ClickZ reports on a Hitwise study that shows that 15% of branded searches lead to competitor’s sites, comparison shopping engines and affiliates as opposed to the official brand Web site. The study also shows that branded searches are up 17 percent over the same period last year. The study shows that for some branded keyword searches, diversion from the official company site is as high as 26 percent, as with the case with the search query “allstate insurance.” You can request a copy of the report here.
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