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Invisible BrandingApril 28, 2010 – 5:56 pm |
 Abdul Fattah Ismail |
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Sometimes, we use the search box just to see what comes up when researching a product. You type it in, and get various results from leading merchants along with some surprises. Advertising Age, however, poses this question: Do the same results come up with a generic keyword correlating to the business?
It clearly depends on your website’s search optimization. I searched for ‘deli sandwiches’ and this was my result:
The results were interesting in that Schlotzky’s Deli came up second, and I haven’t seen a Schlotzky’s since I left the midwest nine years ago. In fact, the closest location is in Newport News, Virginia. The company must have a strong web development team to reach second on the results list. The Texas-based chain underwent a bankruptcy filing and complete overhaul of their operational structure. They have expanded in the Plains states last summer with more locations coming in the near future, both domestic and international.
I also did a test for the dying record store industry in New York. I typed in “record stores nyc” and got these results: 
The local business results in this search were quite predictable. Other Music has been renowned for years with a solid inventory of used and new albums, along with imports and rarities. I did find interesting that they were ranked second behind Citidex, which is a nondescript guide that has images and coding similar to the Yellow Pages. In conclusion, major retailers are still working on getting their site optimized for keywords and losing ROI in the process. Blueliner can come to the rescue today.
