Levallois-Perret, the 20th of March 2018 – My Media Group, leading independent media agency in France and in SEO consultancy, announced today the launch of their Search Dependence Index (S.D.I.), an indicator that measures brand dependency on search engines, particularly Google that represents 94% of French web searches.
This barometer of « Google Dependence » classifies a selection of 100 websites monitored by Médiamétrie/Netratings. The lower the score is, the less the website is dependent on Google searches: the grade 1 means that the website is close to complete autonomy whereas the grade 100 indicates a total Google dependency in terms of web traffic acquisition. The grades attributed by this 1st barometer are based on the analysis of online traffic in January 2018*
François Lienart, Studies director for MyMedia Group explains: « An old saying tells us that all Roads lead to Rome. The world has changed, and we are forced to recognize that, now, all roads pass through search engines, particularly Google! Indeed, even when a surfer knows the brand’s name, very often they type the website name into the search bar. Yet, in France, 90% of the time, this search engine is called Google. Consequently, any website that wants to drive a minimum of online traffic and potential clients needs to be “Google-compliant”. But due to the fact that Google changes regularly the rules, brands and content producers are pushed into a “Google-dependence”.
Amongst the least dependent brands. The websites Lidl.fr, Blablacar.fr, Labanquepostale.fr, Leboncoin.fr, Societegenerale.fr, Showroomprive.com stand out with an S.D.I. score between 0 and 3 whereas the average score of the 100 most visited websites in France is 34.
Top 10 S.D.I All brands
Bottom 10 S.D.I All brands
Daily national press ranking
Daily regional press ranking
Pure player media ranking
Travel agency ranking
David Ringrave, My Media group General Director adds: “Google Dependence is an established fact that is going to accentuate over the coming years along with numerous new digital uses such as voice recognition, where the only response will be through search. The neo-consumer is used to a transversal approach and puts less and less blind trust in a brand, a name. The strongest brands in a digital environment are those that are capable to pair global awareness and a vertical market segment, clearly identified, by lifting themselves to N°1 or N°2 in their field. This is how “We are going on Leboncoin”, how “We are taking an Uber”, how “We are booking an Airbnb” and that “We are Blablacar”. Facing Google dependence, brands have to acquire their independence until they gain lexicalization. Just a century ago, General Motors registered the trademark Fridgidaire, which has become a common term”
Search Dependence Index by My Media Group methodology
Based on a representative analysis of a website’s online traffic, the S.D.I. indicator evaluates the contribution of traffic coming through “search” channels (all search engines) by distinguishing SEO/SEA levers. The measurements also take into account the brand notoriety that influence the nature of the searches (Brand/non brand) and therefore the search engine dependency of their global audience. Independently of the grade itself, it is also a useful indicator to compare the efficiency of web marketing campaigns in a given market. The evolution of the indicator in time should reveal the capability of a brand to progressively detach itself of Google to secure its online traffic.
The goal of the Search Dependence Index is to establish a digital marketing performance standard. The methodology allows a monthly general and by field barometer, whilst identifying progress and therefore the pertinence of investments, communication actions and referencing.
For each market, the Search Dependence Index allows to identify tendencies used to make recommendations, some of which to improve web site referencing, others that might suggest the necessity to change a strictly SEO approach to get out of the search engine dependency, mainly via a global media strategy allowing to improve website and brand awareness.
*The numbers used by the Search Dependence Index are mainly based on data produced by SimilarWeb, Elexa and Semrush (Big data references for ranking web/mobile sites and data mining).
About My Media Group
Leading independent media agency in France and leader in SEO consultancy, My media Group was created in 2005 by Anthony Ravau and David Ringrave.
After 13 years of existence, the company has acquired a unique know how in multiple fields of expertise, thanks to its integrated network of media agencies (My Media, ROIK, Geovista), Creative agency (Eggs) and SEO (Search Foresight), all leaders in their respective fields.
With 130 collaborators and over 200 clients, My Media Group is the leader in e-commerce consulting, which has allowed the agency to reach a Gross margin of 20 million Euros in 2017 which represents 18% growth compared to 2016.
About Search Foresight
Search Foresight, created in 2012, has become an SEO reference in France. The agency is specialized in strategic brand support, pure players, e-commerce and implementing inbound marketing actions, content marketing and optimizing for innovative and efficient search engines.
My Média Group
François Lienart, Director of Studies
Tél. : 01 70 98 98 43
Philippe Yonnet, chief executive
Tél. : 01 74 18 29 40
Ulysse Communication – Media relations
Tél. : 01 81 70 96 30 / 06 87 88 47 26