Search Engines Drive Traffic to Car Sites
Search Engines Driving Traffic to Car Sites
8 Sep 2005
Search engines are more and more driving traffic to car-related websites, with nearly 21 percent of visitors to such sites - those of manufacturers as well as third parties - in June having been taken there via search engines, according to a new study by Yahoo Search Marketing and analytics company Compete, reports MediaPost. In July 2004 that proportion was 17.5 percent.
"As search in general is increasing on the web, automotive search is growing significantly," Don Aydon, automotive category director for Yahoo Search Marketing, is quoted as saying.
The vast majority - 20.5 million - of the 25 million or so monthly visitors to car sites went to third party sites such as Kelly Blue Book, and 8.9 million visited manufacturers' sites (some visited both types). Nearly half (46 percent) of those using car names wound up on third-party sites, suggesting that those sites are purchasing brand keywords.
The largest share of car-related searches - 36 percent - used third-party brand names, such Edmunds. Carmaker names (e.g., Ford) accounted for 26 percent. General terms (e.g., SUV) accounted for 21 percent. And 17 percent were for specific cars, such as Toyota Camry.
Search Engines Driving Traffic to Car Sites
8 Sep 2005
Search engines are more and more driving traffic to car-related websites, with nearly 21 percent of visitors to such sites - those of manufacturers as well as third parties - in June having been taken there via search engines, according to a new study by Yahoo Search Marketing and analytics company Compete, reports MediaPost. In July 2004 that proportion was 17.5 percent.
"As search in general is increasing on the web, automotive search is growing significantly," Don Aydon, automotive category director for Yahoo Search Marketing, is quoted as saying.
The vast majority - 20.5 million - of the 25 million or so monthly visitors to car sites went to third party sites such as Kelly Blue Book, and 8.9 million visited manufacturers' sites (some visited both types). Nearly half (46 percent) of those using car names wound up on third-party sites, suggesting that those sites are purchasing brand keywords.
The largest share of car-related searches - 36 percent - used third-party brand names, such Edmunds. Carmaker names (e.g., Ford) accounted for 26 percent. General terms (e.g., SUV) accounted for 21 percent. And 17 percent were for specific cars, such as Toyota Camry.
