Competition for Brand Name Searches
I think many companies figure people will automatically find their website if they search for their brand name. In actuality, this isn't always the case. Natural search often reveals many competing sites and the PPC search engines' keyword bidding policies often allow competitors to bid on your company and other brand names.
I just got an email from Hitwise that gives some numbers to back this up.
From the Hitwise email:
Hitwise has released the Hitwise Search Brand Management White Paper, which is based on analysis done in February 2006 among 30 leading online brands in the Travel, Retail, and Business & Finance categories defining best practices for search engine brand management and tracking brand strength online. As today’s users are increasingly searching by brand name, these results often end with a brand’s competitors among the first sponsored results.
One of the paper’s key findings shows that an average of 85 percent of brand name searches resulted in a visit to one of the brand owner’s websites. The remaining 15 percent of visits went to competitors, affiliates and price comparison websites, underscoring the importance of managing your brand through search online.
Hitwise Research also shows that Internet users are increasingly searching by brand – 75 of the top 100 search terms across all categories in February 2006 contained brand names, an increase of 17 percent versus February 2005.
Do you know who's competing for your brand name?
I just got an email from Hitwise that gives some numbers to back this up.
From the Hitwise email:
Hitwise has released the Hitwise Search Brand Management White Paper, which is based on analysis done in February 2006 among 30 leading online brands in the Travel, Retail, and Business & Finance categories defining best practices for search engine brand management and tracking brand strength online. As today’s users are increasingly searching by brand name, these results often end with a brand’s competitors among the first sponsored results.
One of the paper’s key findings shows that an average of 85 percent of brand name searches resulted in a visit to one of the brand owner’s websites. The remaining 15 percent of visits went to competitors, affiliates and price comparison websites, underscoring the importance of managing your brand through search online.
Hitwise Research also shows that Internet users are increasingly searching by brand – 75 of the top 100 search terms across all categories in February 2006 contained brand names, an increase of 17 percent versus February 2005.
Do you know who's competing for your brand name?
posted by Dave @ 11:37 AM
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