Companies must utilize search engine optimization in order to ensure brand recognition. As Liddy and Badke both explained search engines use a variety of features to retrieve user information. Term frequencies, term location, date of publication can all be drawn upon in a specific engines algorithm but, the accuracy of the results depends on the users initial search. Computers only respond to what they are told to search for, they cannot think for themselves. Companies must keep this in mind when they are branding themselves. A difficult name with special characters or stop words may be lost in translation when a consumers attempts to search for this online. When naming a company or product business owners must keep the digital age consumer in mind in order to remain prevalent in their field.