Search Marketing: Branding
Why the University of Arizona changed its abbreviation for SEO
Will “UArizona” distinguish it from competitors and other well-known brands in search results if people still search...
Understanding the role of branded and unbranded search in the customer journey
Understanding how to rank for both branded and unbranded terms in organic search is critical for marketers looking to build domain authority and...
The North Face booed by SEO community after manipulating Google image search results
The North Face's agency Leo Burnett Tailor Made covertly updated Wikipedia images to make sure the brand appeared at the top of Google image...
How to reach consumers while protecting their privacy
The debate surrounding probabilistic versus deterministic cross-device tracking is nothing new. But with the rapidly evolving online landscape...
How to drive conversions with on-brand SEO copywriting
Are your web pages not converting? Contributor Jessica Foster explains how to create an SEO-focused brand message that builds trust and drives...
Should you keep your best content on your site or send it away?
Contributor Julie Joyce looks at the pros and cons of keeping content on your site versus sending it...
How to use domain names for marketing
Although many small businesses do just fine with using one domain name, companies of all sizes can certainly benefit from registering multiple...
How to use good ol’ PPC to support fun and creative branded content
Contributor Kevin Lee looks at creative synergies and the power of collaboration to increase the efficiency of branded content using PPC...
Three ways retailers can deliver meaningful 1:1 shopping experiences amidst the retail apocalypse through AI marketing
If you were paying attention, 2017 might have seemed like the year that industry pundits’ predictions about the death of retail finally came...
The 7 biggest trends driving customer loyalty
According to 3Cinteractive, 64 percent of brands reported an increase in loyalty program membership over the last year. Loyalty programs are...
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...
Four brand-building activities that lay the foundation for SEO
Columnist Brian Weiss explains why a strong brand is necessary to ensure that your SEO efforts can reach their full...
Three ways to use a domain name for business today
Registering a domain name is one of the first steps to starting a new business. That’s because whatever name is chosen will represent the...
Amazon vs. search: Why you shouldn’t put too many eggs in one shopping basket
Where should retail marketers focus most of their time and effort: search or Amazon? Columnist Purna Virji shares data from an analysis of...
6 web properties you can use to protect your branded search results (with real examples)
How can you take more control of the SERPs for your brand name, beyond using your own site? Columnist Brian Patterson shares ideas for...
10 tips for choosing the perfect domain
When it comes to choosing a domain name for your business, you've got more choices than ever. Columnist Ryan Shelley provides suggestions for...
Site category exclusions for Google Display Network getting brand safety update
The changes are related to updates first announced in March in response to an advertiser YouTube...
SEO: The missing piece in brand protection
Columnist Bobby Lyons outlines the ways in which search engine optimization (SEO) is critical in building and defending your brand's reputation...
How Pinterest has developed computer-vision technology to power visual search for users and brands
Pinterest has been developing computer vision technology since 2014 and is now applying it to visual search queries and ad...
Three ways B2B manufacturers can capitalize on ‘Made in the USA’ searches
In the third and final installment of her three-part series on marketing American-made products, columnist Dianna Huff discusses how...