branding Articles

Organic Ranking Profits for Subsiding Paid Search Ads
Alan Rimm-Kaufmanhttp://www.rimmkaufman.com/ recently wrote an article about allowing your most profitable keywords to subsidize your less profitable ones. This strategy is obviously needed if you want to grow your business via search because you first have to create awareness before you create sales.

Google Gets No Mention On Top Brands List
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It’s somewhat surprising that this is Coca Cola’s first number one spot on Harris’s "Best Brands" poll, considering the amount of money the company spends on branding and the subsequent associations branding has built in the consumer mind.

How to Own Yourself on the Web

After having a nice recent conversation with Jeff Liebert lately, I read his fantastic post in the WMW supporter’s forum about Are Businesses and People Adapting to the WWW Publicity Machine?

Google’s Better, But They Like Yahoo
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Another clue that perception, not truth, is what you can expect from people comes out of Penn State today. A study reveals that Web searchers prefer Yahoo over Google; the only problem is, they chose a logo, not a search engine.

Are Big Brands Stealing (Buying) the SERPS?
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For a long time, search engine marketers wondered why the big brands were so slow to adopt, why they seemed to be ignoring Google. They may be wishing for the old days, when smaller players with smaller budgets had a better shot at the SERPs.

Is Google Replacing Affiliates With Big Brand Spenders?
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Google’s search for utmost relevancy is hitting affiliate marketers hard, who are noticing their best converters diminishing as keyword prices raise. Relevancy has been the company’s buzzword, but critics say it’s more about the Almighty Coin (pr. Kwan).

QuickSprout – Branding Yourself for Success
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Personal branding is something I get a lot of questions about. People often ask me what they should do in order to get an established name out there and be seen as a major influencer in their industry.

The reason they want this is because the second you accomplish this, the opportunities will come your way and you’d be amazed at the kind of business or money that just lands in your lap.

Google Losing Fight For Its Name
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The search advertising company has been fighting against the usage of its name as a verb ever since Merriam-Webster put ‘google’ in the dictionary. It’s a battle they are not going to win.

Brand Positioning
Five words or less. Use consumer language, not "clientese." Follow the 4D rule. These are a few of my guidelines for writing positioning statements that are compelling and executable.

  • Five words or less. See if you can write your own tagline that clearly captures the essence of your brand. And don’t whine and say that’s a copywriter’s job… if you can’t boil down the brand essence into a short, memorable phrase, chances are a copywriter can’t either. It’s not a quick and easy process, but it pays off. 
Google Ranks First In Branding Power

A study by research firm Millard Brown and the Financial Times of the world’s top 100 brands found Google ranked highest in dollar value for the brand.

Microsoft Fine-Tunes Branding

Microsoft is making several subtle and smart moves to improve its inconsistent and unimaginative branding schemes:

Search Engines Build Blog Traffic, Not Popularity
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Optimizing your blog for search will certainly increase the amount of search engine referrals that will come through, which sounds great on the surface to anyone looking to monetize that traffic. When it comes to retaining users and garnering popularity, however, search becomes less important.

Inbound traffic is the most commonly employed metric in determining the value of a website property. In calculating market share, analytics firms almost exclusively base their figures on the volume of traffic a site receives.

SES: Promote Your Site With Wikipedia
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If you check out the Google search results for most terms, you’ll find Wikipedia at or near the top of the list.

Aged Domains vs. Branding New Domains
One of the big mistakes I’ve made recently is to take some older domains and try to launch new content on them for news portals.

Even though the domains are like 3+ years old, they haven’t had much of a search history on Google. The result is that they are effectively being treated the same as new domains.

Is Virtual World Marketing Just A Fad?

Anyone believing that online worlds like Second Life have reached the point of saturation had better take a second look at the marketing climate. Current trends point toward even more growth and expansion into virtual environments as the list of Fortune 500 companies launching operations in these online words continues to increase.

Community and ROI

The firms I talk to about community building seem to fall into two categories – those that want a Web community right now, and those that question the very value of communities.

In Brief: Semel Smiles, Google Surges, And More

Yahoo managed to please its CEO while holding serve in comScore’s search engine rankings for February 2006, but Microsoft, Ask, and Time Warner/AOL gave up some ground. Among brands people sought through search in 2006, MySpace topped a Hitwise list of searched brand terms

Travelocity: 96% Of ROI From Branded SEM

Travelocity’s chief marketing officer Jeffrey Glueck recently spilled out some ROI numbers on paid search that has the industry buzzing. Glueck said 96 percent of Travelocity’s conversions came from branded keywords used for paid search.

Google Jazzes Up Personalized Homepage

In a recent update, Google has added a new feature to its personalized homepage that might signal a focused effort to snatch another one of Yahoo’s strongholds away. By allowing users to give their Google homepage a more artistic look and feel, the company is sending a clear message that it wants to become the primary portal for everyone’s Internet experience.

Why Branding Matters in B2B Marketing

Strewn around my house are pens, coffee cups, calculators, USB memory sticks, and assorted swag from various companies I’ve met over the years. What is the purpose of all this stuff? Does having a leather portfolio with a vendor’s logo on it make me more likely to buy their products?

Thought Leadership To Build Brands and Nurture Leads

RainToday.com’s recent report "What’s Working In Lead Generation" got me thinking about the relationship of thought leadership to branding and lead nurturing.

In B2B marketing, all three serve the same purpose: to establish your company as a trusted adviser, so when a prospect is ready to buy, he or she will think of you and will want to speak with your sales reps.

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