The Branding Component of Search Marketing

Up until now, the major goal of search engine marketing (SEM) has been to drive targeted traffic to your site for lead generation and online or offline conversions. However, it's now evident that during the search process, another valuable advertising goal is achieved -- that of branding.

Some SEM firms don't hype branding because of their focus on driving qualified traffic to produce leads and sales. However, at Bruce Clay we feel the branding aspect of SEM is too important to be overlooked.

How Search Branding Works

When indexing your site, most search engines will use your website's Title and Description, or the information therein, to create the text link that appears in the SERPs (search engine results pages). This link, and the brief description of your site that follows, function as an "ad" when users view your search engine listing.

Every time your listing shows prominently in the SERPs, branding takes place. You can achieve better branding when you ensure that all your ad elements encourage maximum awareness upon click-through to your landing page.

There are two major factors of importance in an SEM branding campaign: your branding message on the results page (Title/Description or Paid Text Ad) and your call to action on the landing page.

Coordinating Critical Ad Elements

Your Title and Description Tags are critical elements in a professional search engine optimization (SEO) campaign. When your website architecture, linking and content are properly optimized, these elements will help bring you to prominent positioning in the SERPs.

With paid search ads, a professional SEM firm will research and identify strategic key phrases, write the text ad, develop your bidding strategy, monitor bids, and track and fine-tune changes. Here, too, there's a Title and Description that shows in the SERPs.

Your landing page is an important ad element for both SEO and Paid Search campaigns. Copy and creative should be strategically composed as an extension of your "search ad" on the SERPs, with the landing page focused solely on the desired action. Ideally, these marketing elements should be prepared by SEM pros with advertising expertise.

Examples of internet branding...

Part three will explain...

* Measuring Search Branding
* Maximize Your Branding Efforts
* Summary

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