Friday, July 14, 2006

How Search Engines Rank

I work for a company called Efficient Frontier. We manage almost $250 million in paid search advertising - by some accounts that's about 1.5% to 2% of all US paid search. Not too shabby. So, we've got a pretty good handle on traffic, we have lots of aggregated data, and we get a good overview on what's happening with conversions.

In the month of May, here's how well various websites performed - in terms of driving transactions (the ultimate measuring stick).

  • Search Engines rank this way: Google, AOL, MSN, Ask, and then Yahoo! (kind of surprising, huh?)
  • Google content is about a 1/4 as effective as Google search (not too surprising, but maybe even higher than I would have thought)
  • Shopping engines are very effective in delivering good clicks (remember, these are syndicated listings on their page)
  • Other comparison engines also work very well (kayak etc) on syndicated ads


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