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Search Engine Marketing Builds Brand Awareness

Posted by fusionbox on Oct. 11, 2009, 6 p.m.

Fusionbox is going on seven years as a Denver web design, web development and search engine marketing firm. When I tell people where I work, they almost always say they have heard of Fusionbox. This is true despite the fact that we have never done any traditional advertising. I'm convinced this is true because we dominate the organic rank for many of our keywords. And doing this creates brand awareness.

I spend quite a bit of time talking to clients about the tremendous return on investment that organic search engine marketing can bring. Most clients know that seo means getting to the top of Google, but not every client knows that a search engine marketing initiative can have the same benefits as a solid PR campaign.

So, how do we go about elevating a brand? We create online buzz. First, we make sure that our clients show up in the top organic ranking in Google. Take Adolfson & Peterson, a national construction company, for example. They aren't as big as some of their competitors, but they want to be, so we make sure that when users search for national construction companies, they show up with the big players. Once a potential client clicks through, they position themselves as being just as experienced as their competitors who might be bigger.

Next, we'll create what we call Thought Leadership. Adolfson & Peterson is a leader in green construction. Everyone at the company is aware of this, but most potential clients are not. We change perception by essentially launching an online PR campaign around this subject. We'll write and distribute content about Green building to blogs, industry publications, groups, and even social media outlets. Now, we have developed online buzz around one of A&P's key value propositions.

Then, we'll make sure that A&P is on all the directories, lists, and sites that cover the green building industry. We're not just building inbound links as most of our competitors are. Sure, we are helping positioning, but we are also creating brand awareness and controlling perception at the same time.

“In a first-of-its-kind online study commissioned by Google, researchers discovered a significant correlation between companies in the top organic and sponsored ad placements and consumer brand affinity, brand recall and purchase intent." - Enquiro Research – www.enquiro.com.

Contact Fusionbox to find out how internet marketing can effect your bottom line.