As a rough estimate, people click through a Google Search result 36,000 times per second or more. This estimate is based on two things. First, new research from Jumpshot featured on Moz found that approximately 60 percent of search queries on Google Search lead to one or more clicks. Second, Search Engine Land reported that Google handles at least 60,000 search queries per second.

Getting click-throughs from search boils down to two essential steps. The first step is to understand how consumers use Google Search and other leading search engines to find your site and the sites of your competitors. Then, you can use what you learned to optimize your landing pages as well as your organic and paid presence on the engines.

In this article, we’re going to look at how Jumpshot’s Search Feeds can help you with step one, where you are analyzing Google search data and search data from other leading search engines in order to form an understanding of the consumer search behavior that drives your business.

View comprehensive consumer search behavior in detail

As a provider of clickstream data, Jumpshot has access to every search query entered by its 100-million panel of consumers along with all the downstream actions that follow each query. This data goes all the way back to January 2014. Jumpshot’s two Search Feeds, Search Feed – Clicks and Search Feed- Searches, take detailed search data in the clickstream and allow it to be extended to any system in the form of a data feed that’s refreshed every 24 hours.

This makes it possible for marketers and technology companies to use clickstream-based search feeds in their own systems. For example, Moz works with Jumpshot to incorporate clickstream data into it’s Keyword Explorer as well as into multiple keyword-based metrics in Moz Pro. Similarly, large advertisers can use Jumpshot’s search feeds to incorporate consumer search data into their proprietary company tools and dashboards.

Study consumer search queries by volume

If you’re frustrated by (not provided) keyword data, Jumpshot’s Search Feed – Searches is just what you need within your SEO tools, dashboards, or analytics tools. This feed shows you the exact keywords that consumers enter on the leading search engines by volume. It allows you to view query volume by search engine, device, date, user demographics, location, and more.

Date
Keyword
Queries
Gender
State
Age Group
20160814 blue running shoes 164 Female TX 18-24
20160814 blue running shoes 282 Male CA 18-24
20160814 blue running shoes 1,029 Female CA 18-24
20160814 blue running shoes 987 Male CA 18-24
20160814 blue running shoes 901 Female NY 18-24
20160814 blue running shoes 863 Male NY 18-24

 

This feed is all about consumer insights because it helps you better understand consumer interests and intent. For example, it can be used to follow keyword search volumes over time, detect keyword trends, and benchmark search engines by search volume for some or all keywords in order to better allocate your time and budget by engine. It can also be used to filter keyword volumes by user information, such as socio-demographics, device, and geo-location. This allows you to investigate things like what your target audience is searching for on desktop and mobile devices.

Identify opportunities to gain more search traffic

Jumpshot’s Search Feed – Clicks connects every search query to what happens next so that you can analyze the full path that searchers take from query to click to landing page. This helps you gain a better understanding of your competitive search landscapes, as well as pinpoint opportunities to get a larger share of search traffic. The level of detail in the feed lets you view the data by the dimensions you care about, including the destination landing page, device type, browser, search engine, time of day, user demographics, location, and more. It also tells you the type of result clicked on, paid or organic.

Date
Keyword
Click Type
Landing Page
20160814 blue running shoes Paid zappos.com/blue-running-shoes
20160814 blue running shoes Paid store.nike.com/flex-2016-rn-womens-running-shoes
20160814 blue running shoes Organic footlocker.com/keyword-womens+running+shoes
20160814 blue running shoes Paid amazon.com/s?rh=n%3A679286011
20160814 blue running shoes Organic dickssportinggoods.com/products/blue-running-shoes
20160814 blue running shoes Organic www.adidas.com/us/blue-running
20160814 orange running shoes Paid zappos.com/orange-running-shoes
20160814 orange running shoes Paid store.nike.com/flex-2016-rn-womens-running-shoes
20160814 orange running shoes Organic footlocker.com/keyword-womens+running+shoes
20160814 orange running shoes Organic amazon.com/Shoes-Orange-Men/
20160814 orange running shoes Paid dickssportinggoods.com/orange-running-shoes
20160814 orange running shoes Organic adidas.com/us/orange-running
20160814 orange running shoes Organic shoebuy.com/orange-mens-running-shoes.htm

 

This feed is all about getting the insights you need to grow traffic. It tells you which search impressions convert into clicks and how those clicks are distributed across the web. For example, it can be used to identify the keywords that drive the most clicks as well as view paid vs. organic clicks by keyword, keyword group, website or destination landing page. It can also be used to benchmark search programs across sites, see every domain that received a click from a keyword to compare keyword share of voice, and filter keyword clicks by user information, such as socio-demographics, device, and geo location.

In short, Jumpshot’s Search Feed – Clicks helps you prioritize which keywords to focus on by traffic potential.

Bottom line: Consumer search behavior can help you understand consumers and optimize your SEO and SEM strategy. Google’s (not provided) keywords and Keyword Planner limitations are two hurdles to getting this information, but there are others. Jumpshot’s search feeds get you over all the hurdles by providing comprehensive consumer search behavior in detail. This allows you to examine search data by dimensions that are meaningful to your business.