The Internet: One Big Marketing Channel

Putting the Consumer First in Online Search Marketing

When you design a website or craft an advertising campaign, the first thing that should shape your decisions is the person who will eventually click on your link. The Internet has become an all‑in‑one marketplace, and search engines are the primary gateway for most consumers. Without a clear grasp of how those users behave, even the most polished creative will fail to generate results. This is why, early in my research, I turned to recent studies on search‑engine usage and decided to speak with Gord Hotchkiss, President and CEO of Enquiro, a firm that has spent years collecting and analyzing data on how people search for information online. Gord’s experience spans marketing, data science, and product strategy, giving him a unique perspective on the intersection of technology and human behavior.

During our conversation, Gord emphasized a point that many marketers overlook: the Internet is not just a technical platform; it is a communication channel. “The biggest thing is to not forget that the Internet is a marketing channel aimed at the consumer,” he told me. His advice was simple but powerful. Rather than jumping straight into keyword research or building a fancy responsive site, you need to start with a customer‑centric strategy. This means asking: who are we speaking to? What are their needs, pain points, and motivations? How do they phrase the questions that bring them to search engines? Once you answer those questions, the rest of your tactics - SEO, paid search, social advertising - fall into place more naturally.

Gord’s own career path illustrates the importance of marketing fundamentals. Though he now works primarily in technology and data, he admitted that it was only after reviewing the latest search‑behavior reports that he remembered the core principles of marketing. “It took me back fifteen years to the fundamentals,” he said. “I slapped my head and went, well, of course! That’s how we get results.” The lesson is clear: whether you’re a designer, developer, or analyst, a basic understanding of marketing concepts - audience segmentation, value proposition, messaging hierarchy - enables you to align technical solutions with business objectives.

The conversation also touched on the diversity of search behavior across different demographic groups. Some people use search engines in a very exploratory way, clicking through many results, while others use it as a quick shortcut to a known brand or product. These variations have tangible implications for ad placement and content strategy. Gord cautioned against making assumptions based on limited data. “We don’t have enough research to declare any findings conclusive,” he said, referencing a study from SEEKS that found more experienced users were less likely to click on paid listings. The takeaway is that search advertising should not be blindly targeted at a single segment; instead, you should test and refine based on real user interactions.

Another point of discussion was the relationship between education level and ad engagement. Gord noted that “more educated people tend to click on paid listings less.” However, the volume of paid clicks still remains significant for search engines. Google’s revenue, for example, was close to a billion dollars in the early 2000s, largely driven by AdWords and AdSense. The numbers demonstrate that a considerable portion of the audience does engage with paid results, and that paid search remains a viable channel when approached thoughtfully.

Gord also shared his observations about how user behavior is evolving over time. He suspects that click‑through rates for paid results have risen slightly over the past few years, although he admits there is no definitive historical data to back up this trend. Still, he recommends that marketers keep an eye on their own performance metrics rather than relying solely on industry studies. If your CTRs are creeping up, it may signal that your paid campaigns are resonating more with the audience.

The discussion extended beyond the technicalities of search. Gord highlighted the need for continuous learning. Enquiro plans to release new studies every few months, with the next one focusing on business‑to‑business search behavior. This iterative approach, he says, helps marketers stay ahead of changes in how people use search. “We think it does everyone good if they get access to this kind of information,” he noted. Sharing insights, engaging with peers, and staying curious are key to building a marketing strategy that truly connects with consumers.

If you’re looking to get deeper into the conversation, WebProWorld hosts an active discussion thread where professionals exchange ideas and data. Whether you’re a seasoned marketer or a newcomer to the field, participating in such communities can help you refine your strategies, test new hypotheses, and stay informed about the latest trends in search behavior.

Key Findings from Enquiro’s Search Behavior Studies and What They Mean for Marketers

Enquiro’s latest research into search engine usage has shed light on several nuanced aspects of user interaction that can transform the way marketers approach paid search. One of the most striking insights comes from the SEEKS study, which examined how experience level and education impact the likelihood of clicking on paid search results. The data revealed a consistent pattern: users with higher search experience and greater educational attainment were less inclined to engage with sponsored links. While this trend might tempt marketers to shift budgets toward less experienced audiences, Gord Hotchkiss advises caution. “We haven’t done enough research to make that a definitive strategy,” he cautions. Instead, he recommends using these insights as a starting point for segmentation experiments rather than a rulebook.

The implications for ad placement are clear. Paid search campaigns should not be treated as a one‑size‑fits‑all solution. Instead, they need to be calibrated to the specific behaviors of each audience segment. For instance, if you’re promoting a complex B2B solution, your target demographic may include highly educated professionals who are already adept at filtering search results. In this case, you might focus on premium positioning, using compelling ad copy that highlights unique value propositions rather than relying on generic click‑through tactics.

Another revelation from Enquiro’s data is the evolving willingness of users to click on paid results. Gord speculates that over the past few years, click‑through rates for sponsored listings have seen a modest uptick. This shift could be driven by a number of factors: improved ad relevance, the proliferation of mobile search, or the normalization of paid results within search SERPs. While the evidence is anecdotal at this stage, the trend underscores the importance of continually monitoring performance metrics. If your paid search campaigns are seeing higher CTRs, you might consider increasing your ad spend to capture a larger share of that growing opportunity.

Google’s revenue figures provide further context. In 2003, the company generated nearly a billion dollars in advertising revenue, a figure that has since exploded. Even with the observed decrease in paid ad engagement among certain demographics, the sheer volume of paid traffic still offers a fertile ground for marketers. This reality means that search advertising remains a critical component of many digital marketing stacks, regardless of how consumer habits shift.

Gord also pointed out that search marketing is just one piece of a broader strategy. A truly effective campaign requires an integrated approach that includes organic search optimization, content marketing, and social media engagement. The key is to maintain a consumer‑first mindset across all channels. This means consistently asking: does this touchpoint meet the user’s need at this point in their journey? If the answer is no, adjust the creative, placement, or even the channel entirely.

Looking forward, Enquiro’s commitment to ongoing research signals that the conversation around search behavior is far from finished. By releasing new studies every three to four months, they aim to keep marketers equipped with the latest data. The next study is set to explore B2B search patterns, which could reveal additional nuances about how professionals use search to solve business problems. For marketers, this means staying tuned to research releases, applying findings to your campaigns, and being prepared to iterate as user behavior evolves.

For those who want to engage with the data in real time, WebProWorld hosts a discussion forum where analysts, designers, and marketers share insights and ask questions. By participating in these conversations, you can gain a deeper understanding of how search behavior studies translate into actionable tactics. In turn, you can refine your paid search strategies, adjust your targeting parameters, and ultimately drive better results for your business or clients.