At Lijit we collect statistics on thousands of individual blogs, blog networks, and conventional online publications. For some time we have noticed that blogs that use the Lijit Search Wijit, specifically those that use the Re-Search feature, enjoy a page view lift as a result. Recently, we started digging into some of the usage statistics from our database and found some interesting trends.
In an earlier post, I spoke about the concept of “second click“. When a user enters search terms into Google or Yahoo and selects “search”, that is the first click. The large horizontal search engines own the first click.
When the reader selects a result from the list of items that Google or Yahoo has returned, that constitutes the second click. It’s the second click that leads readers to a publisher’s site. The average blog within in our network sees approximately 25% of its page views coming as a result of a referring horizontal search engine (or second click). The big search engines are a great source of new readers and page views if you can successfully hold on to that reader. The Lijit Search widget takes advantage of this situation to promote publishers’ content to readers when a blog page displays as a result of a referring search.
In our study, on a daily basis, the Lijit Search Wijit promoted a publisher’s content an average of 874 times and the content items in the re-search box were clicked on average 4% of the time. This converted to real-world page view increases, which ranged between 0% and 10% with an average of a little over a 1.5% increase.
These are all meaningful numbers in the world of publishers and subscribers. More page views results in more ad revenue and more engaged readers.
Some other interesting observations from the study… Publishers with the Lijit Search Widget above-the-fold (i.e. higher on the site) showed markedly higher second click conversion than those publishers with the Wijit installed below the fold. Publishers with information-centric sites optimized for SEO showed much greater second click impressions. Those publications that were more focused on Q&A or providing concrete information showed significantly higher second click conversions. Interestingly, higher page view publications were more likely to have a larger percent of users arrive from search engines, thereby setting up the second click scenario. Presumably, this is due to the higher page rank of these sites and the positive feedback loop that occurs as a result of this – basically, the big get bigger.
In the future I intend to dig into some of the interesting dynamics of blog networks. Blog Networks have specialty dynamics that make some of these results even more interesting and more pronounced. Stay tuned.
For now, make sure you have Re-Search turned on and your Lijit Search Wijit displayed above the fold to maximize your page views!