tedster - 6:25 pm on Apr 13, 2011 (gmt 0)
Last year I mentioned the new "Holy Grail" for search engines - measuring engagement. That is a term borrowed from social media, but it seems clear how important engagement metrics can be for search, especially in the e-commerce space.
If an online business doesn't engage its market in some real way, you have a danger signal that the "business" may just be good at manipulating the more traditional ranking signals. and if you can measure engagement in a refined and hard-to-game manner, then you have a very potent signal.
So I say Yes to "brand-aware" - even "engagement-aware."