A Searchmetrics.com report has shown that online retailer Amazon is the clear leader of paid search advertising on Google, the UK's leading search engine.
Wikipedia was named as the most visible site via organic search, with a Searchmetrics score of 14 million compared to Amazon's two million. Retailer sand comparison sites dominate both tables, giving a major insight into where UK users click when searching via Google. Google itself also appears in its own paid rankings, promoting services like Chrome and AdSense, which has causes some concerns over anti-trust in the EU.


Nevertheless, Amazon dominates the paid rankings, as well as being the most visible organic retailer.

Marcus Tober, CTO of Searchmetrics, said: “As you’d expect, the list of the top 20 sites in paid search mostly includes sites that can benefit directly from online sales.

“The Paid Visibility score that we used to create the list reflects the advertising activity of a domain on Google UK. Changes in Paid Visibility could result from budget increases or decreases and you could probably assume that the higher the Paid Visibility score, the more budget a domain is spending on Google AdWords campaigns. Many online companies plan paid search campaigns hand in hand with their organic search marketing efforts - often turning to paid search to keep their traffic stable in the wake of fluctuations in the organic search results.”