PALO ALTO, CA - Great post on Aaron Wall's blog this week, in which the search engine expert notes that according to the Microsoft AdCenter blog, 35% of MSN Live Search's top search queries are brand related. See Brand Keywords Create Your Long-term Sustainable Profit Margin.
According to Mr. Wall, "Brand keywords are easy to own because of their resonance. ... If others outrank you for your own brand, then your public relations stinks or you have major SEO issues. If others out monetize you for your own brand, then your business model needs to be improved." Either way, the problem is fixable.
But beyond Mr. Wall's point, if you own the targeted, generic descriptor URL for your niche (such as NonprofitRecruiter.com or EcommerceConsulting.com), then brand awareness is 100x easier to create because you are merely co-opting what already exists in the mind of the customer and simply tacking on the phrase "dot com." As in, "I'm a Miami dentist, and I'm on the web at MiamiDentist.com." Nothing could be easier -- and more instantly credibleizing. And the beauty of this strategy is that you don't have to pay a fortune dislodge a competitor to occupy the top spot on the customer's mind.
Concludes Mr. Wall, "Investing brand related profits into awareness related marketing helps reinforce your market position. Even if the ad return is at a break even point it still helps you by building additional attention that leads to additional citations." Yep.
For Part 2 of this post, click here.
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