Industry News
Posted on 14/12/2007
Search engine ranking improves brand success
Occupying the top of organic and paid search listings improves the performance of marketing campaigns and influences consumers' perceptions of brands, according to a new study.
Eyetracking firm Enquiro Research found that there is "a significant correlation" between search marketing efforts and brand affinity, brand recall and purchase intent.
The study focused on consumers that were in the early stages of selecting and buying a car and used eyetracking and a survey of the participants to evaluate the branding effect of various search positions.
The car manufacturer Honda was used as the test brand and fuel efficiency as the test brand attribute.
The results showed that when the brand name appeared at the top of the paid search and organic rankings, consumers were 16 per cent more likely to think of the manufacturer's cars as fuel efficient than when its brand didn't appear on the page.
A previous study by Enquiro Research found that consumers were 220 per cent more likely to recall a brand name which appeared high on organic and paid search listings than a side advert with none.
© Adfero Ltd
Posted on 14/12/2007
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