Companies habitually spend huge amounts every year promoting, upholding and controlling their brand. The spread of the internet has changed the way that brands work. Not only is it much easier for a small business to create a strong brand presence on the net, it’s necessary for them to do so. The good news is that your site’s search engine optimisation can be one of the strongest tools for online branding.
Why worry about brand in the first place?
Brands have been around pretty much since consumption became a mass pastime. They’re a handy shortcut to everything about your business and products. Think about some of the brands you know. Sainsbury’s and Waitrose, for example, offer essentially the same product, namely large supermarkets. Yet when you think of each name, you think of entirely different things. That’s the power of branding.
Companies spend millions of pounds each year building their brands, but that’s simply not necessary for the internet. On the net, you can achieve a decent amount of brand awareness through your normal activities, particularly through your SEO.
Advertising can’t create your brand
Marketers are hard-working people, and they often achieve miracles. They also have a tendency to think that marketing can achieve everything you’d want for a business. It can’t. Marketing is held back by its own reputation, and internet users are highly intelligent when it comes to detecting marketing talk.
For this reason, marketing and advertising can’t promote your brand that effectively on the net. Sure, if you post big splashy ads all over websites saying ‘Soda is cool’, people will become more aware of your product. It won’t make them respect your brand. The most effective way to build quality brand awareness on the net is the more interpersonal contacts that are available, and the way to them is through SEO.
Use SEO for your branding
Search engine optimisation works better for branding because it tends to reach people on a one-to-one level. You’ll have noticed that as you alter your site to appeal to the search engines, you’re making changes that will appeal to internet users. Promoting your brand is already a part of SEO. Your off-page optimisation is about getting your business noticed. Branding is just taking this a tiny step further, and working brand image ideas into your campaign. You can talk to us at SEO Consult about this.
Use your brand for SEO
Internet commentators have noticed that searches on your brand keywords can bump your site’s ranking up as well. The theory is that if Google notices people are looking for you, your site rises in value.
Your brand can also return SEO dividends in the form of links. SEO experts have noticed that sites with a strong brand presence tend to get links more easily. Part of this is the relationship factor. If someone is aware of your brand, they already have a relationship with you. People are wary of providing links to those they’re not connected to. If they know your brand, the connection is already there.
