When thinking through your brand’s SEO strategy, remember that SEO strategy and branding strategy are two sides of the same coin. You’ll want to build the two strategies concurrently, so that when you’re thinking of one, you’re also thinking of the other.
A 2018 study found that 80% of search engine users will choose to click on a site whose brand they’re familiar with, even if that site isn’t the first one listed on Search Engine Results Pages (SERPs). In addition, both online and offline branding efforts contribute to the likelihood that searchers will select a familiar brand from among the search results.
Branding and SEO Strategy
Before you can begin building an SEO strategy or a branding strategy, you’ll want to have a clear idea about what your brand is. Identify your core values and ensure that you remain consistent to those values in all aspects of your online and offline presence. What audiences do you hope to attract based on your values, content, and products? Think about the profile of your ideal customer and then consider how your brand can fulfill the needs of that person.
To prepare consumers to recognize your brand when they see it pop up in search results, use your name and logo liberally in your online presence. Your company’s name and logo should appear in all the materials you share with the public, from your own website to your newsletters to your social media profiles.
Across all forms of marketing, make sure that your brand has a consistent and trustworthy voice. It’s crucial that visitors to your website and social media accounts believe in your brand’s authenticity: A 2017 study found that almost 90% of consumers would be willing to reward a company for authenticity, whether by recommending them to others or staying loyal to them in future purchases.
For an increasing number of searchers, user-generated content is key to earning their trust and willingness to read, click and buy. Wherever possible, encourage your customers to share their experiences with your brand through social media posts or product reviews. Not only is such user-generated content a demonstration of your customers’ trust in you, but it helps, in turn, to develop trust among potential new customers.
Content Creation as Branding Strategy
Due to the expansion of Featured Snippets on Google, an estimated 30–40% of searches are resolved without the searcher ever clicking (this is called “no-click search). That makes it more important than ever to create valuable content that rewards the searcher for clicking.