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Search as a Brand Enhancer

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Until recently, marketers haven't considered search to be an effective channel for branding, but that's changing. In fact, search can be used to simultaneously enhance brand awareness and increase conversions, as advertisers like SONY, Danskin and others have found. More on using search for branding in today's SearchDay article, Branding through Search: Strategies & Tactics. A longer version of this story for Search Engine Watch members offers insights on recalibrating your search efforts to support your branding goals, tips on protecting your brand's use by other search marketers, bugeting and measuring results for branding rather than traditional metrics, and more. Click here to learn more about becoming a member.


SimilarWeb Search and traffic sourcing are both crucial to luring shoppers to your website. In this article, "2 Successful Holiday Strategies for Online Retail", you'll learn how to use a two-pronged approach for your holiday search campaigns that combine top keywords with the best referral sites. Data in this article comes from SimilarWeb.

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