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Even with newer dating apps disrupting the industry, Match and e Harmony are still leaders in their niche.

Match takes in over

Even with newer dating apps disrupting the industry, Match and e Harmony are still leaders in their niche.Match takes in over $1 billion in revenue annually.Match and e Harmony need to develop better social strategies — specifically Instagram. We know what you're thinking: “But, Instagram is for Gen Z and millennials, who don't use traditional dating websites! Hootsuite reports that Instagram has 247 million users over the age of 35. Direct traffic is often overlooked, but it's important to understand a website's direct-traffic percentage because it can help you understand how strong that company's brand is.

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Even with newer dating apps disrupting the industry, Match and e Harmony are still leaders in their niche.

Match takes in over $1 billion in revenue annually.

Match and e Harmony need to develop better social strategies — specifically Instagram. We know what you're thinking: “But, Instagram is for Gen Z and millennials, who don't use traditional dating websites! Hootsuite reports that Instagram has 247 million users over the age of 35. Direct traffic is often overlooked, but it's important to understand a website's direct-traffic percentage because it can help you understand how strong that company's brand is.

That age range makes up about 75% of Match's users. Match's direct traffic makes up 59.7% of its total website traffic. Its direct traffic makes up 44.3% of its total website traffic. Typically, the more direct traffic a website gets, the stronger the brand.

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.

Unfortunately, e Harmony is a big loser in one high-volume, nonbranded keyword: “online dating.” Match ranks at number one for this term.

e Harmony comes in at number 14, which is on the second page.

billion in revenue annually.

Match and e Harmony need to develop better social strategies — specifically Instagram. We know what you're thinking: “But, Instagram is for Gen Z and millennials, who don't use traditional dating websites! Hootsuite reports that Instagram has 247 million users over the age of 35. Direct traffic is often overlooked, but it's important to understand a website's direct-traffic percentage because it can help you understand how strong that company's brand is.

That age range makes up about 75% of Match's users. Match's direct traffic makes up 59.7% of its total website traffic. Its direct traffic makes up 44.3% of its total website traffic. Typically, the more direct traffic a website gets, the stronger the brand.

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.

Unfortunately, e Harmony is a big loser in one high-volume, nonbranded keyword: “online dating.” Match ranks at number one for this term.

e Harmony comes in at number 14, which is on the second page.

That leaves one thing as the competitive advantage: the brand. returning users for each website: Match does a better job at returning visitors than e Harmony, but let's dig a little deeper to find some real insight from this data. returning users from social media and direct traffic.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.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.

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