Sixteen pixels by sixteen pixels. By anyone's definition, that is a small amount of screen real estate, especially on the internet where adding a new page with millions of pixels is just a few clicks away. But no other 16 x 16 square gives you as much bang for the pixel as an identifiable favicon.

What is a favicon?

Look up in the URL field of your browser. Do you see a small gray and white circle icon that looks like a labrador's head? The same gray and white circle that matches our logo (but in a much smaller form)? That's our favicon. Now bookmark this page. If you look back in your bookmark folder or toolbar, our logo will appear next to the link (in most browsers). That's our favicon again.

That little graphic is stored on the LabradorMarketing.com webserver. A line of code in the website tells your browser (and other websites) that the image is the icon for our site. That is why it is displayed in the URL bar and your bookmark list (among other places).

Nine reasons why a Favicon is important.

1. Brand Identity. There is a saying that you have to get in front of an audience at least seven times before making a sale. Its not an exact science, but common sense dictates that the more your products, company name, or logo are in front of someone the more familiar they become with your company and services. Unless they have some reason to associate negativity with your company or product, generally with an increase in familiarity comes an increase in perceived quality. Since your website is on the front line of bringing in new prospects it is as important as any other piece of marketing collateral to promote your brand. You wouldn't hand out business cards or type on letter head without your logo would you? Why should your website's URL bar be any different?


2. Boomarking. As I showed you with the Labrador Consulting and Marketing Services Logo , your favicon will also represent your website on bookmark lists and bookmark toolbars in most browsers. Obviously this is a good way to build familiarity with your company and brand as every time someone looks at their bookmark list they will see your logo. But it also makes it more likely they will come back. There is no hard evidence of this, but anecdotally we see greater bookmark traffic from sites with favicons. While there are no hard numbers to support this, think about it and look back at your bookmark list. Certainly if you have quite a few bookmarks, many of them do not have icons. Which ones stand out more, the ones with unique, identifiable favicons or the ones with nothing beside them, or the graphic of a simple blank page?


3. Searching & Tabs. Many browsers today offer tabbed-browsing. This is where you can have multiple websites open in one window, and you can jump from site to site by clicking on the different tabs. The more tabs you have open the smaller the tabs become, and fewer letters in the website title are visible. But the first thing displayed, and what should always be displayed, is the favicon. The icon might also be displayed in the browser's built in search bar if you have added your site there. Don't you recognize the Google "G" logo or Yahoo's Y! as soon as you see it? The same could be applied for your company logo and website.


4. RSS Feeds. I've already written about the importance of RSS feeds for gaining traffic. RSS feeds are an important place to display your favicon. Most RSS feed readers will display your favicon (company logo or graphic) next to your feed, again creating brand recognition and awareness. RSS feeds are quickly becoming more popular online with many internet users opting for RSS feed subscriptions over traditional web surfing. While these prospective and current customers may not see your fancy website, its graphics or animations... they still can see your corporate logo and brand with a favicon.


5. Comments Sections - Especially for Bloggers. Ever seen avatars (an icon representing a person) in a comment section of a website or blog? Those can be favicons too. Not all websites and blogs do this, but quite a few do and more are adding this functionality all the time. So if you have a blog through blogger or typepad, or run your own blog or website and comment on other sites... make sure you have an eye-catching favicon. It will be an additional point of brand exposure and quite possibly give more credence to your comments (and thus generate a few more click-thrus).


6. Other Sites & Search Engines display them too. There is a nifty little plugin (Google Icon) for Mozilla Firefox that displays a favicons beside Google search results. While its not common or part of the standard application, this functionality could become the default search through browsers or other search engines at any time. Be prepared with a strong, eye-catching favicon that will separate your site from the rest.


7. Guard your secrets. Many web developers and site owners spend countless hours and resources creating and customizing sites. Often this includes using CMS software, bulletin board software, blogging software and other components. Some are paid for and some are Open Source, but virtually all have their own favicon installed by default. And while you may not want to deny the applications and scripts you use to accomplish your goals, you probably don't want to advertise them either. What if a security vulnerability is discovered in one of the software programs you use? Even though you may have patched the problem, do you want to advertise what's running on the backend? And after you have spent countless hours customizing something to fit your own needs and brand, do you want to have that effort hindered by displaying the logo of the software you started with? Besides, the purpose of your website is to advertise you and your company's products and services, you aren't paying for hosting space and a web developer to advertise for someone else.


8. Distinguish Yourself From the Pack. Favicons have been around for years. Support for them in older browsers was less than stellar, but over the past few years, virtually all modern browsers have handled favicons well. Still, many websites don't have a favicon. The average Joe may not know how to create them or even what they are called, but even so-called "professional" web designers complete sites without giving them proper favicons. Why? They are not difficult to add, and the possible benefits are great. The name of the game on the internet is traffic... why wouldn't you do everything in your power to increase your traffic? With that being said... if you ever look at a Search Engine Optimization firm (SEO) or other company claiming they are will help you generate more business through your website... and they don't have a brand-recognizable favicon, run.


9. They are cool. OK, so this may not be a tangible reason, but come on... that little icon is cool. So many websites have something generic if they have anything at all. But that little icon gives you a way to express yourself and your brand. Besides, its a challenge to put something meaningful and identifiable in a 16x16 pixel square. You don't back down from a challenge, do you? Any marketing expert will tell you an opportunity not taken is a sale potentially lost. If you are in this to succeed, don't miss an opportunity to build on your brand and increase your traffic.