SEO as a Branding tool?

I think it is, what do you think?

[Craig_F]

I know my all of my clients main online competitors names, urls, and what they offer by heart. I've been to some of the sites, but many I have not ever visited...but I still know them pretty well. How is that possible you ask? It's the branding power of the SERPS.

How important is this? It could be big, especially when you consider that it is happening to everyone on every search they do. Think about it for a minute, how many companies do you know off the top of your head solely from viewing SERPS?

Does anyone have any data, or articles on the branding effects of the SERPS? I haven't seen any info on this, and would love some numbers if they are out there.

Also, we all know you get traffic from the SE's, but are there other benefits (like branding) too? Thoughts?

[john316]

I've always believed that PPC should do just that (build branding in the serps).

As far as stsndard SE's, it is still mainly KW's, although I can identify my competetion by their titles, I doubt that the average surfer can.

[IanTurner]

Is part of the overall scheme in some of my fields - get my name noticed in the SERPs - it is surprising how many people take us a lot more seriously than they would if they visited our office (or should I say hovel :) )

[JamesR]

Some make very unclickable PPC ads but still try to brand through the url in title etc. Last I heard Goverture was taking proactive measures against this but it is still not a bad tactic.

[digitalghost]

A local newspaper had rejected several of my op/ed pieces. Shortly after 9/11 the same newspaper contacted me after using my email address as a search term on Google to ask if they could run my Nation In Turmoil piece.

I promoted a P3P tutorial in one search engine and one development site and have now been paid for making several sites P3P compliant.

There are definite benefits to getting your name out there, other than just traffic.

The downside is that having your name out there drives email into your box. Email that requires answers. Sometimes about subjects that are complex. This eats away at free time. That can be spent developing content. Which drives more email and traffic. Requiring you to buy PDAs, cell phones that send and receive email, laptops with cell modems or satellite connections...

On second thought, maybe branding isn't such a good idea... :)

DG

[IanTurner]

my best experience yet is mentions in silicon investor for a site that we spent a week developing to resell some kit.

Everyone thought we were a major european outlet for an up and coming company. :)

[misciab]

I think SE positioning is an excellent branding tool! Especially for big and well known companies.

Why should companies with big budgets advertise their brand (and be 'the best') on TV and newspapers and not on the web?? They would appear old-style..
If one searches for 'rent a car', for example, has expectancies coming from the off line reality. Finding or not a big company's site in top 10 makes the difference in terms of brand awareness, no doubts. and for small companies is am incredible opportunity to be side by side with the bigs.

Ciao
Miriam