Branding and brand identity should be made part of your daily marketing strategy and can have a direct impact on your search engine marketing efforts. A lot of hype surrounds the recently released Interactive Advertising Bureau (IAB) Search Engine Effectiveness Committee’s report on the brand lift from textual paid search results. Search Engine Marketing (SEM) companies have known this for a long time that top search engine visibility has a branding effect, both with organic and paid activation.
A site can generate higher conversion rates and more qualified sales leads from lower positions. In fact, in a SERP’s spidered results, people who are willing to go past the top three positions are often better researchers. They are likely to be more qualified prospects than those not willing to research. Search engine positioning is only a small part of the branding picture. A positive branding influence from a top position can be lost after users click on the link to a Web site.
A number one ranking is certainly a great way to let people know that your company is out there. Bidding for the higher paid search visibility therefore this urge of demand from top brands advertisers the prices for the first position rise more quickly than any other position, primarily due to the cachet of being number one. As bid prices skyrocket, many companies forget why they’re buying search marketing in the first place?