If you’re like most Search Engine marketers, you spend a lot of time and resources creating and promoting your brand through offline channels such as television, radio, and newspapers. Clearly, it’s something worth protecting. But what if you could improve your branding investment and make it even more worthwhile, reinforcing your offline branding efforts through search? Many search marketers doubt whether search can play a role in reinforcing brand perceptions. But evidence increasingly shows that the doubters are wrong: search can in fact play a powerful role in your overall branding efforts.
Today, search is ubiquitous. Given that, it can’t help but impact brand. Think about it: your customers and prospects go online every day, but what if you’re not there for them when they need you? What happens if they can’t find you?
It’s simple really. If they can’t find you, they’ll surely find your competitors. And when they do, what do you think their perception will be? Chances are, they’ll consider your competitors to be superior. In fact, research by our firm shows that 39% of search engine users believe that the companies whose websites are returned among the top search results are the leaders in their field. And that is exactly why you need to have a well thought out strategy to leverage search to help build your brand.
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