How to Use SEO to Increase Brand Awareness
So, you’ve been searching for a product online and suddenly stumble upon an entirely new brand in the process. After checking its website and other online credentials, you place an order right away. Afterwards, you can’t stop smiling. ‘What a find! How did I get so lucky today?’ You are surprised
Except luck has nothing to do with it. What do you see here is a successful examples of SEO and branding.
Today, brand awareness is one of the most effective things available to SEO businesses, agencies and marketing professionals. However, not many people recognize the immense potential of generating brand awareness through SEO.
Marketers and brands often mistakenly put SEO brand building on the back-burner because they focus on social media and campaigns. That means they leave it too late. Despite their insane spending on digital marketing efforts, they fail to understand why they can’t drive brand awareness metrics.
But those who recognize the value of SEO for brand building know that it serves a dual purpose: to enhance user experience and brand visibility. No wonder companies worldwide spend an average of over $65 billion annually on search engine optimization. Shocking, isn’t it?
In this article, we’ll explore several topics around SEO for brand building, including:
Let’s get started.
Why is brand awareness essential for business growth?
Effective brand awareness means visibility, discoverability, popularity, loyalty and advocacy. Brand information gives you the power of an audience base. When a customer reaches a stage where they are aware of your brand, they have a better chance of relating to your values and your story. This ultimately leads to a higher probability of current and potential consumers remembering your brand. After that, chances are they will engage with your products and services and develop loyalty to you. In the end, they become your advocates; this further promotes awareness.
See how the wheels move? Thus, brand awareness is the engine of your business development. This gives you a substantial competitive advantage, provided your brand remains the center of attraction.
The US-based Content Marketing Institute states that building brand awareness is a top priority for B2B and B2C marketers.
SEO for Brand Awareness: Why does it matter?
So, the question is where is SEO to facilitate brand awareness in the brand-building conversation? The answer is right in the starting
Brands often start their digital presence through a website. This is when the iron is hot and ready to be fired. A website is the most critical asset of a brand when creating awareness. And this is where most marketers start full-fledged SEO campaigns to get more attention, rank for important keywords on search engines, and optimize the website content to increase searchability.
However, there is more to SEO for business branding than just filling out landing pages with top keywords. Here are four reasons:
Search engine algorithms have become more advanced and complex over time, which means that the need of the hour is to devise a fine-tuned, sophisticated strategy to increase SERP.
In an increasingly connected world, marketers have to account for local and international visibility to generate desired results. [See our quick tips for boosting local SEO below]
Digital has become increasingly cluttered with thousands of brands, websites, and billions of landing pages. To compete for priceless digital real estate and visibility, you need to differentiate yourself from established players and disruptors. It requires an in-depth SEO strategy for which you will need the help of an expert digital marketing company.
A healthy thought out SEO brand marketing strategy is not only about being visible but also relevant, experiential and engaging. That’s SEO, after all. A search engine ranks websites and content based on their quality and user experience scores. Quantity comes later. Therefore, brands gunning to move the needle on awareness metrics should be using SEO to improve user experience – from content to design.
Mantras to guide your strategy for brand knowledge through SEO
Marketing leaders in SEO for big brands have been following the mantras below for years to build successful brand image, awareness and perception online:
Useful: Create helpful content for your audience, not just for yourself. It must be of high quality and great relevance.
Searchable: Thousands of visitors are unknowingly looking for you online every day. Create content that reaches them organically and makes it easy for them to discover their information.
Accessible: Sensitivity is always appreciated by the audience. Make sure your marketing experiences are suitable for everyone – such as people with disabilities.
Usable: Create a friendly experience for your visitors by making your website easy to navigate.
Desirable: Focus on getting your brand’s design appeal and character right – whether the words you use, the colours you play or your graphics.
Credible: Strive to create an authoritative and trustworthy brand impression.
The golden rule of building brand awareness through SEO is to make sure your brand is present in your audience’s moment of great need. This is the inbound marketing strategy comes into play. Let us know about it in more detail and find out how Search Engine Optimization empowers it.
How SEO Helps Your Inbound Marketing Strategy
Did you know that 3 out of 4 marketers worldwide take an inbound approach to marketing?
The strategy essentially involves attracting the brand by meeting the customers’ needs throughout the buyer’s journey. Its various stages include:
· Attract – Attract a potential audience
· Convert – Enable them to subscribe to your brand
· Close – Create an offer and complete the sale
· Delight – serve the audience to use the product and achieve your goals
Different SEO strategies play an essential role in all these funnel stages. They enable your inbound marketing to earn brand awareness most systematically and seamlessly. This includes:
· Generating traffic and leads with content optimization
· Build better engagement by optimizing your digital real estate performance
· Increasing credibility and domain authority through link building
· building trust by telling a believable story
· User-friendly design and UX. Increase your brand experience and recall by crafting
Let us now dive into the five most crucial SEO branding strategies and six additional SEO branding tips to help you place your inbound marketing strategy.
5 Most Important SEO Branding Strategies
Blending Storytelling with SEO
One of the best SEO branding tips you can follow is to create a brand story that engages with your audience. But just using flowery, high-quality words isn’t enough. It would be best if you tried to fit every single user’s touchpoint into your brand story. This way, you can create high recalls and generate brand awareness. This is how we do it by integrating SEO:
Talk about customers and how your products and services can help them meet their needs.
Research keywords and phrases relevant to your customers, then sort through the most important words that can be part of your brand.
Incorporate these keywords naturally into your brand story and craft your final message.
Tip – Periodically update your brand story to reflect changes in audience expectations and add new trending keywords.
Growing Content and Copywriting with SEO
The hallmark of a good SEO brand marketing strategy is optimizing your content with the right keywords. This is essential to increase your brand’s visibility on search engines, thus promoting awareness. Optimized, high-quality content will help your brand generate the expected traffic, leads, and sales.
· Include Keyword Phrases: The most apparent strategy is to use relevant keywords. Long-tail keywords can also help new brands to overtake competitors and generate better leads.
· Choose the most productive keywords – a monthly search volume of 1,000+ is ideal. Target low and medium volume keywords with moderate competitors. Some tools also provide an SEO difficulty or keyword difficulty metric to help you shortlist keywords that are easy to rank for in organic search.
· Optimize Your Copywriting and Content Headlines: Make sure your headlines have click-worthy phrases and the right level of engagement. This will enable you to attract more customers to click on them.
· Don’t forget to optimize tags – the title, meta description, and URL should contain your target keywords.
Tip – Why go manual when you can use some fantastic tools to optimize your copy and content for SEO? Blog Title Generator or Port by SEOPresser
Empowering UX and Design with SEO
Your brand’s digital visual identity should be search-engine friendly. This means using brand SEO to make content discoverable and provide a fresh user experience. If your branded website is not responsive or user-friendly, Google will not rank it on the SERPs as well as your competitors. Focus:
· Speed: If your website is too slow to load or is messed up, your brand will not be able to engage and convert the audience. Don’t let uncompressed code or un-optimized images sabotage your website.
· Responsiveness: A fluid, responsive and adaptive design will ensure that your website users have the best user experience across platforms, screen sizes, and devices. You can test responsiveness using Google’s test tool for mobile-friendliness.
· Navigability: Make sure your sitemap is spot on and follows the instincts of your users. Also, make sure that the information on the products and services on your site is easily searchable.
· Relevance: Give your users valuable information at the top of the fold area.
· Effectiveness: Avoid embedding keywords and content in images.
Tip – Check out Google’s Webmaster Guidelines for Creating a Brand Website That Search Engines Will Love!
Integrating Social Media with SEO
Can SEO be desegregated into social media marketing as well? Undoubted Social media platforms are emerging as the new age search engines. These are platforms where you can find, target and engage with the highest quality audience for your brand. As such, you need to be focus on social media. Here’s how to do it:
· Social media pages can rank higher in search engine results, so it pays to optimize them.
· Use the right hash tags in your copies and messages to make yourself more Attractive.
· Connect with influencers to create your brand campaigns and good quality social media content. Their following and reach can increase your engagement and traffic.
TIP – Take advantage of social media trends to promptly create content that grabs people’s attention. These trends are all the rage today, especially among Millennials and the younger generation. By engaging your brand in relevant trends, you can ensure your brand’s virality and capture new audiences.
Increasing Brand Reputation with SEO
As you seek to gain more brand awareness, you mustn’t lose sight of your current audience. Unfavourable and unfavourable reviews will not only shatter the trust in your brand but will also affect your Google ranking. This is even more important because these reviews create user-generated content that matters immensely to search engines.
Thus, online reputation management is an necessary part of your brand SEO. You can effectively use this to generate brand awareness:
· Setting up search engine alerts about brand mentions and removing any negatives.
· You reject spammy, fake or harmful negative backlinks that tarnish your brand’s reputation.
· They quickly respond to customer questions and complaints, plugging in branded content and human responses.
· Sourcing authentic feedback and using them in your content.
Tips: Several online reputation management tools can help you keep track of your mentions and brand sentiment. They can also help you automate customer feedback management. Try SEMRush, Meltwater, Reputology, and Hootsuite.
How to increase SEO for Brand Awareness
Keyword optimization for organic traffic: Increase your organic visibility by using long-tail keywords, branded search terms, and non-commercial keywords. While long-tail keywords can get you up to a 5% higher clickthrough rate (CTR) than standard searches, optimizing for branded search terms can increase your CTR by 25%. You can also use structured data to make your brand stand out with rich snippets.
Create customized content: Combine paid campaigns with social media to maximize brand visibility. By spending on paid campaigns and using relevant keywords, you can further increase your brand reach. It is an excellent long-term strategy to use social media to create relevant content that gets highly indexed on search engines. It also allowed you to use paid like/follower acquisition campaigns and sponsored posts to drive traffic to your website.
Targeted Niche Audience: Doing so helps in increasing brand awareness. By focusing your content on niche keywords, you can gain a position on the Internet. In this way, your brand improves its authority among existing audiences and attracts new ones.
Link-Building Strategy: Focus on link-building to earn serious traction. Although it is a cumbersome process, you can do it with a few tricks. These include broken link building, using social media communities to promote your brand, or creating infographics and slides.
Optimize for local SEO: Given that 46% of all search engine queries have a local objective, it pays to localize your content, including your views. You can connect with multiple regional audiences and put your brand at the fore by geo-targeting. Other strategies for optimizing for local SEO include: Adding a local schema to your website. Getting local reviews. Listing your businesses location-wise on Google. Collecting backlinks from local websites.
Boost Brand Image: Using SEO, you can shape your brand perception by engaging with your brand for desirable and influential keywords and optimizing your content.
The value addition that SEO brings to the table is enormous, especially for moving the needle on brand awareness. You can have the best website design or the most engaging content in the market. But if it’s not discoverable, it barely serves its marketing purpose.
The best part about SEO for brand awareness is how multidimensional it is, encompassing everything from content to design to ORMs to social media. But it also complicates the process. In that regard, partnering with an SEO brand marketing agency like Knit InfoTech can be a great idea. We have helped many big brands with their SEO branding strategy.