Are Search Queries Becoming Even More Unique? Statistics from Google

2:56 pm in PPC Marketing Blog by brad

One of my favorite numbers that Google published in November, 2008 is:

“20% of the queries Google receives each day are ones we haven’t seen in at least 90 days, if at all?” – source.

That number has stood alone for for quite some time being one of the defining numbers of just how unique keyword queries can be.

I just got permission to publish a new number that Google included in a presentation they sent me:

20% of searches each day are new or haven’t been completed in the last 6 months

Now, it is possible that these queries were that unique all along; but think about that number. 1 in 5 searches conducted on Google either haven’t been done before, or at least haven’t been conducted in the last six months. That’s strengthens the usefulness of the new match type: modified broad match.

In the same presentation there is another stunning stat:

70% of queries have no exact-matched keywords

PPC marketers often talk about the usefulness of exact versus broad match, and I believe many of them. It’s not the lack of marketers using exact match as much as the large variety of search queries that occur. This stat does look at all queries and doesn’t just examine commercial queries. However, regardless of your interpretation – it’s a big number.

According to Hitwise (March 2010 stats) approximately 65% of queries are one to three words; which means roughly 35% of queries are longer than three words. According to the last stat from this Google slide:

54.5% of user queries are greater than 3 words

There is a large discrepancy between Hitwise’s 35% and Google’s 54.5% number. These numbers are based upon Google US Internal data – so I’d expect them to be accurate for However, it is possible that Yahoo and Bing see shorter queries making Hitwise’s numbers accurate across all search properties.

If you want to see the slide, here’s an image:


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