Brand Stacking Definition
Domain Stacking is also called brand stacking. Brand stacking refers to a case in which several pages from a single website are listed on a search engine result page (SERP) when a user makes a search query. Listed on a single SERP might also be multiple links belonging to a website.
A search query launched through the use of relevant keyword result in the display of a list, usually brand stacking. Many search engines use brand stacking, Google for instance use brand stacking by display many pages belonging to a website on a single list when users make a search.
A Little More on What is Brand Stacking
In most cases, brand stacking favor big brands who have contents relevant to the keyword in the search query. Before any attention can be paid to smaller brands, larger brands are placed higher and often dominate stacked lists.
There is a number of criticisms against brand stacking, for instance, online marketers claim that it is an unethical approach and always unfair to searchers.
Despite this claim, there are still some benefits that brands, whether small or big enjoy from the brand stacking feature. For instance, a user that launches a query on a particular brand is likely not to get negative feedback displayed on the stacked list. This means that brands can be free from negative feedback being displayed to users. Brands can also eliminate rivals through brand stacking.
Brand Stacking is applicable to every website, however, there are certain criteria that brands or websites must meet to enjoy the brand stacking feature. Also, not all website pages can enjoy the brand stacking feature.
When some brands named are searched by users, some and not all of these brands enjoy brand stacking feature. This is due to certain reasons such as the relevance of the website, feedback on the website, and others. However, when searches relating to the services offered by the websites are launched, there is a high tendency that stacked lists will be returned to the user.
References for Brand Stacking
Academic Research on Brand Stacking
How sociable? An exploratory study of university brand visibility in social media, Botha, E., Farshid, M., & Pitt, L. (2011). South African Journal of Business Management, 42(2), 43-51.
Business models, business strategy and innovation, Teece, D. J. (2010). Long range planning, 43(2-3), 172-194.
Does size matter? An examination of small and large web-based brand communities, Scarpi, D. (2010). Journal of Interactive Marketing, 24(1), 14-21.
Towards a digital attribution model: Measuring the impact of display advertising on online consumer behavior, Ghose, A., & Todri, V. (2015).
Brand buzz in the echoverse, Hewett, K., Rand, W., Rust, R. T., & van Heerde, H. J. (2016). Journal of Marketing, 80(3), 1-24.
Internet recommendation systems, Ansari, A., Essegaier, S., & Kohli, R. (2000).
Driving online and offline sales: The cross-channel effects of digital versus traditional advertising, Dinner, I., van Heerde, H., & Neslin, S. (2011).
Estimating Market Power in the Internet Backbone Using Band-X data, Giovannetti, E., & Ristuccia, C. A. (2003).
Understanding the impact of synergy in multimedia communications, Naik, P. A., & Raman, K. (2003). Journal of Marketing Research, 40(4), 375-388.
Marketing-mix Modelling Big Data, Cain, P. (2014).
Towards a Digital Attribution Model: Measuring Display Advertising Effects on Online Search Behavior, Ghose, A., & Todri, V. (2015).