Marketers often use search Engine Optimization (SEO) to meet various marketing and business goals, such as;
- Generate leads
- Increase traffic
- Improve sales
- Increase ranking for some important keywords
However, many marketers join the SEO bandwagon quite late in their business journey, which many experts advise against. Not implementing a solid SEO strategy while building your brand can cause a disconnect between your branding and SEO strategy, which might cost you later. Moreover, branding can have a positive impact on your SEO and vice versa.
Let’s have a look at how good SEO can impact your brand awareness and visibility.
- Posting Awareness Stage Content
The top-of-the-funnel contents such as blogs, social media updates, infographics, e-books, web pages, newsletters, primary researches, etc., facilitate awareness. The Google search algorithm prioritizes such contents to provide the most relevant information to a user’s query.
Use long-tail key phrases that are closely related to your content and design your content around them. Add semantic key phrases and questions as subheadings.
For example, if you are using a long-tail key phrase like cook traditional Goan Fish Curry, then use semantic key phrases like coconut milk, tamarinds paste, red onion. Some related graphics can also help.
- Focus on the User Experience, Not on the Technology Employed
Starting May 2021, Google has stopped differentiating between AMP (Accelerated Mobile Pages) and Non-AMP pages. This means any web page can have a shot at the top ranking depending upon its newsworthiness. All you need to do is submit your website to Google News. Along with great content and optimization, your website can rank in top stories.
- The Right Mix of Organic and Paid Ads at the Right Time
With smarter algorithms and SEOs, people are becoming smarter too. People prefer organic and natural search results to paid advertisements. However, this doesn’t necessarily mean paid ads are bad. In fact, when done right, paid ad campaigns can help you improve your brand awareness and expose your brand to a completely new set of audiences. The secret lies in using the right mix at the right time after evaluating your business goals, your budget and your marketing strategy.
- Keep Yourself Updated with Google SEO Updates
Google has never been so transparent in the past regarding its ranking methodologies. While it still shies away from sharing exceptional details regarding its new core web vitals, a dive into some of its blogs and tweets can give you a good idea of where it’s headed in the future.
- Target Long-Tail Keywords in the Beginning
Many marketers commit the cardinal mistake of wasting too many resources trying to rank for primary keywords when building a brand. However, this is easier said than done. While the keyword’s search volume might attract you, it also means higher competition. It isn’t easy to compete with another site with a much higher domain score and authority and is already getting a lot of traffic for the keyword. So instead, focus on long-tail keywords and build your way up to rank for some of the primary keywords as well.
- Don’t Take Voice Search Lightly
We are not even considering smart speakers yet. But more and more people are using voice search through their smartphones. Therefore, you should consider including voice search in your SEOs. You can consider including answers to the most asked questions in a lucid manner. Above all, it should appear natural.
- Use Snippets for Branding
Let’s face it. Google wants us to answer searcher’s queries without us taking them to our website. Whether you look at the emergence of voice search or the snippets or even Google My Business, it’s pretty evident, people don’t want to visit a site unless they’re very sure and want to explore further. Now, this is both a challenge and an opportunity. Focusing on snippets can help you answer your searcher’s queries and win their trust. If you’ve helped them once, they’re more likely to trust you when they’re looking for a service or product that you offer.
- Go Local Build Global with GMB
Google My Business is a great way to build your brand from scratch locally. It offers many features such as recommendations, ratings, and product descriptions that can improve your local SEO and brand awareness. In fact, as more and more people look for genuine reviews, GMB is emerging as a trustworthy resource for searchers to find out the true information about a company.
- Publish EAT (Expertise Authority Trustworthiness) Content
The google search algorithm thrives on excellence. Therefore, try to publish original and trustworthy content that proves your authority and expertise on the subject matter. Keep consistency and regularity in publishing your data, and Google can catch you up on its search results.
Rome was not built in a day. Neither do brands. However, SEO can help you build a brand that can outgrow itself into an idea or even a way of life. Use these tips to build your brand awareness and visibility early on. It can go a long way in improving your authority in the space and garner a bigger market share.