Brand positioning in SEO is crucial for brand awareness and drive traffic to companies’ web page. Companies have historically created audience through TV adverts and advertisement campaigns, and more recently through online social networking services, blogs. However, recent studies have shown that good SEO positioning have influences in the number of traffic driven to the web page, in consumer perceptions of a brand and consequently in brand purchase decisions. In the graphic provide by Optify we see that by being appearing in the first result in SEO, you get 36.4% of the clicks but only 1.5% of organic clicks if you are in second page. As a result, we can realize of how important is to be in these first positions to profit the benefits of the SEO.
A report made by Marketing Charts found that brands experience a 30% lift in awareness among respondents when it appears above the fold and in universal search results (digital assets). When appearing in paid search (PPC) together with natural search results above the fold, the brand awareness lift was 20% above the baseline results, and 10% when only in natural search above the fold.”
However, pay-per-click advertisement will only succeed with the correct words. To know which words users are using to search in your category, you can contact a specialist in this field or make and own study research using tools like Google Insights. Google insights gives users information about the performance of different words and provides sadistic information in the different words analyzed by answering different questions as the followings:
- What users are looking for?
- How often they search?
- Which are their interests?
In conclusion, companies should drive some of their marketing budget to this on-line positioning as it has been demonstrated how useful it is.