Wikipedia and CityIndex top Greenlight’s Integrated Search report for the Trading Sector

London, 14 April, 2010 - Wikipedia and CityIndex were the most visible websites to UK consumers when they went online to search for trading-related services in January 2010, reveals research by Greenlight, the UK's leading independent specialist search engine optimisation (SEO) and pay per click (PPC) consulting firm. The report, 'Trading Sector Report - Issue 1', is the agency's first piece of quarterly integrated research covering Contracts for Difference (CFDs), spread betting and stock trading services. It used industry data to identify and classify 1,200 of the most popular keywords used by consumers when they perform a search on Google. It utilised these to determine the websites, providers and brands in both natural* and paid search**, that were most visible to UK consumers when they went online to look for trading-related services.

There were 777,000 searches performed in January for trading-related keywords, a 23% increase since December 2009. Accounting for 63% of searches, Stock trading-related terms were the most searched - specifically the term 'share prices' was the most queried. This, says Greenlight, was indicative of the massive online search market for such services. Keywords relating to spread betting and CFDs accounted for 22% and 11%, respectively.

In natural search, Wikipedia was the most visible website across the board. It achieved 35% share of visibility through ranking at position one on page one of Google for 27 of the 1,200 keywords analysed.

By contrast, LondonStockExchange achieved 28% visibility through ranking at position one for 33 keywords in January; however it achieved lower visibility for the high volume driving terms, compared to Wikipedia.

Of the top 10 sites, five were information sites, four were trading companies and one was a search engine (Yahoo.com)

(Table 1 showing Greenlight's top 5 of the 60 most visible trading websites in natural search*, shows below. If you are unable to view it please contact the press office)

Table 1: Top 5 of the 60 most visible trading websites in natural search, UK

Category No. Domain Monthly reached volume Monthly missed volume % reached
Natural Search 1 wikipedia.org 270,366 507,075 35%
  2 iii.co.uk 219,402 558,039 28%
  3 londonstockexchange.com 181,765 595,676 23%
  4 moneyextra.com 164,214 613,227 21%
  5 financial-spread-betting.com 149,434 628,007 19%

Source: Greenlight

Greenlight conducted a detailed level of monitoring and analysis to determine which advertisers appeared in the paid search** space. An advertiser's share of voice is based on how often they were present in Google, which ad position they bid for, and the associated search volume for the keywords they bid on.

CityIndex was the most visible advertiser in January achieving 48% share of voice through bidding on 79 of 90 keywords at an average ad position of five. TDWaterhouse followed with 42% then gftuk.com with 40%.

Unlike the natural search analysis, all of the top 10 advertisers were trading brands. Of these companies, 9 were multi-channel platforms while one was a spread betting brand, Finspread. Moreover, the top trading sites achieved higher visibility in paid search than in natural search indicating these brands were more aggressive with paid search.

(Table 2 showing Greenlight's top 5 of the 60 most visible trading advertisers in paid search, shows below. If you are unable to view it please contact the press office)

Table 2: Top 5 of the 60 most visible trading advertisers in paid search, UK

Category No. Advertiser % share of voice
Paid Search 1 cityindex.co.uk 48%
  2 tdwaterhouse.co.uk 42%
  3 gftuk.com 40%
  4 stockbrokers.barclays.co.uk 33%
  5 igmarkets.co.uk 23%

Source: Greenlight

Please note: If you plan to run this story online, please link any references to Greenlight via the following: http://www.greenlightsearch.com/sectorreports/

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