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Melissa Burgess
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Melissa Burgess is Director of Business Development at IMPAQT. She manages all aspects of Business Development activities ranging from partnership development to direct sales initiatives for corporate brand marketers. As a recognized expert in Search Marketing, Melissa has helped develop and execute search strategies for clients in the Retail, Pharmaceutical and CPG industries. You can contact Melissa at Melissa.Burgess@impaqt.com.

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Translating AOL’s Search Data Saga: Delving Beyond the “What” and into the “How” of the Online Giant’s Gaffe

Written on
September 6th 2006
Author
by Melissa Burgess  |
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The AOL Search blunder has turned into a three-ring circus lately. Can you count how many articles that have been published over the past two weeks that discuss the ins and outs of what people search for? Those of us that have a twinge of voyeuristic behavior in our systems undoubtedly have spent a good deal of time scanning the list to see what AOL users are searching for. Those of us that eat, live, and breathe in the Search field are finding ways to slice and dice this data in an effort to parley unique behaviors and patterns that could affect our own strategies with our clients.

However, the one area that I felt was not discussed, or written about, was HOW these people are searching. In addition to wanting to know WHAT they’re searching for, as Search Marketer, I want to know how they’re navigating the landscape of a search results page, and any other nugget of data that I can get my hands on. Fortunately for my company, I was able to knock on the door of our trusted in-house PhD and VP of Analytics to see what tid-bits of info he could dig up for me so I can share with the rest of you.

Top-Line Numbers
Over 92 days, a total of 36,389,629 individual searches were conducted; averaging about 395,539 searches per day. Of the 36+ million searches conducted, only 19,442,629 clicks were registered; 211,333 per day. This equates to roughly a 53% click-thru rate. Considering that most people refine their searches as they move their way through their search/research process, it’s interesting to note that AOL results are populated by Google. Curiosity is peaked as to the reasons why the “success” rate of a given search, or clicks, is only 53%.

Should we interpret this as that a little more than a half of all searches are successful in producing relevant results for a searcher to click? Interesting concept seeing as Google is touted as the most relevant results. However, relevancy is in the mind of the searcher; and in the search box too. Depending on the searcher mindset, time of day, at work or at home, ancillary distractions, etc, it’s a random cornucopia of reasons as to why a little more that half of a searchers produce a click on a search listings, take your pick.

However, as a search marketer, inquiring minds want to know WHY 47% of all searches didn’t result in someone clicking on a search listing (paid or organic). First reaction might be that the title and descriptions didn’t clearly communicate the value proposition to the searcher as to why they should click on a listing. Or, did the copy associated with the paid search ads not convey the right message? Much of this might have to do with poor Search management stemming from generic copy, ill-advised match-typing, improper bid management practices, or poor SEO best practices.

So Where are Users Clicking?
Of those 53% of clicks, we were curious to find out where users were clicking on a search result page. We found that approximately 75% of clicks were in search positions 6 or higher (1-6), and approximately 54% of clicks occur in positions 2 or higher (1st or 2nd position). As a Search Marketer, these are key statistics for us in determining a multitude of Search strategies such as bidding strategies, keyword cost thresholds, and SEO tactics and recommendations.

With over 75% of clicks occurring on positions 6 and higher, the importance of our work to our clients becomes that much more important. The fickleness of searchers and their behaviors and patterns affects how we think, plan, strategize, budget, and optimize every part of a Search campaign. If your Search marketing agency is not thinking of your campaign in this way, time to make a change.

While the debacle of the data leak might be a heavy PR crisis nightmare for AOL, it should be a blessing for the Search Marketing community. Yes, we may take pleasure in the oddness and obscurity of the actual searchers, but take heed in the “how,” and understand that this small sub-set of data could have a large impact on your Search efforts.



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Reader Comments.

My favorite entry in the AOL search database is: “Why is my husband sucking my arm?”

Posted by Matt Robson | 3:53 pm on January 16, 2008.

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