To get real attention for your web site – build a brand

Look at the statistics for web usage and you soon discover that the most popular web sites in the world are those which are focused on specific brands. Search terms also tell a tale or two about the importance of brand. For instance, the latest figures on search popularity show that in the IT area, FIVE of the Top Ten search terms were for PayPal. In the Internet sector, Facebook and YouTube dominated the searches.

This is, of course, no surprise – but it does show us something interesting. People are using search engines to find brands, such as Facebook or PayPal, when all they need to do is type the brand name into the address bar to be automatically taken to the brand without conducting a search. In other words, even if you are some of the most well known products and services on the planet, people still search for you.

This tells us something very useful. It suggests that getting search engine traffic depends significantly upon brand recognition. And where did the likes of PayPal, Facebook and YouTube create their brands? In the OFFLINE world, using a great deal of PR and media work. The same is true for all the other highly searched for organisations – like Starbucks or Holiday Inn.

The data about search behaviour is consistent – and the latest results are nothing special. The most searched for things are those we already know about from some other means outside the Internet. It is yet more evidence that if you wish to win the search engine wars against your competition, the best thing you can do is to create an OFFLINE brand.

Like this article?

Share on twitter
Share on Twitter
Share on linkedin
Share on Linkdin
Share on facebook
Share on Facebook
Share on email
Share via email

Other posts that might be of interest

Internet Psychology

Is your brain back to front?

British businesses will spend this weekend on tenterhooks as they wait for Monday’s announcement from the Government about the ending of lockdowns. For the past couple of weeks, the mutterings from 10 Downing Street suggest

Read More »
Internet Psychology

Can you do boring tasks?

Last week, not far from the M25 in Buckinghamshire, the biggest-ever boring machine in the UK started its slow churn through the Chiltern hills to dig a tunnel for the HS2 rail system. It will

Read More »
Fence painting
Online Business

When did you last paint your garden fence?

If you are a “big change” business, then you are like my garden fence. Leaving it unpainted for so long has created much more work, at a higher cost, than if it had been tended to every year. Ignoring reviews of your online activity for long periods also means you make more work for yourself and raise your costs.

Read More »