Agree. Many lose highly targeted traffic by not controlling their vanity serps.
If you have no real brand type in traffic it doesn't matter much (like most devs/personal brands). For any kind of company with a range of products or a strong brand then yes, they are missing out. They should even be running ads for their brand terms, using secondary sites, filling the whole SERPs, sideboxes, news, typos, competitors etc. Basically any on-page real estate you can get.
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Control your name / brand 1st page of Google is very valuable. Many brands are loosing traffic because competitors are ranking on branded queries.
Agree. Many lose highly targeted traffic by not controlling their vanity serps.
If you have no real brand type in traffic it doesn't matter much (like most devs/personal brands). For any kind of company with a range of products or a strong brand then yes, they are missing out. They should even be running ads for their brand terms, using secondary sites, filling the whole SERPs, sideboxes, news, typos, competitors etc. Basically any on-page real estate you can get.