Online retail visits soar to 2.18 billion in December

Posted on January 19, 2012


The latest research from Experian is in, which reveals that there were 2.18 billion visitors to online retailers in the month of December, with Google taking the lion’s share of traffic.

The importance of search engine optimisation

Through the month, 43 percent of all hits on retailers websites were through a search engine.

For marketing departments throughout the UK, this fact shows the importance and continued reliance of well performing and clearly targeted SEO. This is even more pronounced for those times of the year when shopping experiences surges, such as with Christmas.

Commenting on these results Experian’s James Murray, one of the Market Research Analysts behind the report, backed this up, saying:

“Retailers were relying more on search traffic in 2011(and it is) dominant at these key times … it is more important than ever for marketers to optimise paid and organic search campaigns.”

The dominance of Google

The latest Search Engine and Social Analysis report also showed just how dominant Google continues to be; it was responsible for directing 90 percent of all search engine driven clicks to retailers.

Through the year, Microsoft sites such as Bing Search have gained market share, though this has been to the detriment of Yahoo. However, over the festive period, it was only Google that gained traffic, with all other search engines falling back.

Their dominance in the market has never been much of a concern to those working in SEO but, with their move to include G+ results this could well change. Running the risk of losing organic rankings in the SERPs, there is still much debate to be had over the latest update.

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