How SEO Builds Your Brand?
The presence of the auto-suggest or auto-complete feature of many search engines forces brands to focus more on brand recognition efforts. In 2021, SEO efforts on just your services and products may no longer be sufficient. Instead, you may want to focus on optimising for your brand name as well.
Your brand name can be a resource for you to tap into as well. With a business name that is more friendly towards your target keywords, it can help propel your company to the number one spot of every search listing
Unfortunately for smaller and newer businesses, search engines have the tendency to push established and optimized brands forward in suggestions. For example, typing purchases on any sort will likely end up with you viewing an e-commerce site, likely Qoo10 or Shopee. A website that is named ‘cheapwalletsforsale.com’ will likely not stand a chance trying to compete for those keywords in the domain name.
Naturally, no one would want to be low in the ranking status. According to Forbes’ Value of Search Results Ranking, Second-page results only attract below 6% of all website clicks.
Any pages behind that will be left with nothing.
Hence, it’s critical that your SEO strategy revolves around building a strong brand presence that the digital audience will come to recognise.
How to Choose an SEO-Friendly Brand Name?
Names are powerful. Like colours, they can elicit an emotion and cause an impression.
Hence, an effective algorithm-friendly name is already half the battle won. Choosing a brand name is important, but it does not mean that you should model your name after popular brand giants like Google or Facebook or Instagram. Causing potential trademark lawsuits is definitely not a receipe for SEO success.
The last thing you want is to have a similar name to your competitors, and have to compete for business and keyword ranking for your brand name too! It might also cause confusion for your customers in the local directory listing.
Here is how to choose a good brand name for SEO purposes:
- Use Shopify’s business name generator to search for used and unused domain names.
- What follows should be a long list of available domain names for you to choose from.
- Next, using an Incognito Mode or clearing your browser’s cookies, search for your domain phrase or name. This should give you a good idea of what results your customers will likely see when they google your brand.
- Take note of any similarly named domains or brand names with any undesirable association.
- Rule of the thumb remains – the less competition, the safer. The more unique a brand name is, the easier it will be for you to monopolise the SERP.
A shorter brand name (and URL) is often believed to be easier to rank higher in search results, while being less of a hassle for customers to remember.
Building Brand Awareness with SEO
A branded and unique name is good and all. However for most established websites, changing your brand name might not necessarily be the best idea.
You may end up having confused customers wondering about the name change, or suspecting that the financials of your company is in the red, causing a shift in ownership or management.
Hence, instead of trying to build a new ship, resources should be diverted into incorporating your SEO efforts to carry your brand name and its reputation.
Branding is often seen as a separate channel from SEO, when in fact it should be viewed as more of a parallel.
If your SEO efforts are too different from your branding efforts, it can leading to a disconnect in marketing strategies. Without a coherent direction, you could end up with less-than-ideal results for both.
By integrating branding intentions into your SEO strategies, you will be able to generate organic traffic from search engines to improve your company and brand’s image.
The goal is to control your brand image and build your brand awareness. With a positive brand image, increase in profits will follow, as people start to believe and support your brand. So how can SEO help you to exert more influence over your brand image?
Redefine Your Link-building Strategies
By targeting areas on the internet with more online traffic and momentum, you get to have the advantage of allowing your efforts to snowball into something bigger and faster as time goes by.
Niche forums, or websites like Reddit and Quora are areas where content have a wide reach and may potentially go viral. It could be a great place for your SEO link-building strategy, but also allow you to hear and understand your potential customers better.
Creating infographics or participating actively with online communities can really help you build support and backlinks to your website.
Branding & Optimising Your Company
Are there any strong taglines or company motto that you can target as your website’s unique keywords?
Just Do It is a trademark of shoe company Nike, and it is one of the core components of Nike’s brand. Searching up Nike anywhere on the internet would yield you results that contains these three simple words – Just do it. No other company would be able to influence this public perception of these few words. So then, what is a comparative advantage that you may have, that you can use to brand your company?
Similarly to a brand name or website name, are there any mottos or slogans that you can use it as your own?
Use Longtail Keywords to Help You Convert Customers
How can SEO and keywords help you achieve a higher conversation rate?
The beauty of long-tail keywords is that is that it is transactional in nature.
Searches may start with a generic search, usually searching information. Maybe the client is looking to check if a computer with a rumbling sound is a sign of trouble? Or maybe they are checking up on the benefits of an electronic toothbrush. At this stage, the customer may not ready to commit to a purchase yet.
However, long-tail keywords show a different and deeper intent, where the prospective customer is more likely to make a purchase. For example, instead of ‘electronic toothbrushes’, the search may entail something more specific, such as ‘what are the functions of an electronic toothbrush’ or ‘what makes an electronic toothbrush better?’.
Long-tail keywords are lower in volume, but also have a low competition for it. Being a search with a more defined focus, it allows companies to reach to specific audiences which are otherwise tougher to reach.
Making use of this fact, and going back to the example of electronic toothbrushes, companies that selling a product along this line, should try to focus on ranking higher for more focused enquires.
- For toothbrushing products, companies can consider positioning themselves as the ‘solution to your poor dental hygiene’ or ‘replacement for your traditional toothbrush’.
- Prices are also a good focus. Including content where prices and market research is explicitly mentioned and included can attract more clicks, as customers are inclined to read from a single source where all information is already available.
- Other verticals or similar products, such as dental floss or teeth whitening kits can also consider including the keyword ‘Electronic toothbrush’ in their branding and SEO efforts.
This creates the opportunity for companies to convert customers who are looking for that specific product, by convincing them that your product may be better suited for them, or maybe also serve the same purpose for them.
This can help websites achieve a higher click-through and conversation rates.
Boost Your Keyword Strength with Branded Keywords
In addition to long-tail keywords, it is also important for websites to take note of their ‘branded keywords’.
Branded keywords refer to queries that users are searching, that includes the name of your brand. An example, for Nike, could be ‘Nike Golf Gloves’, or for ‘Bellroy card holders’. Users who search for these branded keywords are probably more invested in your brand, and already know more about your brand. This is slightly different from long-tail keywords, where they are invested in the purchase of the product.
Hence, if your brand were to appear in high volume of branded keyword searches together with non-branded keywords, Google could associate your brand with these keywords. Not only does this help your website rank for more keywords, but it will also help you improve your non-branded keywords ranking.
Branded keywords can be the target for your pay per click ads. It is important to focus on brand keywords ads, as it is likely that your competitors are probably doing it. Competitors or third-party content creators may do it subtly, putting up content in the form of ‘Company A vs Company B’ blog articles.
By doing so, they get to rank for your company’s branded keywords and position themselves to swipe up any of your potential leads.
Additionally, paid ads can help you control the entrance message to your website, giving you more influence over your brand website. 65% of users click on Google ads when they are searching for an item online.
Branded searches are often underestimated but having ranked for brand searches could mean an addition in potential traffic and conversions. Branding gives your product an identity and name, setting yourself apart from your competition.
It is important to note that paid-ads and SEO are two very different marketing strategies. Branding isn’t marketing, and different industries are better suited for different strategies.
Use Content to Help With Your Branding
There are also other ways to keep up with the competition and outrun your competitiors in this digital rat race. One of which is through content marketing.
Content is always helpful and effective when it comes to helping a website rank for keywords. After all, it is the reason many websites choose to have blogs and articles. Helpful and illuminating content on your website could go a long way for your long-term SEO goals. Content is king in the online world, giving websites the capability to command the growth and control the direction of your website.
Many SEO agencies will be able to generate a comprehensive content strategy that can help put your website on the digital map and results pages. While it may sound simple at the start, content is far from just churning blog posts and hoping people will read them.
Apart from keywords targeting and research, content can help build your brand’s identity and recognition. It is important to know what to write about and how to write about. Content being released on a regular basis allows you to attract customers like a normal newsletter would. Given time, it might even echo through the online community, carrying its own marketing momentum.
But how should you incorporate content into your branding strategy?
When it comes to content, it is always helpful for any website to provide answers to the “who, where, when, what, why, and how” in your space. Focus your content marketing and creation efforts on the areas in which your brand has a comparative advantage in. It is one of the best ways to stand out from your competition.
While producing unique and engaging content can be a challenge for most, as it is indeed a labour-intensive task, contributing your thoughts and insights on high-quality websites can allow you to garner a following from a different community or digital marketplace.
Consider collaborating with quality websites within your digital space. Guest-posting or cross-posting is an effective way for websites to share their audience members and grow together.
Using SEO to Build Brand Authority
The digital age we operate in today has allowed brands to have more interaction with their online customer base. This can be seen most commonly through social media marketing campaigns. Social Media provides a form of direct contact and feedback between companies and customers. Singaporeans are on social media for an average of 2 hours and 8 minutes per day, giving brands so much oppurtunity and resources to leverage upon.
However, in SEO campaigns, a similar approach can be taken with a different direction. Instead of communicating with your audience, you can get your audience to help you build and shape your brand.
For example, The Woke Salaryman blog has established itself as a source of information for financial advice and monetary decisions. Through blog content and comics, they are able to position themselves as a source of authorative content in the financial industry that websites can reference to and would want to collaborate with.
To show Google and your audience members that your website offers quality information, you need to improve engagement metrics by posting frequently and publicising your published articles.
Eight Actionable Tips to Start Brand Building with SEO
- Focus on creating in-depth content and guides to help your audience with the common problems that they face. These contents can come in the form of blog posts or videos or podcasts. Try different mediums to see which works best.
- Repurpose old content by adding and improving the internal and external links that the article has. Replace any broken links with working ones and add links to your most updated content.
- Leverage universal searches such as pictures and videos. Rename your videos to contain your company name and the video name. Names which contain a string of numbers or gibberish made-up names like ‘qqqqq’ or ‘001’ will not do you any good when it comes to SEO.
- Have your website undergo an SEO audit. You can do so using Google’s free Search Console to get a quick rundown of your website, or you could hire an external digital marketing firm to do so.
- Use social media to interact more regularly and directly with your followers. Platforms like Facebook, Instagram and Pinterest offer small brands incredible chances to connect with their audience and garner marketing momentum.
- Rebrand if you need to. Rebranding shouldn’t be a rushed or immediate process. You may be required to tweak some parts of your brand to reflect your updated strategy or direction or include newer products into your company marketing campaigns. Changes which are too extreme or sudden may drive existing customers away, which is why rebranding must be done with caution.
- Research your competitors within your industry. No one wants to be too similar to a rival company. The goal is to be different from others. Hence, it is important to know what you need to be different from, and this can only be possible through
- Define your target audience and segregate them into different groups. You can divide your audience into different segments and attempt different marketing strategies targeted at each of them. Older people might be away from social media, forcing you to rely on traditional billboards, flyers and ad spaces to capture their attention. A younger crowd might only be able to find you on Instagram, forcing you to tweak the content you have to suit a younger audience.
In the digital space, everything is about agility now. Websites cannot afford to launch campaigns when the momentum is about to die down. It may be tough to monitor the digital demographic and respond to it effectively, which explains why it may be worth your while to have simultaneous channels of marketing ongoing for your company. Having a outside perspective may also help better define your marketing strategy. Digital Marketing firms exists to help you obtain better leads and more clients, while you can focus on receiving and attending to these digital visitors on your online doorstep.
At Leading Solution, we are your lifelong advisor in digital marketing. We care for you far and beyond just digital marketing. We want to build powerful digital marketing channels that can help your business grow exponentially.
SEO campaigns can be a massive help to your online branding efforts. Aligning branding and SEO together can help you drive your company’s growth beyond measure.