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The Role of Search In Branding

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.

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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