The Role of Search In Branding
StepForth SEO Blog , Tuesday, August 21, 2007 2 PM
Ross Dunn covers a session from SES San Jose on how search integrates with brand. Yahoo's Kelly Graziadei said Yahoo is testing various forms of universal search within results. For instance, a search on "Transformers" includes 10 organic rankings preceded by a graphic teaser for the movie trailer, reviews and show times.
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Scott Linzer, director of search marketing at Universal McCann, noted that taking the trouble to create locally targeted campaigns yields better results than a national approach. Lots more in this post from the session.
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