Search is the single largest traffic driver to websites, according to SimilarWeb’s Global Search Marketing Report 2016. The findings are based on billions of site visits to a global sample of websites and reflect both mobile and desktop traffic.
The report is focused on a variety of metrics surrounding paid search. It also shows the breakdown of traffic from a broader range of sources. Below, for example, is the relative share of traffic from paid search and display advertising in a variety of shopping-related categories. As a general matter, paid search generates more traffic than display except in the “general merchandise” category.
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