Search engine use on the up in Ireland

27-03-2008

by Charlie Taylor

The number of Irish internet users who turn to search engines to find the information they're looking for has risen by 35 percent over the past year.

That's according to an online survey of 500 internet users which was conducted by Amarach Consulting for the second annual Search Marketing World 2008 conference, which is taking place in Dublin on Thursday.

The online poll indicates that 83 percent of Irish internet users turn to search engines in order to track down information they want, compared to 48 percent a year ago. In addition, 33 percent of search engine users said they clicked on sponsored listings, up from 15 percent in 2007.

Google was the runaway leader among search sites with a whopping 96 percent of respondents using it as their first choice while Yahoo is ranked second at 27 percent and MSN Search third at 10 percent.

One finding that may have serious implications for Irish businesses is the fact that 97 percent of respondents said that the first listing they click on is relevant.

According to a study conducted by digital media services firm Captivate Digital last year, more than half (53 percent) of leading Irish firms don't appear in the top five results in search engines based on a simple keyword search in their category.

However, the latest survey indicates that, thankfully, 88 percent of Irish internet users are prepared to dig deeper and move to the second page of results on search engines when looking for information.

According to Martin Murray, chief executive of online marketing firm Interactive Return and the conference organiser, the online survey proves that search optimisation is important to businesses wishing to reach consumers.

"Optimising your site is worthwhile as consumers are getting more familiar with search," said Murray.

However, he also noted that a third of internet users said that they did not believe that the information they found through search engine listings was very trustworthy. "In order for businesses to compete in this space it is evident that they need to do more to gain trust in the information they are delivering," added Murray.

While many indigenous firms have been slack when it comes to search engine optimisation, a report issued on Wednesday reveals that more business -- both here and abroad -- are wising up to the importance of using the internet to promote themselves.

The survey, which was conducted by Eurocom Worldwide in association with Simpson Financial and Technology PR in Dublin, reveals that four out of five tech firms have named search as the most important development in marketing over the past 10 years.