by Gord Hotchkiss
Last week, I talked about branding on the search page effectively, intercepting the user during consideration. Certainly if you’re a household brand name, you have to be at or near the top of searches for your product category if you want to defend your position in the prospect’s consideration scent. But what if you’re a new entry into the market or a relatively unknown brand. Can you still effectively play in the category? Yes, but you have to be smarter than your behemoth competitors. Fortunately, in most cases, that’s not too hard to do when it comes to search.