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Hitwise Intelligence - Bill Tancer - North America

Analyst Weblog

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Google Drives DaVinci Code Promotion

May 11, 2006

In another testament to the power of links on the Google SERP (search engine result page) and the success of cross media promotion using search, take a look at the following chart on visits to Sonypictures.com (this is where the official Davinci Code Quest site is housed):

By looking at the Hitwise clickstream report for Sonypictures.com, we can determine that the strong increase in market share of visits to Sonypictures.com was driven by Google, which provided over 30% of the websites traffic for the week ending May 6th.

The following chart shows the historical upstream percentage of traffic from Google to Sonypictures.com, demonstrating the increase from 3% to 30% in just over three weeks.

What is responsible for this increased Google traffic? Most likely the following SERP link, which drives traffic to the sonypictures.com domain:

See Heather Hopkin's in analysis of a similiar phenomenon in the UK here.

Posted by Bill Tancer at 10:48 AM | (0) | (0)

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