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“While Google does command anywhere from 45 to 80% of automotive traffic, this figure varies by region and leaves out a large portion of consumers who aren’t using Google,” says Swickard. “Other search engines such as MSN and Yahoo! have made great strides in forging partnerships with telecommunications giants such as AT&T. In some markets, every AT&T DSL modem installed will default the consumer to Roadrunner or Yahoo!”

“It’s a global myth that Google rules the world,” says Noble. “In major metropolitan areas, this may be the case, but in Middle America, it really starts to change. More users have AOL, MSN and Yahoo! It’s really important to pay attention to where your leads are coming from. Why spend money on your third-rated search engine? If the majority of leads are coming from another search engine, then dealers should leverage their dollars on that site.”

Source: Ward's Dealer Business (online):

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Comment by Paul Rushing on August 14, 2008 at 10:47am
Search engine traffic can be very regional at times. In my area Comcast is the cable provider for the three largest metro we serve. But guess who powers their search? The big G same as AOL...

If you are talking about SEM instead of SEO you can experience great result from 3rd tier provider, speaking from an arbitrage standpoint. and comes to mind. While yahoo's and msn's content network is very lacking in delivery and number of publishers.

From an optimization stand point if you concentrate on maximizing results in Big Brother (read google) then the other will deliver traffic as well.

There is a reason why the G provides great volume. It has to do with the user experience. Their search portal does just that, allows people to search without all of other BS and advertising detracting from it's main function. Allowing users to find what they are looking for. There is a lot that can be learned from this, from web design to customer interaction. Give customers what they are looking for in the fastest way possible.

Paul Rushing

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