Searchers 'demand relevant links'

When consumers conduct searches online, they want to be presented with the websites most relevant to their chosen criteria, an expert has asserted.

Jack Wallington, programs manager with the Internet Advertising Bureau, remarked that one reason for the success of Google is that the engine delivers consistently relevant and quality links to its consumers.

He suggested that ambitious firms which hope to develop their online brands and rank highly within such websites ensure their marketing messages are highly specific to their product.

"They'll have a very strong focus on their brand, not straying away from their core message. If you look at top companies they are very controlled with their brands," Mr Wallington added.

Recently, Google was named the most powerful trademark in Britain by SuperBrands.

The marketing presence research firm suggested that businesses should build trust and loyalty among existing customers and potential consumers by creating a recognisable brand and reputation.