News & Events

Brands now on the hitlist for internet searchers

Date posted:

15th August 2008

Search engines see brand-specific searches dominate

Branded keywords are the focus of most users' internet searches today, according to recent research.

Instead of generic phrases such as ''hotels'' or ''flights'', internet users tend to prefer search terms including a brand they already have in mind.

Eighty eight per cent of searches now include a brand word in them, compared to just 20 per cent in 2005, marking a significant difference to the habits of internet users.

The differences of course have a knock-on effect for online marketing campaigns, and recruitment among internet advertisers may well have to adapt in order to ensure trends are being catered for.

Robin Goad, research director of Hitwise, part of the Experian group that produced the research, said: "Before Google's trademark changes, sites had to rely on effective search engine optimisation (SEO) to pick up large volumes of traffic.

"However, SEO can now be complemented with a paid search strategy for branded terms. Consequently, with branded search continuing to rise in the UK, the only way companies can protect their brands is to fully understand how they are searched for online."

Blue Skies Marketing Recruitment works on behalf of both permanent and freelance agency and in-house candidates across the creative, design and branding, digital, DM, events, experiential, integrated, PR and sales promotion sectors.