In light of the new Google Adwords trademark issues we are launching a new service designed to help businesses in the UK attract the traffic they deserve from brand name searches.
Here at Branded3 we believe that companies have a right to receive 100% of search traffic for their own company name. Building up a brand is hard work and we firmly stand by the principle that any visitor searching for “Brand X” should be directed to the “Brand X” website.
Yesterday Google opened up their Adwords system to allow bidding on trademarked terms meaning “Brand Y” will be able to place paid search ads on the results page for “Brand X”. The first page of Google usually contains 10 natural results and up to 12 sponsored results. This means that even if a brand features at the top of the natural results as well as the sponsored results there are still 20 more results that potential customers can click on.
We call this phenomenon “traffic leakage” and it can have a major impact on sales.
The most common issue is likely to be traffic leaking to competing sites but other issues are likely to arise from affiliates and even campaigns that set out to destroy a companies brand and reputation.
Search Branding Service
While there is no way to stop other organisations bidding on trademarked terms there are a number of defence mechanisms that will maximise traffic from these terms. If left unchecked we expect that brand name traffic will start to drop well below the current level as advertiser competition increases in May.
Branded3 recommends that all companies in the UK take strong action to ensure that they control the maximum amount of Google’s screen real estate in both the organic and sponsored results so that traffic leakage to competing websites is minimised.
To find out more about how Branded3 Search can maximise traffic for your brand keywords call 0113 281 4100 or contact us today.
Patrick Altoft is Director of Search at Leeds based digital & SEO agency Branded3. Patrick also runs Blogstorm.You can get our blog posts delivered for free by email every day - simply add your email address to the box below or alternatively grab the RSS feed.
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No. It’s a service to help big brands get a higher percentage of traffic from their brand name terms without letting traffic leak to competitors.
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