Brands urged to consider natural search

Financial services firms are paying over the odds for paid search terms, according to a study released today.

Brands in the financial sector pay over £8 when a user clicks through to their websites after looking up the terms ‘mortgage’ and ‘insurance’ on search agencies. However, according to a study by digital agency Tamar, financial outfits would be better off ploughing their budget into natural search.

Companies in the finance sector are most active in the search market, according to the study, followed by the retail and travel sectors.

The study found that only one in ten of the top retail brands appears on the first page of results for generic shopping terms. Among the top firms at utilising search marketing was Amazon which balances paid and natural search. The study noted that many of Amazon’s rivals rely too heavily on paid search.

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