Google Research Echoes Guava's UK Search Engine Marketing Report
Friday, 11 July 2008
Google's recent research into search's impact on branding echo the results featured in Guava's UK Search Engine Marketing Report published in April this year.
When asked what the primary objectives of search campaigns were; the importance
of branding as a primary objective
of Search Engine Marketing was clearly of great importance to our respondents, with SEO having a significant increase in 2008.
The Google research coincided with Orange's 'I am' campaign which encourages people to search for their tagline rather than visiting the website direct. Searchers will find an Orange sponsored link at the top of the page however they have no presence in the natural listings on either Google or Yahoo!. Therefore it's happy days for websites such as I am bored and the official I am Kloot band site who are no doubt receiving a little extra traffic of late!
However, in contrast to our research which showed that respondents from both the agency and client-side felt that SEO had more impact on the brand than PPC, Google's concluded that holding the top PPC position alone can increase purchase consideration by 20%.
Agency respondents
Interesting data. SEO is definitely higher up in people's eyes. Think about it, ads are ads and most people know that. However, organic SEO results are editorial in people's eyes, and as such are much better for branding.
Posted by: http://www.copperwebs.com/ | Wednesday, 18 July 2012 at 09:28 PM