SEARCH MARKETING: Can search build brands?

We examine SEO marketing and the link between success in search marketing and brand strength

For B2B marketers who can't rely on retailers to attract new customers to their products and services, search marketing is particularly important and most are aware of how search can lead them to new customers in a measurable, trackable and scalable way.

However, some B2B marketers are taking this one step further and claim that search can even be used for brand building. The claim is controversial and not everyone agrees, but if true, the implications for B2B marketing are considerable.