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Mike Lieberman, CEO and Chief Revenue ScientistTue, Jul 25, 2017 5 min read

5 Eye-Opening Statistics about Searcher Behaviour

{}To make good decisions, business owners need access to high-quality data. When it comes to search engines, that data can be hard to find. Google and other major search engines don’t tend to provide much data about how searchers use their services. Without that data, it’s difficult for you to target those searchers and get your business found online.

Thanks to clickstream data providers, some interesting data about searcher behaviour has finally been revealed. With this information, you can make smart marketing decisions for your business. Here are five eye-opening statistics about searcher behaviour.

1. Many Users Search Infrequently

How often do you think the average internet user performs a search? You’ll probably be surprised. Out of millions of active internet users in the United States, only 15 percent do one or more searches a day. Nearly half perform at least one search in a week, while 68 percent perform one or more searches a month. That means many active internet users aren’t turning to search engines.

What does that mean for your business? You have to think about other ways to reach these people. Social media is one way. Seventy-nine percent of active internet users are on Facebook, and about three-quarters of those users check the site every day.

2. Google Image Searches Are Very Popular

When people use search engines, they don’t just search for web pages. Often, they search for pictures using Google Images. A whopping 26.79 percent of all searches in the United States happen on Google Images.

If you’re not optimizing your images for Google Images, you could be missing a great opportunity to be found by potential customers. Choose informative image names to help Google understand your images’ content. Use unique images, not stock images, to boost your chances of getting ranked in image search.

3. Not Everyone Is Using Google

Google is the dominant search engine, but don’t make the mistake of assuming nobody uses anything else. A surprising number of searchers are using alternative search engines. Together, Yahoo and Bing make up nearly five percent of searches. While that may seem insignificant, remember there are millions of active web users.

SEO tactics are similar between search engines, but there are a few differences. While Google doesn’t use meta keywords and descriptions to rank sites, Bing and Yahoo do. Also, Bing and Yahoo use social shares to rank websites. If your company is getting social shares, you’ll probably rank higher in these two search engines.

4. Searchers Are Phrasing Queries as Questions

Many searchers are now using their mobile phones to perform searches. When people use mobile devices, it can be easier to conduct voice searches than to type on tiny screens. This means search queries are becoming more conversational. Eight percent of search queries are now phrased as questions.

Since people are now phrasing queries as questions, companies need to think about keywords the same way. Keywords should be longer and more conversational to mimic the way people are searching. When customers call you, record the exact phrases they use to ask their questions. This can help you determine appropriate keywords.

5. Searchers Are Using Longer Queries

In the early days of the internet, searchers could type in short keywords and find the websites they were interested in. Today, there are way too many websites for that to work well, so searcher behaviour has changed. Searchers now use an average of three words in their queries. About one-sixth of searchers are using queries that are six words or longer. By entering these longer queries, searchers can find exactly what they want.

Since searches are getting more specific, marketers should do the same. Instead of using a generic or broad strategy, be as specific as possible. Find a specific niche for your business, and answer the specific questions your audience is asking. This is part of how to adapt to the new way customers buy.


Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.