The Blog on Branding

Use or Abuse Search

Search on the web hasn’t changed too much since its beginnings, but through YouTube, Twitter, and other outside the box approaches, companies have changed the way they use search for their own benefit. Joshua Palau, vice president of Search for Razorfish, broke down how companies use search today. He concluded some companies look at search as an innovative tool leading their business to new frontiers, while others see it as a necessary evil required to do business in 2009.


“C’mon join the rest of us out here.”



Want to know more?

• Integrate online and offline media
• Synchronize related content
• Create niche websites
• Provide customer service: how tweet!

Integrate online and offline media

Palau argued that companies that look at search as ‘innovative’ are constantly thinking of new techniques and ways to expand upon their Internet-based business. They realize it is not merely a trend, but something to constantly change and update. By doing so, companies stay ahead of the crowd. Increasing the use of SEO on a website helps to bring higher ranking on searches, thus higher traffic to their websites, all leading to more money.

Using SEO on only a few articles on a website won’t increase the traffic enough to make a difference, but constantly writing new SEO-rich material will help to make your website the best it can be. This illustrates how some companies are in tune with the services the web can provide, while others seem burdened by it.

Realizing this and expanding beyond search, some companies truly grasp the Web’s true dollar value. For instance, film companies uploading their movie trailers on YouTube have helped to increase the movie’s exposure and popularity. YouTube has even recently included a specific space for uploading the trailers.

However, other companies just don’t realize the Web’s potential. Palau mentioned that during this year’s NFL Superbowl, five movie trailers were advertised on TV, but none of these same trailers were uploaded on YouTube. This is a prime example of how these companies aren’t thinking ahead and using what’s right in front of them. How many people do you think searched YouTube for those trailers after seeing them on TV? If companies aren’t simply uploading their content on to an easy-to-use search, what else are they ignoring on the Web?

YouTube offers advertising between video views, which is fairly similar to a commercial in between a TV show; not a revolutionary idea, but a good standby.

Synchronize related content

Another more subtle way of getting exposure is via the related content that shows up along with the original search results. Relating your clip to other common clips furthers your own exposure. A&E has taken advantage of this form of promotion. When searching for the TV show Intervention, a box appears next to the video listing other popular shows on the channel. Each A&E show advertises for the other resulting in an endless cycle of self-promotion. A search for Intervention, a show documenting drug addictions, helps advertises for the show Dog the Bounty Hunter, a show about a bail bonds man’s family busting drug addicts. The fact that certain companies don’t take advantage of this promotion shows how behind they really are.


“Yeah, they’re talking about me.”



Are some companies addicted to this new form of exposure, and others just above the influence?

Create niche websites

Warner Bros. is taking full advantage of search advertising as well, thinking even beyond search. By creating 35 websites based on various aspects of The Dark Knight, Warner Bros. created buzz before the movie even hit theaters. By making websites for the Gotham Cable News, Gotham City Rail, and more keywords related to the movie, more searches brought up more results for the movie. All helped to spread interest in the movie all over the Web. Warner Bros. could have just made one typical website for the movie showing the trailer and other related information, but took that extra step some companies are scared to take.

Provide customer service: how tweet!

Further expanding past search, Best Buy has attempted to dabble outside of relying on search. By creating a Twitter help center to answer technical questions via tweeting with users, Best Buy is attempting to further its reach on a social media network. They’re providing the same services already offered, just via a new channel. This illustrates their willingness to use the Web to gain more business. Recognizing the value of this exposure, Best Buy is attempting something some companies don’t deem necessary to do.

I’m not sure what it will take for some businesses to realize search engine and other Web-based strategies are important to their company. I do know that those companies that do realize it now have an advantage over the rest and should run with it.

Brian Honigman Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.