Most Wanted: Brands



Not only does MySpace win in the London Business School’s War Games, but they win in the real world. At least according to Hitwise’s latest data on branded search terms.

Hitwise reports (via MediaPost) that the top 10 searched-for branded keywords from 2006 were (spelling from Hitwise):

  1. myspace
  2. ebay
  3. yahoo
  4. mapquest
  5. craigslist
  6. walmart
  7. google
  8. target
  9. match.com
  10. bank of america

What does this tell us? (Aside from the fact that people are too lazy to use the address bar.) I find it interesting that Yahoo is third and Google is seventh. Is this indicative of their market share? (I hope that it indicates that more people realize they’re using a Google search box.)

We know people are searching for branded terms. People are searching for search engines. People are searching for cheap furniture, driving directions, collectibles and that special someone.

But what seems to be missing (aside from bebo, Google’s Zeitgeist sweetheart)? I can’t quite put my finger on it.

  • http://www.punmiris.com/ parfemi

    no that only means more people have Google as homepage.

  • http://www.exposureonline.com ExposureTim

    Whay word are you looking for, I Ask, Microsoft? or MSN? or Live? (They don’t even know).

  • Jordan McCollum

    I realized they didn’t make the list, but I didn’t expect them to (and not just because of their branding problems).

  • http://andybeard.eu/ Andy Beard

    Well I am sure blue pills and explicit material should rate highly on that list as well, though maybe not so heavily branded

  • http://www.BrianChappell.com Brian Chappell

    I think that also shows the target market that uses google probably realizes how to enter it into your browser vs having to search for it, such the reason yahoo is higher, a more inept user base.

  • http://ecpm.typepad.com Junior

    Regarding Yahoo being third and Google being seventh, I think this has less to do with their respective search marketshares than the fact that Yahoo is a portal/destination and Google is a pure search engine (99%).

  • http://www.exposureonline.com ExposureTim

    Junior:

    Yes, indeed… plus the fact that many of these searches probably occur at Google so people are less likely to search for Google when they are already there or in their toolbar.

  • http://twopointoh.co.uk paul lomax

    Porn?

    Oh, wait, that’s not a brand… :-)

  • http://www.zzmarketing.co.uk RobZZ

    I’m surprised not to see Amazon in that list..