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What's in a Name?

What you don't know can hurt you online, so keep a close eye on your brand to make sure your company appears in its best light.

This story appears in the July 2006 issue of Entrepreneur. Subscribe »

The good news is, it's easy to get exposure to millions of web users. That's the bad news, too. Are you checking yourself out online? You might be shocked at what's being said. Remember to use internet marketing to build your brand, protect it and repair it when it's been burned--your sales are at stake.

In your quest to reach new customers online, you might be overlooking the most profitable group of prospects: those who are seeking out your brand. Every month, you should use the most popular search engines to look up the names of your company, products or services, and key executives. These names are part of your brand. Study the first few pages of results, since that's what your prospects, potential partners and the press will do when considering your business.

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