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“According to Hitwise’s report Managing Your Brand Online, 88 per cent of UK internet searches for the 2,000 most popular search terms in May 2008 were for branded terms – up from 65 per cent in 2005.
The 10 most popular searches were brand destinations, led by Facebook, Bebo, YouTube and MySpace. The report found that 8.7 per cent of searches for the top 100 online brands in the UK results in a visit to a website not operated by the brand owner.”
Does this mean that generic search terms aren’t that valuable? No – but it shows that doing your homework on the type and kind of terms your audiences are using is effort well spent.