Search firms rebrand to cut ‘techy’ links

Two leading UK search marketing companies are rebranding in an attempt to move away from the industry’s “techy” image. Website Promotion Services (WSPS) has become The Search Works, while Corporem Global has renamed itself Latitude.

The two are following the lead of WPP Group-owned global digital network mOne, which merged its worldwide search operations under the name mSearch in January. As search marketing becomes more important to mainstream brand marketers, search marketing companies are increasingly seeking to disassociate themselves from their computing industry roots.

Meanwhile, The Search Works and mSearch have both criticised the search engine strategies of the UK’s biggest companies. Both have published surveys showing how FTSE-100 companies fare on leading search engines. The Search Works looked at a range of leading search engines including Google, MSN and Overture/Yahoo! and found that almost two-thirds (64 per cent) of the official websites of FTSE-100 companies did not appear in the top ten results of a simple online search using keywords such as “travel”, “insurance” or “bank”.

The mSearch survey, which looked at Google paid-for and natural search rankings, produced similar results. According to mSearch, more than three-quarters of FTSE-100 companies fail to appear in Google’s top ten listings when the most widely used keyword for their relevant industries is typed into the search box.

Latest from Marketing Week

Influencers, consultancies and the recruitment crisis: The key topics of conversation at Cannes Lions

cannes lions

Cannes Lions 2018: Marketers turned out in force to advertising’s biggest annual event. But away from the usual talk of purpose and creativity, some big issues such as the recruitment crisis, how advertising responds to the #MeToo movement and cleaning up the influencer marketing space were discussed.

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here