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14-Sep-2019 13:40

It gets even worse when we compare the data from Spy Fu. Of those keywords, Match ranks on page 1 for 4,493 of them.

That leads to about 3.51M monthly clicks on Match results.

Match's social media traffic makes up 3.4% of its total website traffic. Its social media traffic makes up 0.8% of its total website traffic — a number so small it doesn't even appear on our chart above. This combination should mean that both e Harmony and Match have the ability to get a large percentage of traffic from the social platforms.

The truth is, as you can tell from the numbers above, they're both terrible at driving traffic from social.

What we found was that social media presents a huge opportunity for e Harmony.

Let's set the stage to give you an understanding of the traffic breakdown for both websites: The main things to take away right off the bat is that both websites do well with direct traffic. VRBO, e Harmony has an advantage in nonbranded, organic keywords.

e Harmony gets a larger percentage of traffic from organic search, but, as you'll read, it's not a difference-maker. Nonbranded organic keywords are keywords where the brand's name does not appear in the search term.

Noticeably absent from e Harmony's traffic breakdown is any amount of social media traffic, which should be a concern for the dating site. Match's organic traffic makes up 17.9% of its total website traffic. Its organic traffic makes up 28.2% of its total website traffic. For example, for keywords similar to “dating sites,” e Harmony ranks in the top five while Match ranks on the second or third page.

e Harmony comes in at number 14, which is on the second page.Looking at the same Spy Fu data for e Harmony, they rank for 14,002 total keywords, and ranks on page 1 for 5,579 of keywords.Those page 1 rankings look pretty good compared to Match, but all of e Harmony's keywords only drive 1.06M monthly clicks.e Harmony ranks for a lot of keywords that probably aren't going to move the needle for the company.Both brands do quite well in direct traffic because they focus on brand awareness. Match gets 29.9% of its visitors to return to the website. The split for users from social media is 38.9% new visitors and 61.1% returning.

This focus on brand awareness means that people have likely chosen the site they're going to use before they even visit the website. This suggests that Match isn't focused on using social as an acquisition channel.

One of their highest-volume keyword phrases is “what is love.” That's not a terrible keyword phrase for e Harmony, but you have to wonder whether everyone who lands on the website for that term is actually looking to define the word “love,” or if they're just looking for the timeless Haddaway song?