The attached image shows search volumes of the top five UK law firms. The really remarkable thing is how increasingly in-step their search volumes have been since 2007. Also, they are almost uniformly declining.

The decline in search volumes is interesting because the world's interest in these companies probably has not declined. This would suggest that people are increasingly finding these organisations through methods other than search; the obvious alternatives being social media and content marketing more generally.

This analysis is delivered by Google trends which is an excellent, free and easy way to benchmark search interest in your brand. You simply drop in your name and those of your competitors and you'll get a visual representation of relative search volumes.