SEW Experts: Brand Strategies for Search Marketing – Part 1

Whether you’re an agency, consultant, or in-house search expert, it’s likely that you will eventually need to answer this key question from your CEO: “Why would I buy my own brand terms? Aren’t we are already listed at the top of the search engines?” In the inaugural Brand Equity column, “Brand Strategies for Search Marketing – Part 1,” Travelzoo’s Erik Qualman shows how paid search can bring incremental traffic, control of your brand’s messaging, and other benefits the CEO will appreciate.

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Image showing front and back of the rumoured iPhone 8 in blush gold colour, which is a kind of peach brown. A caption in the bottom right corner attributes the image to Benjamin Geskin.
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