Stop a search marketer on the street, whether a grizzled veteran or relative newcomer, and ask him/her to list the top goals of ranking in the search results; they will talk to you about traffic, revenue and conversions. Likewise, in reflecting what is top of mind for search marketers, a perusal of industry websites shows a majority of articles focused on the same.
Far less covered — whether research, POVs or even “thinking-out-loud” blog posts — is content focused on other benefits of appearing in the search results, such as brand development.
For decades, marketers have invested in getting their brand in front of eyeballs in traditional media channels such as TV, billboards and radio. Yet today, in the digital age, few brands think about the brand development benefits of appearing in the search results. Even though getting their brand in front of the search listings could mean millions and even tens of millions of eyeballs, brands are only laser-focused on driving traffic and conversions.