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Travel giants test new search tools

Travel giants test new search tools

Arena Quantum, Arena Media’s digital media specialist agency, has launched two innovative new tools that are the first to track and analyse the effects of Google’s Suggests facility on natural search behaviour.

Launched in March 2009, Google Suggests revolutionised how users search. The ‘predictive’ text tool means users need only type one or few letters into the search box before suggestions pop up.

Recent developments mean that suggestions appear based on a combination of geographical area, volumes of recent searches entered by other users and a user’s own personal search behaviour.

Arena Quantum’s tool has established that on average, 71% of searches for their clients involve users choosing an answer from Google Suggests (during the period measured this varied between 66 to 78%).

Given that in May, Google saw 3.9 billion searches in the UK (Comscore), this means that almost 2.8 billion searches were influenced by this facility.

The tool allows Haven to track what query was originally entered into the search box, which suggestion was finally clicked on, and how far down the list of suggestions the user clicked before being directed to the client’s site.

It works by using a bespoke script that sits behind the scenes on the client’s website. This means for each client Arena Quantum can ‘see’ all Google Suggests.

A second ‘early warning’ tool is being developed to enable an analysis of keywords to determine which need to be focused on for SEO and PPC purposes. Emerging keywords can be spotted earlier and those that are identified as important for traffic driving can then be captured for further analysis.

Matt Lovell, digital performance strategist at Arena Quantum, said: “These tools are a real breakthrough for increasing conversions and spotting emerging keywords. Haven has already seen a jump in conversions and traffic and is benefiting from keyword expansion.

“Thanks to Google Suggests, we’re seeing a change in search behaviour with people actually searching for longer phrases and keywords. Interestingly, we’re finding that the suggestions users most frequently click on are those which are date or offer led as they see them as more relevant.”


For more information contact Alison Readings or Mark Terry-Lush on 01452 760147 or

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