Branded vs. Non-Branded search terms
Filed in archive SEO by noel on May 24, 2006

These findings have significance for several reasons. Supporting the findings of other studies of searcher behavior, searchers tend to click generic, non-brand terms earlier in the search process, and more on brand terms when they are closer to making a purchase. This suggests that search marketers can leverage non-brand search terms to drive searchers toward brand terms later in the searching and purchase consideration process.
Based on this study, a typical search behaviour goes like this.
1. people search for "golf clubs"
2. then they find a nice brand and search for "callaway golf clubs
"3. they find an interesting putter called callaway i-trax
4. they search for "discount callaway i-trax"
5. they buy
As an internet retailer, what does this tell you? It is best to concentrate your efforts at ranking for "discount callaway i-trax" or variations of it such as "cheap callaway i-trax". If you end up on the first page on search terms used by buyers near the end of their research process, then there is a high probability that they will buy from your store.
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