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Branding Through Search Engines

Herdon Hasty believes search can help companies develop brand recognition better than traditional television or media campaigns. He points to search as a tactic for widening the purchase funnel at the top to create awareness and using PPC and SEO to bring it on home.

Hasty reminds us that "search isn't a true top-of-funnel medium," and that a shopper must search for something to trigger an ad. But taking into consideration the volume of traffic on a search engine and the size of the audience, brands can build as much awareness as through traditional media. Hasty provides an example with the keyword "women's shoes."

Read the whole story at Search Engine Watch »

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