Orange is now encouraging people to find their website by typing ‘I Am’ into search engines instead of advertising www.orange.co.uk.

At first I thought it was quite clever and innovative, but I am surprised that the only Orange presence for a search on ‘I am’ is in the sponsored listings.

Any brand that intends to follow Orange’s ‘find us by searching’ tactic, should employ an SEO agency to get their website to appear for the said phrase BEFORE the start of the campaign.

For Orange’s campaign website to rank naturally for ‘I Am’ they will need to try to encourage lots of websites and blogs to link to them with the text ‘I Am’. Where is the call to action on their website for webmasters and bloggers to add a link? Which part of the wider campaign encourages them to link in this way?

At least Orange will be helping I Am Bored, which ranks first for the term I Am, get heaps of extra traffic.