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Study: Brand value jumps with search placements, scope

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New York—How high a brand appears in organic search results, as well as the breadth of query results, have a significant impact on brand awareness and purchase considerations, according to a study by search engine optimization company Conductor Inc. According to the company's "The Branding Value of Search's Page 1," a lift of up to 30% in awareness and intent to buy occurs when a brand appears in universal search results (including not only URLs but also social mentions, images, videos, etc.), as well as when it shows up "above the fold," meaning within that part of the page that appears without scrolling. In addition, when a brand appears in both paid search (PPC) and natural search results above the fold, brand awareness scores increased by 20%. Conductor's study was based on an online poll, fielded in the first quarter of this year, with 250 respondents.
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