1. 1Search Marketing BenchmarkThe State of Turkey Online in August 2014

2. Table of ContentsIntro 3Industry overview 4Benchmark - Traffic Channels 5Shopping 6Travel 8Finance 10Arts and Entertainment 12Games 14The Importance of Search 16Get the Insights that You Need 16Data Methodology 16 3. Understanding where your web traffic is coming from is essential in promotingyour brand and maximizing your online exposure to potential clients, customersand leads. At SimilarWeb we track over 2 billion web and mobile actions eachday, collecting the data which gives online marketers the know-how to get ahead.This benchmark report looks at 5 of the largest online industries in Turkey toreveal which channels web users are utilizing to find websites. The report alsodives deep into the top keywords in Turkey sending traffic per industry from paidand organic search engine clicks.The data in this report is taken from the summer of 2014 covering the monthsof June, July, and August. Desktop visits in the tables in this report show theestimated monthly visits for the month of August. This report takes data from aglobal set of users which come from over 200 different countries. All of the datais based off real human web behavior.3 4. Industry overviewTop Countries by Web TrafficINDUSTRY TRAFFIC SHAREInternet and Telecom 36.35%Arts and Entertainment 16.08%News and Media 10.90%Shopping 5.42%Business and Industry 4.54%Adult 4.36%Computer and Electronics 4.13%Games 3.52%Career and Education 2.69%People and Society 2.25%Sports 2.20%Finance 1.58%Travel 1.39%Reference 0.94%Autos and Vehicles 0.75%Health 0.73%Law and Government 0.58%Food and Drink 0.45%Source: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 2014 4 5. Benchmark -Traffic ChannelsTop Online Marketing Channels in Turkey0.07%21.45%33.34%5.84%Direct Mail Referrals Search Social Display AdsSource: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 201436.43%1.87%Direct traffic took the lions share of web traffic during the summer of 2014. 36%of visits were direct to websites that were previously known to users.Email had a particularly small impact on web traffic as most web surfers useother means of discovery to find and access websites.5 6. ShoppingSimilarWeb data shows that the Search channel is the dominant source oftraffic in the shopping industry with over 46% of all traffic, beating Direct(31%) and Referrals (16%). This is much higher than the overall benchmark of33% indicating that search engines are used heavily by web consumers to findproducts and stores.Top Shopping Online Marketing Channels0.09%16.48%46.83%4.36%Direct Mail Referrals Search Social Display AdsSource: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 201430.93%1.31%Breaking down search traffic down into organic and paid search, 12% of totalsearch clicks were on paid advertisements. This was the highest ratio of paidsearch clicks from all of the industries analyzed in this report.6 7. The top organic keywords show that branded keywords rule the roost in theShopping industry with sahibinden and gittigidiyor proving to be the mosttraffic generating keywords from organic search. Major Turkish shoppingwebsites dominated both top organic and paid keywords, with no trace ofinternational brands such as Amazon or eBay.Paid search12%Shopping Industry Paid vs. Organic ClicksOrganic search88%Source: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 2014Paid Keywords Organic Keywords# KEYWORDS DESKTOP VISITS1 Teknosa 904,9762 Markafoni 647,5303 N11 583,4224 Hzlal 528,6725 Hepsiburada 405,6776 Tozlu Giyim 396,1537 Morhipo 374,7828 Evidea 368,8979 Limango 350,14110 Defacto 335,582# KEYWORDS DESKTOP VISITS1 Sahibinden 34,416,7802 Gittigidiyor 7,654,3263 Trendyol 4,404,8094 N11 3,507,1725 Teknosa 2,843,0596 Hepsiburada 2,585,0027 Vatan Bilgisayar 2,393,7028 Sahibinden.com 2,381,4899 Bimeks 2,302,01910 Media Markt 1,969,3447 8. TravelSimilarWeb data illustrates just how important the Search channel is for theTravel industry by delivering over 65% of their traffic. The next two biggestcontributors to traffic were way behind with Direct bringing in 18% and Referralsbringing in just above 12%.Top Travel Online Marketing Channels0.05%13.11%65.55%1.59% 1.61%Direct Mail Referrals Search Social Display AdsSource: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 201418.07%With most visits coming via search engines we can expect to see high levels ofcompetition for search clicks by advertisers. With 21% of total search clicks goingtowards paid clicks, a very high ratio, we can see an industry which is highlycompetitive for search traffic.8 9. The data demonstrates that the most popular keywords for the Travel indu tryare branded ones. Thy was distinguished with the most searched for brandname and Pegasus proved to be the dominant search player in Travel holdingthe #2 position for both organic and paid clicks.Paid search21%Travel Industry Paid vs. Organic ClicksPaid search79%Source: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 2014Paid Keywords Organic Keywords# KEYWORDS DESKTOP VISITS1 Thy 3,197,7702 Pegasus 2,695,5803 Booking 1,897,0264 Atlasjet 1,265,8455 Tatil Sepeti 1,244,4196 Sunexpress 1,063,8487 Skyscanner 860,3428 Onur Air 834,2319 Ets 815,70810 Uak Bileti 781,314# KEYWORDS DESKTOP VISITS1 Thy 3,311,0362 Pegasus 2,675,0063 Ido 1,208,0664 Onur Air 958,4245 Anadolu Jet 839,5976 Booking 782,4517 Skyscanner 768,5478 Tatil Sepeti 709,9699 Tcdd 616,75910 Atlasjet 591,3149 10. FinanceIn this industry as well, the Search channel is taking the lead with over 40% ofthe traffic share. Direct (31%) and Referrals (16%) are fairly far behind.Top Finance Online Marketing Channels0.15%15.80%40.82%1.52%10.85%Direct Mail Referrals Search Social Display AdsSource: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 201430.86%The finance industry in Turkey shows a difference behavior in comparison tothe global trend in this industry, which has Direct as the main traffic source andSearch coming 3rd. The paid-organic distribution is also unique for the Turkishmarket, with over 12% coming from paid search, while global nubers showedless the 5% of paid search traffic.10 11. The paid-organic distribution is also unique for the Turkish market, with over12% coming from paid search, while global nubers showed less the 5% of paidsearch traffic.Paid search13%Finance Industry Paid vs. Organic ClicksPaid search87%Source: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 2014Paid Keywords Organic Keywords# KEYWORDS DESKTOP VISITS1 Garanti 7,697,0332 Akbank 2,910,3553 Garanti Bankas 753,5614 Kredi Hesaplama 631,8235 Finansbank 533,9536 Denizbank 335,2987 Teb 290,2328 Akbank Direkt 239,0159 En Uygun Kredi 225,61410 Garanti Internet 221,644# KEYWORDS DESKTOP VISITS1 I Bankas 1,409,6372 Garanti 1,304,1893 Vakfbank 1,101,1394 Yap Kredi 959,3415 Ziraat 902,3686 Halkbank 784,1517 Finansbank 766,6388 Akbank 638,3229 Denizbank 520,07110 Teb 484,97511 12. Arts and EntertainmentThe Search channel is dominate traffic source for the Arts and Entertainmentindustry with 42% of the traffic share. Far after it comes Direct (29%) andReferrals (18%).Top Arts & Entertainment Online MarketingChannelsSource: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 201428.81%0.03%18.63%42.08%8.32%2.12%Direct Mail Referrals Search Social Display Ads12 13. Organic search is responsible for over 99% of all search traffic and shows thatpaid search is not a priority for this industry.Arts & Entertainment Industry Paid vs. OrganicClicksPaid search0.26%Paid search99.74%Source: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 2014Youtube and its variations are the most popular organic keywords and rightafter that variations of watch movies (film izle) and watch foreign tv series(yabanc dizi izle).Paid Keywords Organic Keywords# KEYWORDS DESKTOP VISITS1 Digitrk 2,568,0662 Digiturk 820,5763 Ttnet Mzik 776,8034 Shutterstock 575,8255 Ipekyol 510,4676 Flormar 463,0447 Dsmart 344,0058 Korku Filmleri 262,4989 Deezer 249,39410 Morhipo 225,426# KEYWORDS DESKTOP VISITS1 Youtube 49,185,0992 Film Izle 9,573,9853 Youtube mp3 2,949,3664 Porno 2,925,2195 Yabanc Dizi Izle 2,299,8746 HD Film Izle 2,285,2617 You 1,875,3608 Star TV 1,607,1279 Eki 1,408,05510 IMDb 1,383,63413 14. GamesIndustry data shows that the most popular traffic channel for Games is Searchwith just over 49% of the market share. Direct sources are far behind in terms ofdriving traffic with a market share of just above 24%.Top Games Online Marketing ChannelsSource: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 201424.30%0.01%18.02%49.51%4.31% 3.84%Direct Mail Referrals Search Social Display Ads14 15. Nearly 99% of this search traffic originates from organic keywords and only atiny fraction of paid keywords contribute traffic to the Games industry.Paid search0.40%Paid search99.60%Source: Turkey Search Marketing Benchmark Report - August 2014 | SimilarWeb 2014The keywords driving the most traffic in this market are variations of games inTurkish but comming just second is friv, which ,( , and Arabic (oyunlar, oyunalso appears in the top 10 keywords for the global gaming industry for both paidand organic.Paid Keywords Organic Keywords# KEYWORDS DESKTOP VISITS1 Legend Online 5,881,2022 Minecraft Indir 4,445,9363 Playstore 3,300,9104 Barbi Oyunlar 2,184,4905 Oyunlar 1,619,5136 Play Store 1,189,2651,130,606 7 8 Oyuncak Dnyas 1,032,3769 Gametwist 1,026,22810 Oyun Indir 980,874# KEYWORDS DESKTOP VISITS1 Oyunlar 3,022,8822 Friv 2,667,1883 Stardoll 1,965,9994 Oyun Skor 1,886,1325 Kral Oyun 1,868,6696 3D Oyunlar 1,593,4857 Oyun 1,295,3078 Oyunlar1 675,6069 Gamyun 557,67910 Araba Oyunlar 518,379Games15 16. The Importance of SearchSearch channels remain important sources of traffic across all the industrieswe have looked at. There is a very strong bias towards organic so concentratingefforts on SEO remain a high priority for businesses wanting to increase theirtraffic and, in turn, conversion rates.Top search terms across all industries in Turkey are dominated by major brandnames. That insight, combined with the fact most of the traffic comes fromorganic search, highlights that the value of building a strong brand is the key tobecoming a major player online.Get the Insights that You NeedThis report provided high level insights for 5 of the most popular industriesonline. To see the full rankings for over 200 different categories and thewebsite traffic statistics for any website you can visit SimilarWeb.com for free.Professional marketers can subscribe to SimilarWeb PRO to get in-depthmarketing insights and see the online strategies and tactics for any website,mobile website, industry, or mobile App.Data MethodologyThe data analyzed in this report reflects the top branded and non-brandedkeywords that drove traffic to websites in the 5 analyzed categories. Data isbased off of total desktop website visits in August 2014.16