Does your brand appear above the fold –on page one before the need to scroll–in search results? If not, you could be losing millions of dollars in brand value, according to research from SEO firm Conductor.
Findings show the most significant lift occurs when brands appear above the fold and in universal search results.
The study also found that intent to purchase from retailers is much higher when brands appear on page one of the search engine result pages (SERPs).
The research findings point to the emergence of a new branding paradigm that permanently disrupts the way marketers approach brand development by putting search on par with traditional channels including television, print media and banner ads.
Conductor sought to measure how exposure to a brand in the natural search listings influences consumer perception of the brand. The study measured three distinct categories: brand awareness, perception of brand quality, and purchase consideration using an established brand in an established manufacturing category, Frigidaire and refrigerators as the test case.
It found the most significant lift –up to 30 percent over the baseline — occurs when a brand appears above the fold in search results. Even more significantly, intent to purchase at a retailer increased by 20 percent when above the fold in search, and 10 percent below, compared with when it doesn’t appear at all in search.
“The study suggests that millions of eyeballs in online search go untapped by marketers in their efforts to build brand awareness that helps drive sales and the overall success of the business — it’s a huge, lost opportunity and wake-up call for marketers who want to build a powerful presence on and offline,” said Nathan Safran, Director of Research at Conductor and the author of “The Branding Value of Search’s Page One.”
“Brand owners need to rethink their approach to brand development and seriously consider search as a valuable medium for reaching their branding and business goals.”