E-Commerce Times Talkback
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As the utilization of search marketing grows, the perspective from which you view its impact on your organization must also grow. Search engine marketing can no longer be viewed in a silo where its only measure of success is direct response metrics. Whether you like it or not, you must realize that search engine marketing is a very important component to your branding strategy. Where you are in the natural selection of the search engine results and what the results say about your brand are powerful influences on how the public sees your company and brand.
I agree with the author, except for the neutral results, categorized as irrelevant aren't necessarily so.
Suppose there are many of them, that could also mean you're being found under terms and are surrounded by content you might not want to be associated with.
Being found for terms important to you, and terms used by your customers and prospects to describe you is important, but not being found under certain terms should also warrant some attention.