Searchers Led Away From Brand Sites
Analysis considered the 30 leading e-commerce brands in Airlines, Appliances and Electronics, and Insurance categories. It revealed that in the four weeks ending Sept. 27, an average of 87% of searches for the top branded search terms such as "southwest airlines," "usaa," and "best buy") sent visits to the brand owner's Web site.
USAA was one of the most successful at protecting its brand, receiving 96% of visits from searches for "usaa." Similarly, United Healthcare received 94% of visits from searches for its brand and Northwest Airlines 92%. Unsuccessful were one top 10 Appliances and Electronics retailer that received 66% of visits from searches for its brand; a top 10 Insurance provider, 78%; and a top 10 Airline, 75%.--Laurie Sullivan