Google Slips as Search Market Fragmentation Continues

Where is the traffic to your business coming from? A common fallacy among small business owners is that Google is the end-all be-all of search engine referral traffic. In a recent blog post by Greg Sterling, he shared some interesting data that shows this is not the case.

google search trafficAlthough Google is the leading source of traffic for 23 of the top 30 websites, the overall percentage of traffic to the top 30 sites is declining as Yahoo! and Bing’s share of traffic remained relatively flat.

So if Google is slipping and Yahoo! and Bing are remaining relatively constant, then what sites are picking up the slack in terms of referral traffic?

The answer is everyone else!

While Google, Bing and Yahoo! are still incredibly popular destinations for search, the intent of a searcher can cause them to use a number of different directories, search engines or mobile and navigation devices.

Looking for a specific business by name?

Then it’s likely that a searcher will turn to one of the many directory sites in the Yext Network such as WhitePages, Superpages, or Yellowbook.

Looking to explore a new city?

Reviews on sites like Yelp and tips left by Foursquare users help searchers research businesses before they actually head out on their journey.

Just need directions?

MapQuest has long been a dominant force in the direction space, but with the increase in smartphone and navigation device usage, companies like Avantar, HopStop and Cricket are undoubtedly responsible for stealing some of that market share from Google.

So where do I need my business listed?

The easy answer is everywhere! In order to make sure that your customers are finding you wherever they may be searching for your business, it’s important that your listings are correct and up-to-date across the entire internet.

Luckily for you we let you check the status of your business listings for FREE with our simple local search scorecard. Do you know how your listings appear across the internet? Check for free now!


See how your business can deliver verified answers to searching consumers, helping drive discovery and revenue.

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