Companies need to get search engine optimisation on the agenda sooner than they later, or they risk losing business.

Analysis by Hitwise has found that 88 per cent of searches for the 2,000 most popular search terms in May 2008 were brands, as generic searches fall out of fashion.

Indeed Facebook was came top of the list, and was joined by Bebo, YouTube and MySpace, as it seems that no matter how web-savvy people get many still do not realise the advantages of the Add to Favourites button.

The report reckons that a successful offline marketing campaign should lead to an increase in searches for a brand, so this should be monitored to find out the impact of campaigns.

But success today lies in correct integration of offline and online marketing.

"[The report] reveals just how important the internet has become as the 'unifier' of the direct and brand marketing disciplines and that brands need to include search engine optimisation (SEO) much earlier in the planning process than many do currently," said report co-author, Lynn Brunner.

"To ensure that all potential online acquisition traffic is captured and maximised, it is vital that brands integrate SEO activities with the on and offline marketing mix."

But is this trend towards brand name searching going to continue or will the future see a move back to more generic searches?

Business Feet deliver targeted results through search engine optimisation