Branding forms a vital element of any SEO campaign. What branding strategies can we implement to increase visibility online?
For some time now we have been looking at branding and why it is so important for website optimization . Branding is a page rank factor that works indirectly. While this makes it a little more complicated to measure, the fact remains that it is still incredibly important when it comes to achieving gold ranking at the top of search engines.
Here’s a quick reminder of how the brand helps with SEO:
It can increase inbound links – readers are happy to link to content from a brand they know they can trust;
It can encourage social sharing – people feel safe sharing material from a trusted source;
It can improve click-through rates – results for trusted sites, even those not at the top, tend to get more clicks which propel them up the search results;
It can shape reputation online – people feel comfortable talking about reputable brands online and sharing their content;
It can boost brand mentions – talking about a brand even without linking to its content is a well-known element of Google ’s search algorithm ;
So now we know why branding forms such a vital element of any SEO campaign, it’s time to look at real branding strategies we can implement to make it all happen.
1. Make the right first impression
As we’ve said before and we’ll say it again, branding isn’t just about a logo or color scheme. But having said that, these things matter.
Your brand’s visual identity is important as it is what makes that first impression lasting. And it’s all in the details. Color mixing. the fonts. The images, your logo.
A branding exercise should be an in-depth process, taking into account your target audience, your market position and your core values. It’s no use choosing a fancy, energetic color scheme and animated font if you’re a marketing professional or medical health services, for example.
Once you have your brand, make sure you use it everywhere for instant brand recognition. So that’s your website, of course, your printed collateral, your social platforms, and your signage and uniforms where appropriate.
2. Join the discussion
Someone somewhere is talking about a topic that mentions your brand. Whether it’s a LinkedIn or Facebook group , a forum, or a blog comment, there are places you could be joining the discussion and getting some brand recognition at the bargain.
How to find out where these discussions are taking place? There are tools to help, like Awario . Sign up for free so you’ll be the first to know about every online conversation that means something to your brand.
A word of warning: going into locations just to promote your brand is not a good practice. Always focus on being genuinely helpful. If you seem to be after your own promotion, it’s not going to look good. Share helpful advice and you’ll soon build a group of leads who will be delighted to recommend you to a host of others.
3. Contribute your knowledge
Posting and sharing awesome and useful content is one of the most powerful ways to build a brand and help boost SEO . The two go hand in hand. But take it a step further and you could really be rocking brand awareness.
Guest posting on relevant third-party blogs is a sure way to get recognized in your industry. It goes without saying that your content will need to be proper premium material and with your own unique point of view and voice as well, otherwise it just won’t work.
Make no mistake, this will take time, but it really is worth the effort. Start by locating authority sites in your particular niche. Offer to make a contribution, and keep it flowing. Over time, your reputation will grow and so will your brand.
4. Promote competitions on social networks
A great way to build brand awareness is through the power of social media. Sharing can make content go far, and it takes the brand with it.
One of the best ways to share your content on the various social media platforms is to run a competition. Anything involving votes is a good option, as with a prize in their sights, participants won’t hesitate to share the post to help boost their votes.
Make sure you make it relevant, though, and only focus on social platforms that are right for your target audience. Otherwise, it will be a total waste of time!
5. Tell a story
When you put emotion behind your brand, people are more likely to engage with it. How to do this? With branded storytelling.
Once connected on a deeper level, your brand fans will become loyal brand fans, and they will become ambassadors for it.
6. Audio record your knowledge
If you operate in a niche industry, podcasting is truly one of the best branding strategies you could ever adopt.
Podcasts are becoming more and more popular. About 20 million people in Brazil now listen to them every week. That’s a very large audience!
Sharing unique insights and knowledge is a great way to build a brand, and with a podcast you can reach an even wider sector of your audience. A great way to approach podcasting is by interviewing industry experts. An interview podcast not only establishes your brand in a niche industry, it also helps you build relationships with important people in your field.
Here’s some great advice on how to make a podcast.
7. Build trust in your brand
One of the best branding strategies to boost SEO is to consistently deliver the customer experience. Do this and it will give your audience something to talk about and share.
Your goal is to get people talking about you, and of course you want that conversation to be positive. So go all out to build trust in your brand by providing the best service possible.