SEO is about more than just getting your website to rank well in the search engines. Now, SEO is a powerful tool that can be used to brand your business and separate you from your competitors. It’s a tool that can help you earn trust and tell your brand’s story through those high search engine rankings you achieve. It’s a tool that can help you better understand your target audience’s behavior and interests so you can reach them more effectively.
But how exactly do you go about building a brand with SEO?
Understand which keywords attract your target audience–There’s much more to keyword research than just generating a huge list of all the search phrases related to your niche. You need to take the time to truly understand which keywords your target audience is using at various stages of the buying cycle. What’s the user intent behind the search phrases? This will help you determine which keywords to target and how to approach them in a way that positions your brand properly in the search results.
Own your brand name–In the ongoing hunt to target competitive industry keywords, it can be easy to forget that you need to make sure you’re ranking at the very top for your actual brand name. Owning your brand name in the search results is absolutely essential because you can bet that consumers are going to do some research about your company before they do business with you. So, you need to make sure that what turns up in the search results paints your brand in a positive light. When someone searches for your brand name, they should see your website, your social networking profiles, your blog, maybe some press releases, some positive reviews, etc.
Create a consistent brand message–Every brand should have a uniform message that customers identify it with. Communicating your brand message to searchers is an important step to the branding process. This means focusing on the content you’re presenting in your title tags, meta descriptions, PPC ads, etc. Your message should be unique, clear, and consistent.
Build a larger share in the SERPs–Having just a company website isn’t enough anymore. If you want to build your brand through SEO, you need to focus on increasing your presence in the search results. That means not just having a company website, but also having a presence across multiple channels, such as Facebook, Twitter, YouTube, news results, blog results, image results, etc. to help build your brand.
Do you think SEO is a powerful branding tool? Share your thoughts by leaving a comment below.