Over the years, I have heard many “professionals” debate how much Search Engine Real-Estate is appropriate when it comes to your own brand terms. What percentage of the listings you must “own”, or what keywords you must be on top for. I have heard that as long as you hold the top natural position, you don’t need the paid positioning. I’ve heard that you need a good mix of both. I’ve heard that with universal search you need a balance of everything. Regardless of what I’ve heard over the years, it is still my professional belief that you need to own EVERY spot on your branded search results as you possibly can.