Google search is a boon for branding

New research by Google has shown that brands which appear high up on search engine listings get more consideration from consumers, according to mad.co.uk.

The search giant said that companies making it to the top of a search are four per cent more likely to be singled out by consumers.

But getting to the top of a Google search under your own steam was far less effective than paying the company to be put at the top.

Google said that those who paid for a top position could expect purchase consideration to increase by 20 per cent.

Henry Eccles, Google´s product marketing manager for its Market Insights team, told mad.co.uk: "The gold standard is being top of both organic and sponsored listings."

"This combination raised purchase consideration by 22 per cent," he added.

According to the Internet Advertising Bureau´s Brand Engagement study, online advertising is more important for brand development than press and TV marketing.