Hitwise expands service to include search word reports

LONDON – Website owners will be able to see which keywords drive traffic to their rivals' sites in a new service from online intelligence firm Hitwise.

The search marketing tool, Search Terms, will allow Hitwise to report on how 8m internet users in the UK search across 70 of the most popular search engines in the world.

For example, Hitwise has found that 8.1% of users who clicked through to www.opodo.co.uk did so by searching for "cheap flights". It also found that "cheap flights" was the second most popular search term relating to travel, accounting for 2.1% of searches. EasyJet was the most popular travel search term.

Hitwise is claiming the service as a first on the internet and says it will allow businesses to make the most of their keyword campaigns.

Simon Chamberlain, general manager of Hitwise UK, said: "This new tool is yet another way Hitwise can help businesses better understand how their competitors are using search marketing programmes to attract customers."

He added: "This unique information can help marketers more effectively understand the most successful search terms used by their direct competitors or within their industry."

Hitwise is offering Search Terms through its Competitive Intelligence Service.

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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).