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Hitwise has some new features for marketers through their Search Intelligence™ product. The information is geared towards helping companies improve and plan their search engine marketing strategies.
Marketers can now see which of their competitor’s keywords are successful in driving traffic. The keyword analysis covers both paid and organic search terms. They also report on the fastest moving keywords or trends weekly to as to keep current on what customers are searching for.
The most valuable feature here is that the data is separated into paid vs. organic keywords. In general organic SEO takes longer but then they are permanent links that can build over time. I help companies with SEO blogs and many are hoping for a quick benefit. The money keeps going out but the results are slow to show up (though they do show up). Interestingly enough, education also plays into this (based on research I’ve seen). If you’re targeting a higher educated customer they’re more likely to be more savvy and skip the ads.
Paid search can give you immediate feedback for your spend, but once the budget is spent, the links are gone. IMO, organic is especially important on very high cost keywords. Most internet marketers use both (or should be). Here’s an article on the pros and cons of organic vs. paid ads that goes into more detail.
Hitwise provides competitive intelligence based on how 10 million U.S. Internet users interact with more than one million websites each day.
