New report indicates need for earlier SEO

14/08/2008

A new report has suggested that brands need to incorporate search engine optimisation (SEO) strategies earlier in their marketing planning processes than they do at the moment.

Compiled by Hitwise and Experian, the study showed that branded searches are becoming more popular among internet users at the expense of generic terms, UTalkMarketing reports.

It gave the example of searches for 'broadband' and 'cheap flights' being less common now than they were three years ago, while Facebook was the most popular search term in May 2008.

Other big names in the top ten most searched for terms during the month included other social sites like Bebo, YouTube and MySpace and commerce brands such as eBay, Argos and Amazon.

"This report clearly highlights the need for organisations to overcome a siloed approach to marketing," said Lynn Brunner, co-author of the report and director of consulting and propositions at Experian.

"It reveals just how important the internet has become as the 'unifier' of the direct and brand marketing disciplines."

Recent changes to Google's trademark policy have led to a 22 per cent jump in paid search activity on the part of online marketers, Hitwise said earlier this year.