Study: SERP Rankings Significantly Effect on Brand Equity

The Digital Essentials, Part 3

Developing a robust digital strategy is both a challenge and an opportunity. Part 3 of the Digital Essentials guide series explores five of the essential technology-driven experiences customers expect, which you may be missing or not fully utilizing.

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Written by Anthony Piwarun
A recent study by Conductor showed that a brand’s search rankings have a significant effect on consumer trust, brand recognition, and purchase decisions. The study highlights the ever-growing importance of ensuring that your website is visible above the fold, in those coveted top four organic listings. The results show a clear advantage to brands showing up above the fold, with the websites seeing an average of 30% increase in brand awareness. Highlights:

• Sites ranking on page one, above the fold, with universal (i.e. image, video, etc.) results and an organic listing see a 30% increase in awareness
• Paid search ads that accompany top ranked organic listings provide an additional 20% lift in visibility
• Half of all search ads that are clicked on with a matching organic result are incremental

This shouldn’t necessarily be news to most of us in the industry, but it shows how building maximum organic visibility, gradually over time, will deliver sustainable ROI in more ways than one.