SEO 'can enhance brand protection'

Search engine optimisation (SEO) can play a key role in protecting the identity of a brand, according to an expert.

Brand protection is now a key concern for many companies, as they seek to assuage consumer fears over fraudulent online retailers, and combat the bad press which can proliferate from social networking sites, said Kerry McCarthy, SEO specialist at High Position.

A combination of SEO and branded pay per click (PPC) campaigns is the answer to those problems, Ms McCarthy told Marketingweek.co.uk.

"Without an effective campaign to mitigate bad publicity, companies face losing revenue through lost sales and waning public trust," she said.

"The best way to combat negative publicity is to harness organic SEO techniques and combine them with branded PPC campaigns."

Research released in March by the Search Engine Marketing Professional Organisation and Econsultancy revealed that money is frequently being transferred from other sources of marketing to fund SEO and search engine marketing.

Source : http://www.equimedia.co.uk/index.php?id=98&article=19744735