Search Marketing 2024 Rankings and Trends

Market share, SEO performance, Paid traffic analysis, strategic keywords and the best-performing players… Find out all about your sector with our 2024 search barometers.

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Analysis of SEO & PPC trends

Explore the trends that propelled the best players in your sector in 2024. Prepare for 2025 by anticipating market developments and optimising your strategies now.

  • 15.7

    billions visits

    analysed in 2024

  • 20

    sub-categories

    analysed across the 4 industries

  • +360

    websites

    analysed using our proprietary tools
Search Marketing Barometers 2024

4 industries analysed

  • Fashion

    Online multi-brand platforms, physical multi-brand retailers, direct-to-consumer, sportswear & activewear

  • Insurance

    Banking, payment solutions, brokers, insurance, lending, investments & cryptocurrency.

  • Home

    DIY, furniture, gardening, appliances, decoration, home & plumbing services

  • Tourism

    Online travel agencies, transportation, hotel groups, entertainment, cruises, and cottages.

Our Method

  • Step1

    Defining and categorising the key players

    We began by defining the fields within each sector, selecting the most relevant keywords using tools such as Google Keyword Planner and our in-house analysis model. The main players were then identified using Ahrefs, before being ranked using our in-house methodology. To ensure the accuracy and reliability of these rankings, we cross-referenced our data with Xerfi’s strategic insights.

  • Step2

    Collecting and cross-referencing key data

    Our study is based on consolidated data from the best sources available. SEO, PPC and keywords: gathered via SEM Rush and Ahrefs. Global traffic, demographics and technologies: analysed with Similarweb. Auctions and geographical data: obtained via Trajaan.io. By centralising this information, we have built up a solid, consistent base for each sector analysed.

  • Step3

    Data modelling

    To transform this raw data into actionable information, we have designed bespoke analysis models, supported by advanced scripting and rigorous quality controls. This approach guarantees the relevance and reliability of the insights you find in our barometers.