Their report shows that 42% of consumers are using search engines to access broker websites. Since the first release of the Broker Website Effectiveness Study in 2008, this is the most quoted data point that is often taken completely out of context.
Modem web browsers have been developed to streamline user friendliness. In the old days, consumers had to type in the exact website URL to reach a website through the browser. Any typo would result in an error message or you would be directed to a website that you had not intended to visit. To fix this problem, modern website browsers have integrated search engines directly into the URL address bar. It allows consumers to either type in the URL, or type in word or a phrase, to get where they need to go.
So, while it is true that 42% of consumers do access broker websites through search engines, that does NOT mean that brokers need to invest a lot of time or effort into Search Engine Optimization. Of the traffic coming from search engines, 75% are searching specifically for your company brand. If you take this into account, you can calculate that an additional 35% of search engine traffic should be treated like direct traffic (75% of 42%).
By reviewing the direct URL traffic and the branded search traffic the conclusion can be made that over 68% of your website visitors are accessing your website using your domain name or a keyword associated with your brand.
Article and data courtesy of The WAV Group
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