Rise of navigational search backed up by latest stats
Internet users are increasingly typing brand names in search boxes – even when they know the URL.
Search engine optimisation providers may be interested to learn that a recent Hitwise study suggesting that navigational searches are increasing appears to be supported by query statistics for last week.
Posting the data on his blog, Hitwise UK research director Robin Goad noted that terms such as ‘www.bebo.co.uk’ and ‘you tube.com’ appeared in the top ten fastest moving search terms for UK web users last week.
He pointed to a Hitwise study published last month suggesting that a growing number of British internet users are typing in URLs and brand names into search boxes, despite knowing how to get to these sites from the address bar.
“The appearance of both ‘www.bebo.co.uk’ and ‘you tube.com’ in the top ten illustrates not only the popularity of both sites, but also the importance [of] branded URL search,” Mr Goad stated.
Hitwise’s August study showed that top brands have accounted for nine in ten of all UK searches this year, underlining the importance of search optimisation as part of an effective website promotion strategy.
The research also indicated that a properly integrated campaign combining offline and online elements can result in higher numbers of queries for a particular organisation’s brand.
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