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Search Engine Rankings have been shown to have a critical impact on brand perception in recent years, and digital marketing costs are significantly lower than traditional media.
The most commonly cited case-study used Honda as a test brand and “fuel-efficiency” as a brand attribute. The study focused on consumers early in the purchase process who had not yet selected a particular car model. Key findings of the study included:
SO HOW WILL SEARCH BRANDING HELP YOU?
The most commonly cited case-study used Honda as a test brand and “fuel-efficiency” as a brand attribute. The study focused on consumers early in the purchase process who had not yet selected a particular car model. Key findings of the study included:
- A significant lift in brand affinity: Online consumers who saw Honda in the top ad placement and the top organic search result were 16% more likely to think of Honda as a fuel efficient car than when the automaker's brand didn't appear on the page at all.
- A significant lift in brand recall: Online consumers were 42% more likely to recall Honda if the company appeared in both the top ad placement and the top organic search result, rather than just the top organic listing.
- A significant lift in purchase intent: When Honda was featured in both the top ad and top organic listings, purchase intent for Honda increased. However, other automaker brands absent from the page suffered a significant decrease in purchase intent.
SO HOW WILL SEARCH BRANDING HELP YOU?
- The highest listed sites on search engines are usually the companies that are perceived to be top in their respective fields.
- Branded search listings at the top of natural results with relevant messages are far more likely to receive quality targeted user clicks than generic recruitment pages or non specific job site vacancies.
- By appearing on the search engines, people are more likely to use your services or buy your goods. Over 90% of users start a web session from a search engine so good positioning on search engines therefore allows you to capture traffic before it is filtered and aggregated by portals and third party sites.
In Summary good search results under key selected terms, as an integrated part of your marketing strategy, can have a significant impact on brand perception and the likelihood of people using your services
Moreover, good search results are an incredibly cost effective way to generate actual leads and sales.
Why not undertake a review of your Search Marketing presence today? Call Organic Development on 0845 869 7654 or email
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