Brand Name Searches Can Miss the Mark
Here's a quick test: Visit your favorite search engine and enter your company's name. Then, note your company's site ranking from that search.
I talk with too many marketers who assume that owning a name naturally leads to a leading organic search position. That isn't so. Now, ClickZ reports on Hitwise research that shows that 15% of brand-name searchers are diverted to competitors's, comparison shopping and affiliate sites.
Lack of attention to organic and paid search terms can aggravate the situation:
"The number of brand-related searchers diverted away from a brand's site can also be affected by other words associated with the trademark. When people searched for 'allstate,' for example, 83 percent ended up on the brand's Web sites. But when 'allstate insurance' was the search term, only 74 percent of searchers found their way to the company's sites."
The simple lesson: Monitor your brand related search terms and continually optimize to insure that these searches lead to your site, and not your competitors's.
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