91% of UK Searches Conducted on Google

In July 2012, 91% of UK searches were conducted on Google according to the latest research from Experian Hitwise. The data shows that Google’s is still largely dominating and increasing its hold on the UK market.

Source: Experian Hitwise

Announcing an average growth of 4.3% in visits year-on-year, Google is perfectly poised to benefit from the increase in traffic, as are many online businesses. The UK is said to be making an additional 93 million search engine visits per month compared to July 2011.

The rise in the popularity of search, coupled with an increasingly intuitive Google search engine, has meant that businesses can no longer ignore a focused approach to their SEO campaign. Digital marketing looks set to change as businesses require specialist insights into how to handle the complexity of changing search trends.

According to Experian, search habits are not just growing, but are changing also. Although short phrases still make up the majority of queries, they are on the decline. Increases in long tail search queries have made SEO strategies increasingly complex. Experian predicts that this search trend of longer queries is set to become increasingly important in UK search.