.ie
www.consumerhelp.ie
personalbanking.bankofireland.com
www.ebs.ie
aib.ie
www.kbc.ie
www.permanenttsb.ie
www.bonkers.ie
www.bankrate.com
digital.ulsterbank.ie
www.irishtimes.com
www.independent.ie
Search landscapeMortgages
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Search landscapeTea
68.7%
21.5%
14.8%
10.4%
7.4%
5.6%
5.3%
4.7%
2.5%
2.3%
2.1%
1.7%
1.5%
1.3%
en.wikipedia.org
coffee.ie
www.teavana.com
www.bewleys.com
www.coffeebeans.ie
www.barrystea.ie
www.lilysteashop.ie
www.discountcoffee.ie
www.javarepublic.com
www.amazon.com
www.watermark.ie
tea-coffee.ie
www.verocoffee.ie
www.amazon.co.uk
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Links
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Localised data works best
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Don’t limit yourself to .ie domains
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Site metrics are terrible in Ireland
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Relationships with journalists and bloggers are long term
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Search in Ireland
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Agency9%
In house67%
Agency/in house22%
Not at all2%
SEO
Who does search in Ireland?
Agency26%
In house19%
Agency/in house18%
Not at all37%
PPC
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Organic search72%
Paid search12%
Referrals9%
Direct7%
Biggest sources of traffic
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Using AMP22%
Planning to implement43%
No plans to implement35%
AMP in Ireland
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Using HTTPS74%
Planning to implement18%
No plans to implement8%
HTTPS in Ireland
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Links35%
Content42%
Technical SEO14%
Something else9%
What do Irish marketers think is the strongest ranking factor?