If you do a generic keyword search, for example “makeup”, the given results or the so called SERPs will give you brands like MAC, Sephora, and more. Results being displayed are either specific brands. Aside from these brands, you probably won’t see an unpopular product.
Thus, brand recognition is also important. It’s one effective way for websites to get more clicks and ultimately,gain more customers that will increase website sales. Undoubtedly, it really is our nature to choose a product based on the brand, on the looks, and on the quality.
On a study conducted by Nielsen, consumers would really buy products from brands that are reliable and familiar.
None really would directly switch to a new product in a snap. For example, if you were to choose from Nike and Skechers, only a few would choose Skechers. Not unless if you are used to skechers, then, of course you’d pick Skechers. Aside from that, price would be a factor. Obviously, Skechers is cheaper than Nike.
But if you take away the constraints, the public would choose Nike! Without a doubt, they will choose a brand promoted by famous athletes such as Kobe Bryant, Lebron James and Jeremy Lin.
Trust is one factor in making purchases, and this is not that different when it comes to organic search results. In search, you will also choose what you know and what you trust.
Thus, it all comes down to branding. Most SERPs display similar content, but results differ from depending on “Brand Recognition”.
What does the numbers say?
A research from Search Engine Land and Survey Monkey proves that over 400 consumers gave a unanimous answer when asked, “What is the most important aspect in helping you decide which results to click on in a search engine search?”
When choosing what to click on, 70% of the surveyed consumers said that the most important aspect for them is “known retailer”. Well, the research proves that it really comes down to branding.
We can conclude that: the greater the brand recognition, the more searchers would be clicking on them. Thus, this would mean more sales for websites.
Why would people pick an unfamiliar brand over famous one?
- They want more answers
- Results being unclear thus trying another click might do the trick
- Brands might be overrated
- Brand is unreliable and shady
Well, you cant blame the consumers for giving the first click to the top search result. They will automatically think that the 1st option is the best.
To sum it up, this is exactly search engine optimization is important. You need to earn a digital spot in search engines for your brand to be known. In order to earn that, you need to develop your website and earn the trust of the public. Once you do, you can never go wrong because people will always choose the brands they trust.
Ultimately, they will choose websites that they are familiar with. Widen your search opportunity so that your website will be on the first page of the SERPs.