Aim for the top in natural and paid search!

December 11, 2007

Eye tracking company Enquiro Research has produced a report (sponsored by Google no less) which shows the importance for brands to be well represented at the top of both natural and paid search listings.

They say ‘There is significant correlation between brands’ appearing in the top organic search and sponsored placements and consumer brand affinity, recall and purchase intent‘. Well that’s pretty obvious, but it’s always nice to have these concepts validated by eye tracking (something that I place great value in as an insight and usability tool).

The most interesting findings are:

This shows that there is definite brand affinity and recall to be gained by being well positioned and using the brand name in your listings. Good advice for travel companies with January coming, I see so many travel listings that are just a destination name and no brand mention at all.

The full report can be found here.

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