WebProNews

In the session "Search and Branding", Noah Elkin, VP of Corporate Strategy, Steak spoke about why brands matter in search.

Coverage of the SMX East conference will continue at WebProNews Videos.  Keep an eye on WebProNews for more notes and videos from the event this week.)

Elkin said, "Consumers are searching for brands and on brand terms." Brand terms are more likely to be clicked than non-branded keywords.

"It [brand] matters because search is all about first impressions," said Elkin. "Brand is also about managing your reputation. Brand-related keywords will always be the driver of the most traffic." They provide relevant results.

Bob Tripathi, Search Marketing Strategist, Discover Financial Services, said key areas to consider are brand perception, brand recognition, brand loyalty, and brand affinity.

The online channel has grown from 6 percent in 2006 to 12 percent currently. "Discover brand recognition is at 90 percent and is important to be listed in both organic and paid."

He gave six takeaways for using social media integration with branding.

1. Be a search marketing champion

2. Start a small search pilot program

3. Provide search intelligence to brand team

4. Integrate campaigns across all media

5. Leverage social media

6. Rinse and repeat

 WebProNews Video anchor Abby Johnson contributed to this report.