Hitwise released a study that found one in seven online searches results in searchers visiting competitor sites.

The Hitwise Search Brand Management White Paper is based on analysis done in February 2006 among 30 leading online brands in the Travel, Retail, and Business & Finance categories.

"The fact that one in seven brand searches does not end up at that brand's website demonstrates just how competitive it is to do business on the internet," says LeeAnn Prescott, senior research analyst at Hitwise, author of the Search Brand Management White Paper and iMedia contributor.

The study shows that internet users are increasingly searching by brand-- 75 of the top 100 search terms across all categories in February 2006 contained brand names, an increase of 17 percent versus February 2005.

"Understanding where traffic from brand related searches goes, and how competitors and affiliates are capitalizing on brand search terms, will allow online marketers to optimize their campaigns, keyword lists, marketing promotions and affiliate relationships to gain a larger share of traffic," says Prescott.