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Google and Yahoo Search sent 25% more visits to the 10 leading shopping comparison sites for the week ending Nov. 19 than for the same period in 2004, according to Hitwise, an online competitive intelligence firm. Furthermore, comparison shopping sites are taking a bigger share of shopping-related searches on the major search engines leading up to the 2005 holiday shopping season.

While Hitwise does cite increased user familiarity and comfort with the major shopping sites, it is not clear whether the 25% increase in traffic is also due to the increased PPC spending or organic SEO strategies, or both.