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Amazon leads as paid search advertiser on Google UK

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By Ishbel Macleod, PR and social media consultant

February 28, 2013 | 3 min read

A Searchmetrics study has found that Amazon.co.uk is the site mostly likely to be seen in paid search ads on Google UK, while Wikipedia leads in terms of organic searches.

The research by the search and social analytics software company found that retail, price comparison and travel brands led the paid search list; while social media and news sites dominated the organic list.

Marcus Tober, CTO of Searchmetrics, said: “As you’d expect, the list of the top 20 sites in paid search mostly includes sites that can benefit directly from online sales.

“The Paid Visibility score that we used to create the list reflects the advertising activity of a domain on Google UK. Changes in Paid Visibility could result from budget increases or decreases and you could probably assume that the higher the Paid Visibility score, the more budget a domain is spending on Google AdWords campaigns. Many online companies plan paid search campaigns hand in hand with their organic search marketing efforts - often turning to paid search to keep their traffic stable in the wake of fluctuations in the organic search results.”

Top 20 most visible paid search advertisers on Google UK

Domain Average paid visibility score

1 amazon.co.uk 408,544.71

2 ask.com 172,309.45

3 booking.com 121,443.82

4 ebay.co.uk 85,961.57

5 johnlewis.com 78,296.92

6 supaprice.co.uk 60,021.29

7 moneysupermarket.com 59,900.10

8 virginmedia.com 56,989.61

9 marksandspencer.com 53,630.00

10 argos.co.uk 50,494.27

11 travelrepublic.co.uk 49,476.14

12 apple.com 47,896.35

13 laterooms.com 40,819.57

14 onthebeach.co.uk 39,561.94

15 t-mobile.co.uk 38,764.41

16 debenhams.com 38,066.84

17 google.com 37,390.22

18 netflix.com 35,147.41

19 expedia.co.uk 34,756.02

20 tesco.com 34,650.29

Top 20 most visible sites in organic search on Google UK

Domain Average SEO visibility score

1 wikipedia.org 14,647,257.45

2 bbc.co.uk 3,356,357.41

3 facebook.com 2,569,029.43

4 imdb.com 2,267,828.00

5 twitter.com 2,151,814.59

6 amazon.co.uk 2,002,721.00

7 guardian.co.uk 1,905,803.29

8 youtube.com 1,813,435.80

9 yahoo.com 1,789,584.18

10 google.com 1,301,060.82

11 apple.com 1,231,291.90

12 dailymail.co.uk 1,177,269.25

13 telegraph.co.uk 1,033,977.37

14 ebay.co.uk 956,818.78

15 blogspot.com 752,477.68

16 about.com 689,293.35

17 tripadvisor.co.uk 657,325.76

18 myspace.com 606,653.51

19 direct.gov.uk 545,640.20

20 google.co.uk 524,797.45

The list was developed using Searchmetrics‘ SEO visibility score for Google UK.

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