I’ve been playing a game with myself lately. When I search for something on Google, I try to analyze why I am pulled to click on a particular listing in the organic (not paid or sponsored) search return. Clearly page one status helps, but not always. Sometimes I think the real kernel of truth lives on page two or three, hidden from the general public. Those long URLs? Forget it. They make me think they are unrelated to what I’m really searching for. Descriptive headlines in the listing? Very helpful and cause me to click more rapidly. More and more, I think the good brands are very focused on this and look for ways to improve not just their ranking but what it says. It’s still the early days for this area of specialty within marketing. The real brand builders and marketers (not the web tech guys or companies that only do SEO) are the ones who are going to figure this out and make a real difference for their client’s brand.

Posted in: Brand Development, Integrated Marketing, Online Marketing
Tags: brand building, organic search, SEM, SEO
No Comments