Search marketing is generally seen as a core tactic within digital marketing programs.
Capturing the intent of users actively searching your products or solutions is a no-brainer, right?
What seems like a simple question, can often be complicated.
Whether it’s due to budget-constrained environments or the brand having a stellar SEO team, I’ve fielded the same question for nearly every brand/client I’ve worked with:
“Why should I pay for brand search clicks, if our organic search listing is right at the top of the page?”
To be fair to those non-PPC stakeholders who may be reading this article, it is a valid question to ask. ]
Logically, I understand why it is appealing to capture free clicks and focus PPC budgets on tactics that will pull in new customers; however, there is a 1+1=3 effect to SEO and PPC results showing in conjunction.
Let’s look at some of the top reasons why brands should remain invested in their brand keywords.
1. SERP authority
Search engines are a part of daily life. Billions rely on search engines to answer information gaps in real-time, every day. They are a brilliant resource that only increases in terms of adoption and value.
Given how frequently we use search to solve problems, our brains naturally establish a correlation between the position of a search result and its relevance to our original query.
While a bit dated, Microsoft and Google have published studies confirming this notion.
If you still aren’t convinced, just look Google’s and...
Read Full Story: https://searchengineland.com/why-invest-branded-keywords-386220
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