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Conductor: Search Marketing Increases Brand Lift

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Enterprises should consider using search marketing for branding purposes, says Nathan Safran, director of research at Conductor, a provider of SEO platforms. Safran bases his assertion off a Conductor study released July 24 entitled The Branding Value of Search’s Page 1.

The study states that brand lift increases up to 30% when a company’s name appears “above the fold in universal search results.” Compared to when a company isn’t present in search results at all, the study also found that intent-to-purchase increases 20% when, appearing above the fold, a company shows up on the first page of search results, and 10% when it appears below the fold.

“People think about search as a mechanism for driving traffic and online sales,” Safran says. “If you think about using it for branding purposes, it will have different impacts for different companies in different verticals.”

Read the full Direct Marketing News article here

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