Search has historically been seen as a direct response vehicle and the notion that search is a branding medium has traditionally been met with considerable skepticism by search marketers, albeit somewhat less recently. In an effort to be provocative in moderating the “branding and search” panel at SMX West last month I said, “Search is much more a branding medium than anything else.”

When I asked how many people agreed in the audience only a few hands went up. James Lamberti of comScore then presented evidence to argue that search was in fact a powerful branding medium because of its reach, how it’s used by consumers in early stages of purchase behavior, the brand and generic category keywords used in queries, and so on.

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