Columns > Brand Aid
Brand
Aid 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. The Brand Aid column appears Tuesdays at
Search Engine Land.
To get this column via email or feed, visit our columns page.
Aug. 6, 2008 at 9:50am by Rachel Charlton
Switching Gears With Paid Search: 6 Steps To Redefining Success For A Branding Campaign
Sweat glistened down his chiseled, tan face. Clad in his trademark gold jersey and black sunglasses, the icon finally put the finish line where it belongs... behind him. Yet despite the obvious missing hardware—his bike—and his dismal 488th place finish, the seven-time winner of the Tour de France considered...
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Jul. 2, 2008 at 8:30am by Robert J. Murray
Paid Search Ad Copy: Kicking It Up A Notch
Think about paid search. How would you describe it? Slow? No way. Cheap? Hardly. High Stakes? You bet. Paid search is a marketplace where every day, every hour—hell, every minute—counts. And costs. Cluttered and convoluted, it forces search marketers to grasp on to every advantage they can get. Not...
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May. 7, 2008 at 7:15am by Dave Feldman
Essential SEO Spring Cleaning For Your Website
It's Red Sox season again in Boston. That means we're at that meteorological intersection of winter and summer: it could very well be 80 degrees or it could snow. While most other parts of the country experience a season called spring, we get a small window of opportunity to...
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Apr. 9, 2008 at 5:45pm by Robert J. Murray
Blended Search: A Year Later
Believe it or not, it’s been nearly a year since Google launched Universal Search. Given that, how has your marketing changed over the last twelve months? If it hasn’t, it should. Let’s take a look at why. The development of universal search heralded in a new era in search...
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Mar. 12, 2008 at 7:59am by Dave Feldman
Got Duplicate Content? Don’t Let It Dilute Your SEO Efforts
"Water, water everywhere nor any drop to drink," laments a sailor adrift in Samuel Taylor Coleridge’s The Rime of the Ancient Mariner. The poor guy needs water to say alive—and he’s surrounded by it— yet if he drinks it, the salt content will kill him. As a search marketer,...
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Feb. 13, 2008 at 7:20am by Robert J. Murray
Designing And Owning Your "Search Shelf Space"
Ever walk into a store to purchase something, only to find it’s not there? You know what you want and you’re ready to buy, but you can’t find it. Bewildered, you paw through the shelves, searching high and low, but to no avail. Exasperated, you leave. Sound like fun?...
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Jan. 30, 2008 at 8:44am by Jessica Bowman
Search Engine Reputation Management: Setting & Managing Expectations
The euphemistic phrase "reputation management issue" describes what happens when you have a problem arise in search engine result pages. Whether it's the result of an algorithm change, bloggers, or social media sites jumping on negative news or other negative linking bandwagons, reputation management issues are a major pain...
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Jan. 9, 2008 at 7:24am by Dave Feldman
5 Ways To Make 2008 Pay Off Big
If you’re anything like me, chances are that by the time you’re reading this, you’ve probably already broken one of your new year’s resolutions. But hey, that’s okay. Those personal resolutions aren’t all they’re cracked up to be. All they really create is guilt and anxiety over the fit...
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Dec. 12, 2007 at 8:21am by Robert J. Murray
A Holiday Post Mortem For Online Retailers
If you can believe it, the holidays are almost over. Turkey Day is now long gone, and in less than 2 weeks, the big man in the red suit will be making his way back to the North Pole. Wondering where the time went? Better yet, wondering how you’ll...
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Nov. 21, 2007 at 9:37am by Dave Feldman
The Big Search Faceoff: Corporate vs Franchise
This summer, the National Hockey League took a cheap shot. No, they didn’t redesign the league’s uniforms or put a team back in Winnipeg. Rather, they took control of overseeing the league’s websites. Since the domains had previously been run by each franchise, naturally the move has some team...
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Oct. 17, 2007 at 9:17am by Robert J. Murray
Closing The Loop: How Search Can Inform Your Overall Marketing Decisions
The Market Research industry was born out of the need for marketers to gain insight into who their customers are, how they think, and how they identify with brands. But what if there was another rich data source that could provide you with key insights into how your customers...
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Sep. 19, 2007 at 9:03am by Dave Feldman
Turf Wars: How Aggregator Search Results Can Affect Your Brand
Are you a marketer looking for additional online sales outlets? If so, you’re probably considering partnering with aggregation sites as they have proven to be a highly effective solution for many marketers. However, keep in mind that partnering with such sites is not risk free. Doing so can both...
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Aug. 22, 2007 at 10:40am by Robert J. Murray
Getting To The Heart Of Things: Big Pharma Marketing Challenges
While I don’t recall asking for her opinion, I got it all the same. My wife—of course—thinks that my cholesterol problem is due to my diet. She says that I could eat in a more healthy way (whatever that means). However, I, on the other hand, like to think—as...
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Jul. 18, 2007 at 9:24am by Jessica Bowman
Protect Your Employees, Online
Have you ever checked out what people are saying about your brand on blogs and on photo-sharing sites such as Yahoo's Flickr or Google's Picasa? Have you also taken the time to monitor what people are saying about your employees? You owe it to your employees to look out...
See Related Stories In: Brand Aid, Search Marketing: Branding, Search Marketing: Public Relations
Jun. 27, 2007 at 9:46am by Jessica Bowman
What To Do When Your Company Wikipedia Page Goes Bad
It happens to many companies: their Wikipedia page evolves and starts reporting bad stats, inaccuracies, legal stories you thought were water under the bridge and more. Wikipedia is a web 2.0 success story, and almost always ranks on page one in Google search results for your brand. Anyone can...
See Related Stories In: Brand Aid, Search Engines: Wikipedia, Search Marketing: Branding, Search Marketing: Public Relations
Jun. 13, 2007 at 8:57am by Jessica Bowman
Dominate Page One For Your Brand Phrases
Facing unfavorable content on page one in the search engine result pages (SERPs) for your brand terms can be a challenge. Today's article discusses a strategy that allows you to mobilize all of your company websites to jump to the top of the SERPs so that your company dominates...
See Related Stories In: Brand Aid, Search Engines: Custom Search Engines, Search Marketing: Branding
May. 30, 2007 at 11:54am by Jessica Bowman
13 Tips For Getting Page One Search Rankings
How do you get what you want on page one for your brand phrases? When facing negative content at the top of the SERPs, it’s a challenge many companies want to conquer very quickly. The good news is that it is doable; it’s just that not many people talk...
See Related Stories In: Brand Aid, SEO: General, SEO: Writing & Body Copy
May. 9, 2007 at 12:42pm by Jessica Bowman
What Are Search Engines Saying About Your Brand?
In the offline world, companies make it a priority to influence the message people see in the media. However, in the search marketing world, very few companies make an effort to influence the message seen in search results pages. Instead, many companies ensure their website(s) are at the top...
See Related Stories In: Brand Aid, SEO: Writing & Body Copy, Search Marketing: Branding
May. 9, 2007 at 12:35pm by Chris Sherman
Brand Aid: New Column From Search Engine Land
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...
