Yes, you heard that right, brand popularity and the overall
reputation of the brand are the new building blocks for SEO. These terms
although, are not new, but in the context of SEO, these are still in the stages
of infancy. Most of the webmasters are still figuring around loopholes to get
on the first page of Google without realizing the fact that Google has slowly
laid the focus of their main ranking algorithm on brands. Not getting? Then
please check Google SERP and you will find that most of the results that come
on the first page for competitive keywords have popular brands listed in them.
There are maximum chances that these brands are those which we have heard of in
the past or until recently. The increased focus on branding was due to the fact
that “Brand Optimization” is the most difficult thing to do and spammy tactics
simply don’t work here. This article will explore the opportunities available
for the site owners in order to transform their websites from mere collection
of webpages to a legitimate brand.
reputation of the brand are the new building blocks for SEO. These terms
although, are not new, but in the context of SEO, these are still in the stages
of infancy. Most of the webmasters are still figuring around loopholes to get
on the first page of Google without realizing the fact that Google has slowly
laid the focus of their main ranking algorithm on brands. Not getting? Then
please check Google SERP and you will find that most of the results that come
on the first page for competitive keywords have popular brands listed in them.
There are maximum chances that these brands are those which we have heard of in
the past or until recently. The increased focus on branding was due to the fact
that “Brand Optimization” is the most difficult thing to do and spammy tactics
simply don’t work here. This article will explore the opportunities available
for the site owners in order to transform their websites from mere collection
of webpages to a legitimate brand.
What is Branding?
Branding involves all the strategies, efforts, advertisement
campaigns, innovativeness that helps people recognize a brand. In older days,
symbols were engraved on the back of the sheep in order to make them
distinctive. These symbols slowly and gradually developed to what we call today
as “branding”. Now, branding involves all the strategies involved in making the
symbol recognizable.
campaigns, innovativeness that helps people recognize a brand. In older days,
symbols were engraved on the back of the sheep in order to make them
distinctive. These symbols slowly and gradually developed to what we call today
as “branding”. Now, branding involves all the strategies involved in making the
symbol recognizable.
Ask a simple question to yourself “Is your brand
recognizable on the web?” If Yes, Google will see it and provide importance to
your website which in turn will help it to get high rankings. Else, if the
answer is No, then Google will have less trust on the site and you will have
difficulty in getting it ranked.
recognizable on the web?” If Yes, Google will see it and provide importance to
your website which in turn will help it to get high rankings. Else, if the
answer is No, then Google will have less trust on the site and you will have
difficulty in getting it ranked.
Why Branding Matters in SEO?
Branding helps to establish a relationship between your
business and your customers. A positive relationship makes your brand stand
apart from your competitors. At the end of the day, every business wants higher
return on investment and the only step is to please your customers. Having a
proper branding strategy in place helps to make this bond between you and your
customers become stronger.
business and your customers. A positive relationship makes your brand stand
apart from your competitors. At the end of the day, every business wants higher
return on investment and the only step is to please your customers. Having a
proper branding strategy in place helps to make this bond between you and your
customers become stronger.
Google puts a greater focus on brand that are having a
positive relationship with the consumers or in other words, brands that are
trusted and valued more by their customers. It is more of a common sense for
Google to display those brands in the search results that serves the demands of
the users in the best possible way. Google knows XYZ brand has been doing that
in the past and hence it ranks it higher on the search results.
positive relationship with the consumers or in other words, brands that are
trusted and valued more by their customers. It is more of a common sense for
Google to display those brands in the search results that serves the demands of
the users in the best possible way. Google knows XYZ brand has been doing that
in the past and hence it ranks it higher on the search results.
Why Google Trusts Brands?
Google always wants to present the best results to its
users. For example, if someone enters the query “shop online” then Amazon and
Overstock are ranked higher. The reason being, Google trusts these brands more
and they enjoy a higher trust and reputational scores than their competitors.
users. For example, if someone enters the query “shop online” then Amazon and
Overstock are ranked higher. The reason being, Google trusts these brands more
and they enjoy a higher trust and reputational scores than their competitors.
How to Increase Brand Value?
Now, comes the most interesting part of the entire article
and that is how to increase the brand value in order to have high reputational
scores in the eyes of Google. Here are some strategies that you may effectively
use to enhance the overall brand value:
and that is how to increase the brand value in order to have high reputational
scores in the eyes of Google. Here are some strategies that you may effectively
use to enhance the overall brand value:
1- Understand Your Audience
Identify your target market and take time to understand your
audience. Conduct proper market surveys and make a list of what the audience
desires. Plan your internet marketing strategy accordingly after implementing
the suggested changes on the products and services you sell or are planning to
sell in the future.
audience. Conduct proper market surveys and make a list of what the audience
desires. Plan your internet marketing strategy accordingly after implementing
the suggested changes on the products and services you sell or are planning to
sell in the future.
2- Connect with the Consumers
Identify modes of connection with your consumers. Social
media has come out as the strongest platform in connecting with consumers.
Platforms such as Facebook, Twitter, LinkedIn, Pinterest etc can largely help
your overall marketing efforts.
media has come out as the strongest platform in connecting with consumers.
Platforms such as Facebook, Twitter, LinkedIn, Pinterest etc can largely help
your overall marketing efforts.
A studyconducted by the Center for Marketing Research, University of Massachusetts
Dartmouth suggests the top reasons why people interact with the brands on the
leading social media sites. The chart given below displays the main reasons for
interaction. This is a great hint as to where you should focus your social
media marketing strategies.
Dartmouth suggests the top reasons why people interact with the brands on the
leading social media sites. The chart given below displays the main reasons for
interaction. This is a great hint as to where you should focus your social
media marketing strategies.
3- Publicize Your Brand
Let your brand become the “talk of the town”. Implement
strategies like SEO, PPC, SMO, Email marketing, offline promotion etc so that
people start recognizing your brand. One of the best examples I can give is of
Coca Cola. The marketing team of Coca Cola has done some of the greatest
innovations in terms of both online and offline marketing.
strategies like SEO, PPC, SMO, Email marketing, offline promotion etc so that
people start recognizing your brand. One of the best examples I can give is of
Coca Cola. The marketing team of Coca Cola has done some of the greatest
innovations in terms of both online and offline marketing.
4- Deliver More than You Promise
One of the best ways to make your brand come out positive in
the eyes of your consumers is to deliver more than you promise. If people start
liking your brand at a personal level, Google will be forced to take notice of
your brand.
the eyes of your consumers is to deliver more than you promise. If people start
liking your brand at a personal level, Google will be forced to take notice of
your brand.
5- Analyze Your Competitors
One of the most important aspects of successful marketing
strategy is proper analysis of your competitors. Make use of tools like Ahrefs,
Socialmention, Semrush, Opensiteexplorer etc in order to identify where the
brands are getting the maximum attention. Remember the core of the ranking
algorithm still remains the same and that is the backlinks. Make sure your site
is getting the bulk share of authority backlinks. Of course, branding will help
you get those.
strategy is proper analysis of your competitors. Make use of tools like Ahrefs,
Socialmention, Semrush, Opensiteexplorer etc in order to identify where the
brands are getting the maximum attention. Remember the core of the ranking
algorithm still remains the same and that is the backlinks. Make sure your site
is getting the bulk share of authority backlinks. Of course, branding will help
you get those.
6- Innovate and Remain in the NEWS
Instead of keeping with the old products and services, do
something new. Always have something to remain in the NEWS. Tie up with news
distribution channels and ask them to cover your brand at least once on a
monthly basis. This will help to keep the brand in the news and make Google
realize the importance of your business.
something new. Always have something to remain in the NEWS. Tie up with news
distribution channels and ask them to cover your brand at least once on a
monthly basis. This will help to keep the brand in the news and make Google
realize the importance of your business.
7- Remain Consistent
Once you start experiencing the positive outcomes of your
brand, do not sit back and relax. It’s time for you to start working harder.
Top brands always remain on the top because they are consistent. Try to remain
consistent in whatever you do, whether its innovation or marketing.
brand, do not sit back and relax. It’s time for you to start working harder.
Top brands always remain on the top because they are consistent. Try to remain
consistent in whatever you do, whether its innovation or marketing.
Reputation of the Brand is Vital
The overall reputation of the brand is extremely vital for
the overall success of the marketing campaign. Online reputation management is
one effective technique in keeping the reputation to an optimum level. People
like to scrutinize the brand before tying their products and services and if we
lack or leave loopholes there then the main purpose of the branding will get
destroyed. Making the brand popular in real terms will only be successful if
the reputation of the brand comes out clean in the eyes of the consumer.
the overall success of the marketing campaign. Online reputation management is
one effective technique in keeping the reputation to an optimum level. People
like to scrutinize the brand before tying their products and services and if we
lack or leave loopholes there then the main purpose of the branding will get
destroyed. Making the brand popular in real terms will only be successful if
the reputation of the brand comes out clean in the eyes of the consumer.
Your New SEO Strategy
Stop reading those old seo books that says “focus only on
creating backlinks”! The new SEO strategy is all about planning a creative campaign
that helps you to earn your backlinks instead of building them. The main
components of your new SEO strategy should be:
creating backlinks”! The new SEO strategy is all about planning a creative campaign
that helps you to earn your backlinks instead of building them. The main
components of your new SEO strategy should be:
Branding- Take
every effort to understand, strategize and guide the way the marketing
department plan out their strategy. Input from SEO/Inbound marketer can
immensely help to guide the marketing strategy to a level that it indirectly
starts to position the brand’s website strongly in search engines. Also, don’t
forget to present the brand as reputable in the eyes of Google.
every effort to understand, strategize and guide the way the marketing
department plan out their strategy. Input from SEO/Inbound marketer can
immensely help to guide the marketing strategy to a level that it indirectly
starts to position the brand’s website strongly in search engines. Also, don’t
forget to present the brand as reputable in the eyes of Google.
Social Media- We
just cannot leave out social media and expect a miracle to happen. Social media
should be used to increase the brand value and build citations for the brand.
just cannot leave out social media and expect a miracle to happen. Social media
should be used to increase the brand value and build citations for the brand.
Backlinks- The
main algorithm of Google still values backlinks and every SEO strategy should
be planned after carefully analyzing the competitors and identifying each and
every resource that can help the brand to earn backlinks.
main algorithm of Google still values backlinks and every SEO strategy should
be planned after carefully analyzing the competitors and identifying each and
every resource that can help the brand to earn backlinks.
Authorship- Same
as with branding, authorship will help Google to correctly recognize the person
behind the site and rate it high based on the agent rank of the author. Hence,
branding without authorship will not yield as good results as compared to
branding with authorship. Think of a scenario when highly reputed authors cover
your brand on a daily basis. Google will start taking this account and rank
your site higher up. But, remember every author is ranked on the basis of the
industry he covers so don’t fall in the trap of one author works for every
industry.
as with branding, authorship will help Google to correctly recognize the person
behind the site and rate it high based on the agent rank of the author. Hence,
branding without authorship will not yield as good results as compared to
branding with authorship. Think of a scenario when highly reputed authors cover
your brand on a daily basis. Google will start taking this account and rank
your site higher up. But, remember every author is ranked on the basis of the
industry he covers so don’t fall in the trap of one author works for every
industry.
Happy Branding and Happy Rankings
As explained in the above article, every strategy of SEO should
revolve around brand. If your strategy is ignoring the brand then you are
heading for the wrong way. Include your brand in every strategy you plan either
online or offline and keep backlinks and author rank in top priority. You will
soon enjoy happy branding and happy rankings.
revolve around brand. If your strategy is ignoring the brand then you are
heading for the wrong way. Include your brand in every strategy you plan either
online or offline and keep backlinks and author rank in top priority. You will
soon enjoy happy branding and happy rankings.
Also See:
How to Clean Up Your Link Profile?
All Forms of Link building are Wiped Out by Google
Google Will Provide Unnatural Link Examples
Google Disavow Links Tool
