Your brand is not interchangeable with your SEO. They are intrinsically linked, and if you are wise you can make them work together; synchronised to create a high-achieving site that supports your business to reach your goals and objectives, and the all-important and encompassing ROI.
Your brand is a distinguishing symbol, mark, logo, name, word, sentence or a combination of these items which separates you from your competition, and your brand awareness is the extent by which potential consumers are familiar with the goods or services that you provide.
Your SEO should be working towards increasing the acknowledgement of your company’s identity; your brand may start off as being unrecognised, to being recognised, to being recalled – until the pinnacle of brand recognition is reached: top of mind. Your SEO should help you become known and harness a decent reputation.
High-quality link building is not going to happen overnight: it is a non-aggressive and organic way of making connections to get the message of your brand to large audiences with the added benefit of having low customer acquisition costs. The increased awareness brings new customers to your door, strengthens customer loyalty, and it can recapture the attention of previously lost leads. Once you’ve built a strong brand, you will begin getting backlinks naturally to your site through your brand recognition, and so the cycle continues.
A picture can say a thousand words, and never has it been so true. Instagram has been the fastest growing social media platform: 15 times more user engagement than Facebook, and 40 times more user engagement that Twitter. Google has tightened its algorithms, which has, in turn, reduced the impact that infographics have on SEO. However, do not let this put you off! They still produce great traffic and are an absolute asset to increasing your brand’s awareness. If you create a quality infographic, the chances are that you will generate a substantial amount of referral traffic through to your site. However, remember to include your brand logo and details before your infographic goes viral!
The importance of your content marketing strategy cannot be downplayed. Your content must include the winning combination of SEO and your branding. Steer clear of including writing on your site that is solely for your revenue, as your user experience is increasingly more important and will affect your ranking. Your web pages and content should align with your user’s intent. Your keyword research is of the uppermost importance – use it wisely. There is no need to try and please a vast market of customers by over-egging the keyword cake. You need to attract the right type of audience – and this is down to your brand. A focused brand identity gives you the opportunity to target for customers, rather than a generic audience. To adopt a content marketing strategy, your brand will benefit from increased sales, with low customer acquisition costs, and a more loyal customer base.
You have a brand that you have created to best represent your product or service, and your website is your primary sales tool; they should not only support one another, but reinforce each other’s activities to engage in a synchronised marketing effort. By doing so, you are forming a targeted, measurable and long-lasting relationship with your customers.
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