How online branding drives search, and vice versa
Jenny Kirbyi-level
Search marketing has long been accepted as one of the most effective channels for direct response campaigns. But the relationship between online branding and search remains a hotly contested area.
Marketers are asking:
- Does search drive brand awareness and consideration?
- Does brand activity drive search activity?
According to a recent report by Hitwise, the research group, 76% of the top 2,000 UK search queries were navigational, i.e. they were search terms which included brand names. It makes sense to conclude therefore...