| News & Media - Print Websites Grow 17.6 Percent Year-on-Year |
Hitwise, the leading online competitive intelligence service, announced that News & Media - Print websites have experienced solid growth, increasing market share of visits by 17.6 percent comparing April 2007 and April 2008. Visits to the online News & Media - Print industry reached a 3-year high in April 2008, accounting for 2.44 percent of all visits by Australian Internet users.
The leading News & Media - Print websites in April 2008 were Sydney Morning Herald with 14.25 percent share, followed by The Age (10.39%), Herald Sun (5.81%), The Daily Telegraph (3.62%), and The Australian (3.4%).
Google Australia was the leading traffic driver to News & Media - Print websites, accounting for 13.34 percent upstream traffic in April 2008. The ninemsn website followed at 2nd position with 3.11 percent, and Facebook at 5th position with 2.76 percent.
News aggregator website Digg has achieved steady growth over the past two years, increasing by 120.8 percent in the online News & Media industry, comparing April 2006 and April 2008. Digg was ranked 18th in the News & Media parent category and top in IT Media in April 2008.
The Hitwise Fast Moving Search Terms report reveals that popular search terms to drive traffic to News & Media - Print websites for the week ending 17 May 2008 included 'jessica jacobs', 'china earthquake', 'sex in the city', and 'indiana jones'. News & Media website owners are increasingly using pay-per-click search marketing strategies to increase traffic from topical search terms.
Households from the Hitwise Lifestyle Mosaic Australia 2008 Group, "Young Ambition" - educated and high-earning young singles and sharers in the inner suburbs - were 75 percent more likely than the population average to visit News & Media - Print websites for the 12 weeks ending 10 May 2008. This group is also 145 percent more likely to consume national papers offline Monday to Friday.
Australian Visits to News & Media - Print Websites
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| Search Marketing: Focus on What's Really Important |
When researching keywords for both Search Engine Optimisation (SEO) and
Pay Per Click (PPC), it's possible to fall into the trap of chasing volume rather than quality.
Having a large volume of traffic to a website is generally good, but there are some other metrics that will have a larger impact on your business, such as:
- ROI (Return on Investment).
Consider the two hypothetical websites pointed out in the table below.
Initially, it's easy to think that Website A is outperforming Website B due to the higher number of visits it gets on a weekly basis. A closer analysis of the numbers paints quite a different picture:
Website A = 100,000 x 0.02 x $45 = $90,000
Website B = 30,000 x 0.08 x $45 = $108,000
If Website A was to increase its conversion rate by just 1%, that would mean an extra $45,000 per week in sales. To increase that revenue by the same amount without improving the conversion rate, Website A would need another 50,000 visitors a week.
The team at Hitwise Search Marketing Services are experts at helping you not only target the right type of visitors that are looking for your product or service, but also helps in helping you refine your website to increase your conversion rate.
In the coming weeks we'll look at what factors affect your conversion rate and how to optimise them.
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| 1. |
Website A |
100,000 |
2% |
$45 |
| 2. |
Website B |
30,000 |
8% |
$45 |
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| Using Hitwise Search Terms to Relaunch Your Website |
By using Hitwise Search Term reports for your website's relaunch or refinement, you can prioritise content to add to your website by analysing the search terms that your consumers are looking for, but may not be finding on your website. Furthermore, you can identify search terms that are working for competitors that might also be good sources of traffic to your website.
For example, Taste.com.au, the leading website in the Hitwise Food & Beverage - Lifestyle & Reference industry in April 2008, derives significant volumes of traffic from recipe search terms, including 'pumpkin soup', 'pancake recipe', 'chicken recipes', 'apple crumble' and 'anzac biscuits'. Online publishers can use this information to determine search terms that are driving traffic to their competitors, and to inform their own content planning.
For Hitwise clients who would like to discuss Hitwise Search Terms further, please contact Hitwise Customer Support, or visit the Hitwise University and review the Using Hitwise to Relaunch Your Website white paper.
To learn more about Hitwise data and Hitwise Search Intelligence™, download the Hitwise Search Intelligence™ Fact Sheet.
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| 1. |
taste |
2.43% |
| 2. |
taste.com.au |
1.47% |
| 3. |
taste.com |
0.96% |
| 4. |
pumpkin soup |
0.86% |
| 5. |
recipes |
0.69% |
| 6. |
pancake recipe |
0.55% |
| 7. |
www.taste.com.au |
0.54% |
| 8. |
pumpkin soup recipe |
0.52% |
| 9. |
soup recipes |
0.43% |
| 10. |
chicken recipes |
0.42% |
| 11. |
apple crumble |
0.38% |
| 12. |
anzac biscuits |
0.37% |
| 13. |
scone recipe |
0.37% |
| 14. |
banana bread |
0.28% |
| 15. |
sheperds pie |
0.27% |
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| Industry Search Terms Report for Sports - AFL Football |
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The following report lists the most popular terms typed into a search engine over the 4 weeks ending 03/05/2008 that resulted in traffic to websites classified by Hitwise within the 'Sports - AFL Football' industry. For example, the most popular search term was 'afl' representing 13.13% of all search terms that delivered users to websites classified by Hitwise in the 'Sports - AFL Football' industry.
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| 1. |
afl |
13.13% |
| 2. |
afl.com.au |
1.34% |
| 3. |
big footy |
1.19% |
| 4. |
afl ladder |
1.04% |
| 5. |
bigfooty |
1.03% |
| 6. |
www.afl.com.au |
0.75% |
| 7. |
afl dream team |
0.72% |
| 8. |
sydney swans |
0.68% |
| 9. |
edfl |
0.68% |
| 10. |
afl results |
0.67% |
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| Reader's Digest - www.sweepstakes.com.au |
The Reader's Digest - Sweepstakes.com.au website provides information about lotteries hosted by the magazine, as well as details of recent winners and prize lists. A fast mover in All Categories during the 4 weeks ending 10/05/2008, this website moved up 1835 places to rank 995 and increased its market share of visits by 204%.
Social networking website Bebo (www.bebo.com) drove 44.28% of upstream traffic share to The Reader's Digest - Sweepstakes.com.au in the week ending 10/05/2008, followed by email service Yahoo!7 - Mail (mail.yahoo.com.au) and portal frontpage Yahoo!7 (au.yahoo.com) with 9.69% and 9.38% respectively. Of www.sweepstakes.com.au's total upstream traffic, 74.09% consisted of new visitors.
The Hitwise Lifestyle Demographics tool provides insights into households that have the propensity to visit competitor websites. Based on the 12 week period ending 10/05/2008, of the 11 Mosaic Australia 2008 Groups, 18.93% of traffic to www.sweepstakes.com.au came from 'Community Disconnect' users (older blue-collar workers and retirees in country and coastal locations) and 15.55% of traffic came from 'Family Challenge' users (mixed family forms with stretched budgets in outer suburbs).
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| Men Happy to Ask for Directions Online |
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Online mapping websites are increasingly becoming the reference of choice for directions and route planning, with visits to the Travel - Maps industry increasing by 61% year-on-year as of April 2008. Despite the common belief that men are much less willing to ask for directions than women, online figures suggest otherwise. Demographic data indicates that men are almost as likely to need directions as women, with men making up 46.89% of visits to Travel - Maps websites during the twelve weeks ending 10/05/2008.
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| Aviation - Commercial Airlines |
| This category includes all commercial airlines, including aircraft charter companies, helicopter services operating a commercial venture. The data below is based on All sites - Weekly rankings for the week ending 03/05/2008 - Ranks by 'Visits' |
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| 80.3% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
52.20% |
| 2. |
Search Engines |
25.04% |
| 3. |
Travel |
22.04% |
| 4. |
Aviation |
14.47% |
| 5. |
Transport |
13.94% |
| 6. |
Commercial Airlines |
13.20% |
| 7. |
Email Services |
12.08% |
| 8. |
Business and Finance |
8.31% |
| 9. |
Portal Frontpages |
6.39% |
| 10. |
Social Networking and Forums |
5.84% |
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| 1. |
Travel |
40.90% |
| 2. |
Aviation |
26.61% |
| 3. |
Computers and Internet |
25.58% |
| 4. |
Transport |
23.92% |
| 5. |
Commercial Airlines |
21.95% |
| 6. |
Business and Finance |
11.26% |
| 7. |
Search Engines |
9.45% |
| 8. |
Shopping and Classifieds |
8.44% |
| 9. |
Agencies |
8.07% |
| 10. |
Rewards and Directories |
4.63% |
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