In the Wild Wild West days of yesteryear and still today we have a branding mark that gets burnt on the side of cattle to represent who they belong to. Well, in much the same way cattle are branded, companies are branded on the Internet by the Search Engines. There are many business factors including: Internet marketing, online advertising, web branding, and ethical search engine optimization techniques you can do to change and improve your brand image.
Many companies are sitting on the sidelines and doing nothing to improve their brand images. Many large corporations as well as Small Businesses, I would have to say, do not pay attention to how their websites show up in the search engine results pages. If some of the Presidents and CEOs of these large organizations were to look closely at their own companies, through the eyes of the search engines, I think they would see their company's brand image in a totally different light.
The Internet is here to stay. The impact the Internet has on B2B and B2C commerce can not be denied nor can it be understated. Consumers are flocking to the Internet to verify best pricing on products, find sources for services, direct purchasing from websites, evaluating new software products, shopping for cars, and even shopping for homes online. Businesses are having their purchasing managers, buyers, and engineers search the Internet for OEM suppliers, products, and services. Yes, no matter if a business is considered B2B, Business to business or B2C, Business to consumer, the impact the search engines have on Corporations or Small Businesses brands and sales is immense.
Evaluating Brand Image Online
The process of evaluating the brand image is not difficult. It is rather easy to look at the Search Engine results and determine if the displayed snippet from the website is a good brand image or not. It is important to understand a company's target market along with proper insight into what marketing strategies would like to be accomplished online. The difficult part is improving the brand image over the long haul. Search Engines continually update and improve their algorithms which can result in displaying the B2B or B2C website in the search engine results in a different light. It takes vigilance from someone that understands how the interaction between the various website html components affects the various snippets of information that are displayed in the search results.
As the brand is evaluated online it is necessary to tweak the Brand Image whenever required. Sometimes simply viewing the snippet of information from the business website in the search engine results is enough of a hint to make minor changes to the web page for improving the results. Other times it will require extensive redesign of the pages or the entire site to help improve the branding results in the search engines.