Hitwise has recently reported that UK internet traffic to etailers via paid search has decreased from 10.1% in April 2008 to 8.4% of all traffic in April 2009.
Interestingly, natural search traffic to retailers’ sites has seen an increase from 26.5% to 30.9%.
Budgets for paid search are tightening due to the current climate, which inevitably means that people will be turning to natural search to increase their visitor traffic. There is also a reported increase in people visiting their favourite website directly.
Online shoppers are becoming more confident, according to Tina Spooner at IMRG, showing that people know what they’re looking for and where to get it.
Hitwise has also reported that over 90% of the top search terms sending traffic to retail sites were brand specific, proving that the branding and marketing of a particular product can be highly beneficial in the world of online search. Brand recognition means people know what they are looking for and businesses from all sectors can benefit from this. Here at The Web Marketing Group, we have seen first hand the power of branding in SEO, with many of our clients operating in the fashion industry and driving traffic via designer clothing names.
JD Sports’ new discount fashion site, Get The Label, has its main focus on paid search and brand-name bidding is top of the agenda.
The power of branding has become a prevalent force in the online marketing industry and businesses are starting to catch on.
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