Our newest Search Engine Land column, Brand Aid, launches today. covers the unique issues faced by search marketers responsible for campaigns featuring big or well-known brands. Columnists look at topics such as effective branding via search, trademark protection, “co-opitition” with affiliates, integrating search marketing with traditional brand marketing and more.
In today’s debut article, Jessica Bowman looks at how brands are represented in search results. Many search marketers don’t realize that top rankings aren’t enough if your brand isn’t well-represented, or worse, if other high ranking search results cast a negative light on your brand. How can you tell? And what can you do about it? Read on in What Are Search Engines Saying About Your Brand?