You have a business and would like to advertise online but you don’t know how you are going to compete against companies much larger than yours. Many of the keywords you would normally associate with your product have already been widely used by other well known companies leaving your search ranking position further down the page. According to a study in the Journal of Advertising increasing your search position is more likely if you are very specific with your keywords and phrases (Yoo, 2014). Developing online branding can be helped with specificity of key word choice that leads to higher customers attraction and recall. Small businesses have a hard time competing with larger businesses in branding. It makes little difference if you are discussing traditional forms of advertising or online advertising. As consumers look online to find the products and services they need they will use certain keywords that help them find what they are looking for. Consumers are very specif
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