Companies put all sorts of time and effort into getting people to search for certain terms. This happens with the expectation that people will then visit corporate sites, but a fresh Hitwise report relays the somewhat threatening news that about 13 percent of searchers wind up somewhere else.
Heather Hopkins writes, "Our analysis considered the 30 leading e-commerce brands in the Airlines, Appliances and Electronics, and Insurance categories and revealed that in the four weeks ending September 27th, 2008 an average of 87% of searches for the top branded search terms (i.e. 'southwest airlines', 'usaa', 'best buy') sent visits to the brand owner's website."
Airlines Getting Better With Brand Searches
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Hopkins notes, "Traffic from searches for a portfolio of the top American Airlines brand terms three years ago made up nearly 4% of visits to Travel Agencies. That is down to less than 1% for the four weeks ending September 27th, 2008."
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