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Not All Brand Searches End At Official Site
By Andy Beal
Expert Author
Article Date: 2006-04-17
ClickZ breaks-down new data from Hitwise that suggest, on average, only 85% of brand-name search quearies result in the search landing on the official web site.
I don't think that's too much of a shock myself. As the study suggests, among the 15% that stray, a good number click on affiliate links (still the brand). The remainder were probably using the brand-name search as a generic replacement for their search query. For example, someone searching for "Dell" may actually be interested in "Compaq" and "Lenovo" as well, they simply chose "Dell" as the launch point for their "computer" search.
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About the Author:
Andy Beal is President & CEO of Fortune Interactive a full-service interactive marketing agency specializing in search marketing and blog marketing. Considered one of the world's most respected interactive and search engine marketing experts, Andy has worked with many Fortune 1000 companies such as Motorola, CitiFinancial, Lowes, Alaska Air, DeWALT, NBC and Experian. You can read his internet marketing blog at Marketing Pilgrim and reach him at andy.beal@gmail.com.
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