Branded keyword searches used by 88% of traffic
Broad, generic internet searches have been replaced by brand name searches.
Experian’s research revealed that branded keywords now represent 88% of all internet searches. Research director of Hitwise (part of the Experian group), Robin Goad explained: “Before Google’s trademark changes, sites had to rely on effective search engine optimisation to pick up large volumes of traffic.”
The change in traffic trends reflects the pay search strategy used for branded terms. This new SEO method means companies can only maintain their competitive edge through investment in tracing traffic trends, and identifying ways in which they can protect their brands alongside these shifts.
The research has highlighted the need for brands to track the pattern of visitors using multiple sites. Visitors may use a high ranked result of an organic search, and also refer via a PPC link. Measuring the origin of traffic means companies can assess their SEO method’s performance. Whether traffic comes from blogs, forums, or search engines, brands need to continue metric analysis of traffic and user-generated content.
Universal searches and regular PRs are also identified as having a significant affect on the success of brand name searches. SEO campaigns that incorporate a blended search means indexing levels have improved. Achieving and sustaining a strong prominence requires a combination of techniques. According to chief operating officer of search engine marketing agency Latitude Group, Richard Gregory, brand names have achieved this new search status by blending SEO and PPC campaigns. The result is an ‘uplift’ in brand listings, gaining greater visibility through natural searches and PPCs.
As search engine services have developed, blogs, videos, maps, podcasts etc. all are now a determining component of listings. This means no company, branded or otherwise can rely on rankings based solely on relevant content. The Experian report underlines the necessity of luring, hooking, and engaging traffic, and the potential of viral links.
This report backs up the earlier study by Enquiro which cited the manner of interaction between searchers and universal search pages: universal search results pages generate 100% more interactions than standard search result pages, with traffic staying with the results page significantly longer. Quality branded content is therefore gaining greater conversion rates.
The Experian study also uncovered that 8.7% of all searches for the top 100 UK brands actually translated in visitors diverting to non-branded sites. This is attributed to the influence of websites and blogs taking advantage of large brand’s online equity. In a similar fashion, traffic from branded sites to blogs has increased by 185% since the beginning of 2008.
The most popular keyword search currently used in the UK is Facebook, winning 1 in 72 searches; with social media sites, Bebo, YouTube, and MySpace ranking in the top ten.
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