SEO’s primary purpose is generating organic search engine traffic that converts into sales and leads, but two of its most valuable fringe benefits include improving brand reach and improving brand image. So while branding agencies need not be experts in SEO, they will benefit by encouraging clients to sustain a strong SEO campaign, or partner formally or informally with an SEO agency.
This is exactly what SEO can do for your brand. In fact, SEO is one of the best ways to give your brand a boost in the search engines. However, you have to do it right.
- Brands Should Control Their Own Brand Awareness: When consumers recognize your brand keywords in search results, they will eventually click on your page to find out more information. When they like what they see on that page, it could impact their buying decisions. The best way is to use analytics to assess the impact the strategy has on your brand. If traffic, engagement, and conversion on your site increase after implementing your new strategy, that’s a good indication of its success.
- Boost Your Brand’s Worth With Search Engine Rankings: The main thing to remember is that it all begins in the keyword selection phase of your campaign. By building your campaign around a variety of keywords, you can build awareness in a variety of ways. By focusing on keywords that have to do with your industry, accommodate local search, and also through brand-specific search phrases, you can be sure to cover all aspects of your market.
- Local SEO: Local SEO gives brands the ability to intensely target local markets, achieving prominent, visually appealing exposure for local searches. Local SEO proficiency benefits not only local companies, but also national and global brands with an interest in building market share in specific geographic markets. Important side note: Google’s results to users are based on many factors, including their geographic location — so local search visibility is not limited to users querying with explicit geographic keywords.
- Image and Video: Image and video search continue to grow in popularity, and are of particular benefit to brands with a complex value proposition. Creating visual content allows a company to tap into visually oriented users, and a greater number of users who are not necessarily visual learners. Why? Because mobile Internet access is exploding, and mobile users are drawn to visual content. Visual content is an area where branding-SEO collaboration is very helpful. SEOs know how to leverage visual content, but branding specialists know how to create it.
- Long-tail keywords: Keywords give brands the ability to reach very specific subsets of the audience that are not easy to market to by other means. For example, a widget cleaner can use SEO keywords to target searches for “clean widgets made before 1960” or “clean widgets in a desert climate”. A robust SEO campaign can target thousands of such long-tail keywords, with the cumulative effect of opening a line of communication with scores of micro-markets.
- Brand Image: Branding specialists may not know it, but SEO campaigns frequently include a branded SEO component. A branded SEO campaign targets branded keywords, so that Google users querying branded search terms see the brand’s company links, quite often at the top of the SERP (search engine results page).
- Measure The Key Metrics: If you are going to work on building off-page SEO, you’ve got to measure the work and your actions along the way. Measuring key metrics such as backlinks, referring domains and keyword search positions enables a marketer to identify what helped improve performance.