SEO isn’t just about the blinkered concept of ranking your site for a list of relevant keywords.
Come to think about it: SEO is all about improving your online visibility; and breaking down barriers between your business and those trying to find you.
It is the perfect tool to use in your branding strategy.
The only reason you optimise your website for a list of keywords, reach out to other web owners for backlinks and give your site a complete overhaul is to get your business in front of as many eyeballs as you possibly can.
It’s the same thing you do for brand building.
SEO as your Branding Strategy
After creating a name, symbol, and design that’s easily identifiable with your business or company, you want to put it out there for the whole world to see. At the core, branding is all about making the defining aspect of your business visible.
So, in a sense, brand marketing and SEO go hand-in-hand.
What many marketers tend to forget is that SEO, when done correctly, supports their brand. Everything starts with how you display your brand in the search engine result pages and all the other places where you’ve solidified an online presence.
In the race to rank your website for both branded and non-branded keywords, it’s critically important never to forget the most critical aspect of marketing your business – and that is branding.
If anything, your SEO strategy should be solely focused on branding your business and increasing brand equity. You win when you finally succeed in transforming from a business to a brand.
That’s the keystone strategy. After establishing a strong brand, your SEO strategy will automatically be fuelled, thus propelling you to the top of the search engine ranks with little to no effort on your part.
One thing with not having a recognisable brand is that you have to work extra hard compared to the giant global brands you’re in competition with to convince Google and other search engines to rank you highly.
It’s a leveled field, yes. But let’s not pretend that if Coca Cola and a lesser-known brand were each to publish a post of the same quality that the results generated would be the same.
Firstly, the post that Coca Cola publishes will attract more backlinks. Due to its high brand positioning, there will be many blogs and websites referring back to it. So, expect it to rank higher.
People react differently when interacting with a brand as opposed to a business that’s still struggling to find its footing.
Fortunately for you, it’s possible to use SEO to transform your business into a brand, and here are a few tricks on how to get it done:
Link Building (Off-page SEO)
This is the most obvious of the suggestions that we have.
Brands recognise brands. That’s the basic idea behind this proposition. When established brands recognise your brand by linking back to you, online users are left with no option but to pass you up as a brand.
Branding is also about increasing your recognition. In the world of SEO, when another site links back to you, it goes on to show that they have recognised your value.
Use every link building tactic in the book to build your brand. Scour the internet for broken links, create infographics that other web owners will share around, and be active on forums and online communities until people and businesses start taking note of your presence.
Brand Equity Optimised Content
The same way you optimise your web content for search engines it’s the same way you should be optimising it for branding.
Content marketing allows you to spread the word about your business or brand. When infused with SEO, using exceptional content, what follows is enormous stopping power.
You can start by focusing on the content itself. You have a two-pronged approach to getting this right. First is by focusing on satisfying the hunger that your audience has for fresh content.
While at it, be sure to follow search engine policies and guidelines to stay on their good graces. In other words, you have to be a keen follower of ethical SEO practices as you watch as your brand grows stronger by day.
Brand Positioning – Using Long-tail Keywords
The basic logic behind long-tail keywords isn’t because they’re easy to rank. It’s because they carry consumer’s intent whenever they’re performing a search.
In other words, consumers tend to be more specific when querying long-tail search terms. They’re more likely to take action compared to their counterparts running more generic, short-tail keywords.
Here are the different types of consumer’s intent in the keywords:
· Navigational: The intent behind this keyword is to access a specific website or brand. Users will query a search term and specify that they’re looking for a particular brand or domain (Coca Cola, Facebook, Quora, or Nike).
· Informational: Users will be looking for information. The information may be general, specific, or presented in more than one web page. It can be a how-to guide, review and so on.
· Transactional: Users looking for more information on how to complete a given task, like making a purchase, registering, or subscribing to something.
· Commercial: This encompasses all the run-of-the-mill searches that come immediately before a user makes a purchase (product description, price, etc.).
With long tails keywords, you can target a specific audience instead of casting your content on the specs. It helps you dig through the trenches for specific user intent and target the corresponding audience specifically.
Write content to promote Your Brand Image
Content marketing gives you the power to control the image of your brand. It lets you build a positive image of your brand instead of letting your target audience fill up the blanks with whatever makes sense to them.
You have to figure out how to reinforce a positive image of your brand. If you do it well, watch as your profits fly through the roof.
First, you have to come up with a list of keywords you want your brand to be associated with. They should be among the keywords you prioritise when optimising your site.
Brand Marketing – Niche Audience Targeting
The world of marketing has significantly advanced from the intrusive one-way marketing channel to an interactive one. You’re not just communicating to your target audience, but engaging with your target audience in a manner that also involves them.
In so doing, you’re also inviting the audience to help you build your brand.
You can achieve this by performing thorough research on niche specific keywords that you’ll be optimising your site for. These are keywords that only someone that’s actively involved with your niche might be interested in.
You’re growing a focused brand, which demands that you polish your keyword research skills to dominate your niche.
Brand Building Strategy Summary
The concept of growing a brand isn’t hard to grasp. But you’ll have to figure out how to align your SEO marketing with your branding strategy.
When working on SEO, it helps to think about your brand as a whole.
This should give you some ideas on how to transform your business to a highly sought after brand.
Contact Blazing Conversions SEO Agency for your branding needs.