Study: Yahoo! searches most effective in U.S.

Although Google still dominates the U.S. search market, Yahoo! and Bing were more effective in getting users to actually click through to another Web site, according to the latest data released by Experian Hitwise.



Google had 66.05 percent of the search market in July, while Yahoo made up 15.07 percent and Microsoft’s Bing 12.98 percent. However, as Yahoo! and Microsoft had a search deal in 2009, Bing has officially started powering Yahoo’s search results in U.S. and Canada since 2010, which made Bing-powered searches totally accounted for 28.05 percent in U.S., PCMag reported.



But which search engine can offer results users actually want? According to Hitwise, Yahoo! had the highest “success rate” – with 81.36 percent of its searches resulting in a visit to a Web site. Microsoft’s Bing followed with 80.04 percent, while Google came in third with 67.56 percent.



“The share of unsuccessful searches highlights the opportunity for both the search engines and marketers to evaluate the search engine result pages to ensure that searchers are finding relevant information,” Hitwise noted.



The firm also found that one-word searches were still the most popular, accounting for 25.32 percent of all searches, while longer searches, or those with five to eight words, gained 3 percent between June and July, PCMag reported.



Image: Experian Hitwise

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