Everyone uses online search to find brands, products and information. At Cognito, we wanted to better understand how our clients’ brands were connecting with their target audience through online search. We also wanted to know how our efforts – media relations, digital marketing, social media management and content development & marketing – impacts these searches and improves our clients’ organic search rankings.

We studied the online presence of more than 60 U.S.-based investment management firms and found some interesting trends. Did you know that most of the largest, well-known brands derive most of their web traffic from non-branded search, or searches that do not include the firm’s name?

Associating yourself with non-branded keywords is very important to building a brand, and even assets under management. (We explored some of these keywords in two blog posts earlier this year: “Search Engine Marketing Madness for Asset Managers,” and “Final Four”)

Please download the report and let us know your thoughts. Are you already using non-branded keywords as part of your integrated marketing and communications strategy? Contact me to talk through how media relations, content development and social strategies can positively impact online visibility. [email protected]