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The importance of targeting branded searches

Though many search marketers focus primarily on non-branded searches, columnist Thomas Stern believes it's crucial to invest in a branded search strategy.

Thomas Stern on December 7, 2017 at 2:00 pm

Search experts understand the importance of targeting non-branded search terms: Optimizing for high-volume, non-branded terms can drive a significant amount of traffic to your brand’s site.

While targeting non-branded search terms plays an essential role in your overall search strategy, many brands still underestimate and neglect the power of branded search terms. By relying on the strength of a brand and integrating branded search tactics with current non-branded search strategies, your business can discover more qualified leads — and, as a result, increase conversions.

[Read the full article on Search Engine Land.]

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Thomas Stern

Thomas Stern oversees the architecture and evolution of our services lines as Chief Innovation Officer at ZOG Digital. He has over 10 years of digital marketing experience through a range of industries like retail, insurance and travel/hospitality. He has been featured in numerous digital marketing publications, has received graduate level internet marketing education and is a board member of Search Engine Marketing Professional Organization (SEMPO) Arizona. Follow us on Twitter @ZOGDigital.