State of Search in Ireland - Stephen Kenwright - Learn Inbound - January 2017

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State of searchin Ireland

Stephen Kenwright @stekenwright

@stekenwright

Just because it worked somewhere else…

@stekenwright

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

Google

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

@stekenwrightmoz.com/followerwonk

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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?

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Thanksstephen.Kenwright@branded3.com

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