Which Search Engine Is Driving More Traffic To Your Website?

Nivo Digital

11 January 2018

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Recent data suggests that Google are still massively ruling the roost in the UK. With a 83.49% market share you can be sure this is a key target to search advertisers. But, should it be to every website?

Google UK dominance

Since I started auditing websites in 2008 I have made it part of my process to check to see where clients organic traffic is coming from. This combined with search engine ranking data will provide me, as an SEO and PPC manager, with the insights needed to form the marketing strategy. In a small number of my client audits, I have been surprised to discover that the majority of organic website traffic comes from Bing, not Google. This then allows me to form a cross PPC / SEO strategy to ensure all areas are covered in the short to long-term. From this report, I can find out:

  • How much budget should be assigned to each search engine
  • Which browser performs the best so I can make bid adjustments
  • Which platform is the most successful in driving sales in terms of PPC ROI and volume
  • If there are any issues with any device and any browser

Here are the steps so you can carry out your own website search engine audit.

How to find out which search engines are driving website traffic

Step 1

In your Google Analytics account navigate to Audience > Technology >Browser & OS

Step 2

Select the Secondary dimension drop-down button and then search for “Source / Medium” and click on the option

Step 3

Click on the “advanced” text button, then search again for “Source / Medium” and type in “organic” and Apply. 


Here you will be presented with a list of browsers and the search engines, I would suggest downloading this and filtering so you can see a detailed view of total summary of traffic. OR… I’ve done this all for you here…

>>Google Data Studio Organic Browser Report 

If you aren’t familiar with Google Data Studio, no worries, it’s super easy to create your own report. Simply make a copy of the above Data Studio Report by clicking on the below button in your browser. 

 Then you need to select a data source by clicking on the down arrow and then “Create a new data source” button. 

 Select Google Analytics from the list (making sure you are logged into the same Google account. Then select the correct Account > Property > View and then click the connect button on the top right of your screen. You should then have your report, which would look something like this: 

 Most of the data in here looks normal, however, did you spot that of the traffic received from Yahoo, 46.4% actually resulted in a conversion! You know I am going to be pushing adverts on this small but valuable channel because that’s what the data dictates! Oh and I’ve changed the size of the report to A4 size so you can print this off. This nifty Google Data Studio Report Chrome extension will turn your report into a PDF.IMPORTANT! If you or your company colleagues are regularly visiting your website this can skew your data, sometimes massively. Make sure you are filtering out your computer(s) and/or IP address in Google Analytics. Let me know if you want to find out more Google Analytics, Google AdWords, Google Tag Manager, Google Data Studio tips or tricks to boost your business, by posting comments below.