Search Engine Optimization Statistics-2017

I have collected here statistics about search engine optimization and take a different to look at each of them. Not all data is equal and it can be used in a specific way to sell something. Some of the data is accurate but critical thinking is what I advice in all aspects of business and marketing. What you make of the data is a huge thing of it. That is why data analysts are almost in every organization.

Conversion Rate Optimization (CRO)

Only about 22% of businesses are satisfied with their conversion rates. (Econsultancy, 2016)

Personally I think it’s weird if a company is happy with the conversion rates. They should always be aiming to get them higher. You can be happy where you are currently but key to success is constant improvement.

The first position on Google search results on desktop has a 34.36% CLICK-THROUGH rate. (Advanced Web Ranking, 2015)

Of course it has the highest. It is the first result and as people are impatient they will click on it. One of the reasons why Google changed their search engine marketing in a way that ads are mixed together with the content. More clicks to ads more money to Google.

The first position on Google search results on mobile has a 31.35% CLICK-THROUGH rate. (Advanced Web Ranking, 2015)

Well….here is the same as above. Weird that it is lower than on desktop but such is life sometimes.

For every $92 spent acquiring customers, only $1 is spent converting them. (Econsultancy, 2016)

If you acquire a customer isn’t that converting them already? This statistic seems rather weird unless it is a division of how much is spent on getting them to a store or a website. Who knows.


81% of shoppers conduct online research before making big purchases. (Retailing Today, 2014)

Sales people are no longer the “gatekeepers” of information about the product or service. Every sensible person does their research before making a purchase. If only to compare prices between different shops.

44% of people go directly to Amazon to start their product searches, compared to 34% who use search engines like Google, Bing, and Yahoo to search for products. (Marketing Land, 2015)

Amazon is the giant here. They have just about everything and free delivery if you are a Amazon Prime member. Not a bad deal if you ask me. For retailers this raises two questions: To have your products on Amazon as well or to compete with Amazon in acquiring customers? When looking things in black and white.

Mobile commerce makes up 30% of all U.S. ecommerce. (Internet Retailer, 2015)

This data is from 2015. For now it has be higher. I personally look at information and sometimes purchase from mobile.

Local SEO

72% of consumers who did a local search visited a store within five miles. (WordStream, 2016)

I have personally done this as well. Having omnichannel customer experience and in it the seamless integration of offline and online world is crucial. Being present in local searches is especially important in English speaking markets due to the amount of searches done.

30% of mobile searches are related to a location. (Google, 2016)

Are you telling clearly where your business is to your customers? Do you have Google My Business-pages setup? If not I recommend you to do those if you are a retailer. It should be done yesterday!

28% of searches for something nearby result in a purchase. (Google, 2016)

People tend to check the product online and competing prices. If you are the lowest there is a high chance they go with you. Plain and simple I think.

Local searches lead 50% of mobile visitors to visit stores within one day. (Google, 2014)

When people do mobile searches near a location it is usually to find where a product or a store is. Better be present in local searches!

78% of local-mobile searches result in offline purchases. (Search Engine Land, 2014)

If people are in a store looking for product information or comparing prices it is bound to happen.

Mobile Search

More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan. (Google, 2015)

This for sure is higher currently. Majority of the online traffic is mobile after all.

49% of B2B researchers who use their mobile devices for product research do so while at work. (Google, 2015)

Who hasn’t looked at something on their phone while waiting for coffee in the break room or their lunch?

65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information. (Google, 2015)

Relevancy is the new king? If you are able to help a person they tend to remember you and keep you higher regard. This is applying to marketing today and especially content marketing.

51% of smartphone users have discovered a new company or product when conducting a search on their smartphone. (Google, 2015)

Some companies are not present on search results and are getting beaten by their competitors who are. This is plain and simple as well.

48% of consumers start mobile research with a search engine. (Smart Insights, 2016)

How else would they start? Does this mean they go to for example instead of just typing the search query to the address bar on top of the browser?

26% of consumers start mobile research with a branded app. (Smart Insights, 2016)

Like Zalando’s app which is handy when looking to buy clothes. It gives immense understanding for Zalando about their customers which they can use to optimize their marketing efforts to the top 10% who spent most.

Organic Search

Google gets over 100 billion searches a month. (Mashable, 2015)

That’s a lot. Moving on.

The average Google first page result contains 1,890 words. (Backlinko, 2016)

Better make that content long but don’t forget the quality!

50% of search queries are four words or longer. (WordStream, 2016)

Long-tail keywords are the stuff of the future! Think on how you customers would search for your product or service. When people are looking with longer queries they usually have something very specific in mind which in turn means that they are further in the purchase funnel.

61% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot, 2017)

Yes top inbound marketing priority. How about the highest marketing priority?

71% of B2B researchers start their research with a generic search. (Google, 2015)

What is considered generic? Most likely it is for example “facebook marketing” and then they will dig deeper from there on out.

B2B researchers do 12 searches on average prior to engaging on a specific brand’s site. (Google, 2014)

Having a better view of the competition and what is on the market will narrow the companies they need to approach making the process easier for them.

72% of marketers say relevant content creation was the most effective SEO tactic. (Ascend2, 2015)

People like to consume relevant content about what they are going to buy. This is a no-brainer a gain.

40% of marketers say the most challenging obstacle to search engine optimization success is changing search algorithms. (Ascend2, 2015)

Google is a company which competitive edge in search engines comes from how well they perform to you. Not to the masses. So we have to just live with these changes and best way is to create quality and relevant content to your customers.

Voice Search

19% of people use Siri at least daily. (HubSpot, 2015)

Voice search is becoming bigger and bigger part of the customer experience and search engine optimization. It is important for brands to start taking it as a serious channel to measure and optimize.

37% use Siri, 23% use Microsoft’s Cortana AI, and 19% use Amazon’s Alexa AI at least monthly. (HubSpot, 2015)

And these numbers will only keep raising with more devices supporting it. Like Google Home these days.

20% of search queries on Google’s mobile app and on Android devices are voice searches. (Search Engine Land, 2016)

People are becoming lazy to type and creating a measurement framework for voice search and optimization strategy for it is important.

60% of smartphone users who use voice search have begun using it within the past year, with 41% of survey respondents having only begun to use voice search in the past six months. (Search Engine Land, 2015)

It is becoming a viable channel for consumers and look for faster development in it for the future.

43% of mobile voice search users do so because they say it is quicker than going on a website or using an app. (Statista, 2015)

Speed is important for customer experience. One of the reason why I optimized my website’s load speed – not to lose visitors or potential business down the road.

21% of mobile voice search users do so because they say they don’t like typing on their mobile. (Statista, 2015)

Typing can take time or people don’t just like it. Consumers, as in people, will always use their preferred channel for interacting with the brands.

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