Gord Hotchkiss, President & CEO of Enquiro Search Solutions, talks about Enquiro's latest online branding & search industry research, with Greg Jarboe of SEO-PR at SES Toronto 2008. Hotchkiss covers his recent work on the relationship between brand lift and SEO search rankings, essentially contending that high web search rankings are a necessary but not sufficient component of strengthening a brand online: while established brands do receive lift from winning on web searches for which users expect them to, it has yet to be established that unknown brands receive any lift for their high rankings.