Nancy asks, “If you’re selling something highly technical e.g., carbon fiber to replace traditional aluminum for fabricating airplane seats, would branded search be helpful e.g., assuming there are brand name aluminum makers who target the aerospace?”
It depends on the behavior of your buyers. One of the most important, easiest things to do is configure Google Analytics to separate out branded and unbranded search as separate channels so you can better see how different types of search perform. Once you have that set up, you should be able to determine the importance of branded search to your business.
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