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.”