Interesting article on how SEO ties up to traditional marketing exercises - in particular building a brand. SEO's primary purpose is generating organic search engine traffic that converts into sales and leads, but two of its most valuable fringe benefits include improving brand reach and improving brand image. So while branding agencies need not be experts in SEO, they will benefit by encouraging clients to sustain a strong SEO campaign, or partner formally or informally with an SEO agency. In this article, we will take a closer look at how a properly strategized and executed SEO campaign improves branding.