Search Grows, But Instant Search May Have Cooked The Numbers

As colder weather settles across the US, search engine volume begins its seasonal climb that will peak during the holiday season.

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Measurement firm comScore released its monthly Search Engine Rankings this evening and reports the number of US search queries climbed to 17.6 billion, a 4% increase over August’s totals with one fewer day.  Google’s share continued a steady climb and remains the market maker with a 66.1% marketshare.

The data behind these measurements is likely changing because of the Yahoo-Microsoft alliance.  The numbers may be further skewed by Google’s new Instant Search feature.    comScore says they’ve adjusted their counting methodology and will now count a page of search results that remains displayed for 3 seconds as another search even if the person using the search engine continues typing.

Measurement systems like comScore’s or TV ratings are often done on a “panel” basis where a particular set of users represent all users.  This is scientifically sound analysis.   It works.  And had there only been one major change this summer, tonight’s numbers might be more illuminating.

After looking at the data, I’ve decided that I want to see at least another month or two of data before completely understanding how much Instant Search is influencing the size of the market and Google’s share of that market.  For now,  the most illuminating data is that Yahoo! search queries fell from 2.72 billion to 2.68 billion.     Even when looking at the June and July numbers, which were lower for Yahoo!, it’s clear that the #2 player is fading fast.

We’ve written many times about the US search market becoming a duopoly with two major players.  Until a Facebook partnership is created with one of them, the search marketing continues crawling to that level.  Your takeaway as a small business leader is to remain aware that Yahoo!’s role as an independent, major search player is ending.

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