Search engine optimization hits the mainstream on ESPN's Mike & Mike in the Morning. In between light jabs and sports commentary, a quick (commercial) reference was made to the sound quality of the Polk Isonic Audio System this morning. In a rather subtle, yet distinct move, the call to action very effectively tells the radio listener, "just Google 'isonic' to learn more about the Polk audio system.
Brand Positioning and SEO
How does a brand become a household name? We already know that popular shows such as Sex and the City, through the casual conversation of "Google this" or "Google that" have brought the Google brand name to the mainstream market. The Mike & Mike in the Morning show claims thousands of listeners every morning through 700 affiliates. Listeners that may or may not be technologically savvy in terms of demographics. While most listeners are familiar with Google, do they specifically associate a keyword with Google? With a brand? With being able to use a keyword to represent a brand? I'm not sure of the correct answer here.
The keyword "isonic" had somewhere around 1000 and 1500 keyword searches last month, a reasonable number, but not extraordinary (primarily because it lacked mainstream awareness). Once a term or keyword association hits the mass media, or is representative of a company, brand name or product, keyword popularity improves and ultimately, the SEO landscape gets more competitive. Brand names such as "John Deere Tractor" or terms such as "search engine optimization" would have no competitive significance to the market if there were little mainstream significance. In another week, it's plausible that a dozen websites may feature the keyword "isonic" in their content, in order to maximize their presence online through search results as Mike Greenberg (possibly) continues to promote the Polk Audio System.
Just Google "Isonic".
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