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.
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.