Figure 2.18 The most popular search terms typed into a search engine that resulted in traffic to www.ba.com, four weeks ending 18.03.06
Source: Hitwise (www.hitwise.co.uk)
that these types of tools provide an incredible opportunity to understand customer search behaviour together with assessing a company's success in reaching these customers searching online. Through evaluating the volume of phrases used to search for products in a given market it is possible to calculate the total potential opportunity and .?h.ar.e..oi.s.ea.rC.h the current share of search terms for a company. 'Share of search' can be determined
The audience siiare of from web analytics reports from the company site which indicate the precise key phrases Internet searchers achieved by a particular used by visitors to actually reach a site from different search engines. We explore the audience in a particular techniques of search engine marketing in more detail in Chapter 8.
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