How can publishers receive a greater percentage of search traffic
from Google than the market share Google has in the U.S.? It’s likely
due to what I call “The Recirculation Gap” and how Google probably
“recirculates” searches back into itself less than Yahoo and Bing.
Every month for ages, it seems the same. comScore
releases a “U.S. Search Engine Rankings” report that shows Google with
around two-thirds of the market. That suggests to some that publishers
should get two-thirds of their search traffic from Google. But they
don’t. Publishers commonly report getting more than this, sometimes much
more.
This oddity is in the news again after being largely forgotten for years, because the folks at Conductor are out with a “Why You Shouldn’t Trust comScore’s Numbers for Search Engine Market Share” white paper.
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