SEO For Branding: How to Use SEO to Build Brand Awareness
Your company’s brand is extremely important, especially if you have invested a lot of resources in developing it. According to Exact Target’s 2014 State of Marketing, improving and boosting brand awareness is the top priority for marketers. Since everything is digital now, you must use your website to effectively spread brand awareness. But you must be aware that numerous search engines are viciously cracking down on their algorithms. You should try to be careful when you are trying to implement your brand on your website.
Tips to use SEO to build brand awareness
Brand Popularity
It is quite unlikely that prospective customers are looking for your products or service by using your brand keywords. Search engines have algorithms that are specifically designed for the users and not your brand. If you try to fill your website with numerous brand keywords, the search performance will be exceedingly poor as no user will be looking up these keywords. If your brand isn’t as popular currently, you need to use keywords that your potential customers are using.
Analyze your data
You need to carefully analyze your SEO data first, any changes that you make to your website will be entirely subjective. You need to name an informed decision when implementing your brand on your website. For this, you are required to analyze crucial data by using efficient marketing software to examine your performance on certain things such as blog content, keywords, and landing pages. When you get these analytics, you can use them to understand what keywords and pages are more relevant to your target audience.
On-page SEO and Brand Awareness
One of the biggest challenges companies face when they start to implement SEO for brand awareness is to know the correct keywords. For instance, you have been using the keyword “ABC”. However, after conducting a thorough analysis of customer data, it suggests that customers are instead searching for the keyword “XYZ.” Even though the keyword is different, you don’t need to worry too much about this. You can enhance your search performance without having to change your brand keywords completely.
Page title
Search engines have certain algorithms that use page titles to get page information quickly. Therefore, it is quite crucial to carefully choose the keywords your prospects are searching for. It is important to remember while implementing brand keywords in your page title that they should always come after the primary keyword.
Meta description
Even though the search engine’s algorithms don’t use meta descriptions, the users check out the meta description to figure out how relevant the website is for their search. You must make your meta description compelling and informative. You have to make it interesting even if you can’t fit your brand keywords in them.
Headline
Headlines are usually made as catchy taglines by marketers. However, it is more important that your headlines should be informative. It is the best way to ensure that your page will work. You need to find a phrase for your headline that is not overused or vague. Even if the headline is catchy, if you keep it vague, the users won’t understand what your services are exactly. You should try and incorporate a keyword into your headline and make it more informative. Even if it’s not your brand’s tagline, the headline will be more suitable if it’s informative.
Article Body
Likely, the users that end up at your website don’t know your company’s specific brand names for services or products. For instance, they might have ended up on your website by looking up the phrase “marketing automation”, however, they are probably not aware that the brand name for your software is Hubspot. Therefore, you need to use the body of your page to enhance your brand’s image and spread awareness. If your company sells marketing automation software, you can get your customers’ attention and encourage them to engage with your brand by informing them about your brand’s terminology.
Logo Design
You can spread awareness easily by using an appropriate design. For example, the popular Nike symbol has been quite successful in spreading brand awareness. For your brand, it is important to curate the personality shown in the content you post and your logo’s design. You should get creative while designing your brand’s website.
Brand Tradeoffs and SEO
When you are trying to build brand awareness through SEO, you will inevitably see some tradeoffs. However, you don’t have any control over how users are searching for your services or products. Hence, you have to make changes to your brand. It is quite likely that you already have the correct keywords, tactics, and content for SEO and customers if you have developed your brand with the customers’ needs in mind. However, many famous brands such as JC Penney have made mistakes in this regard which made them less relevant to their customers. Hence, you must employ a smart tactic while aligning yourself with SEO and branding efforts for your customers. You should focus on your buyer persona to spread brand awareness using SEO.
Content marketing
If you want to enhance your rankings on various search engines, attract potential customers to your brand and raise brand awareness, you must try to post valuable and high-quality content on your website. Content marketing is highly beneficial as it can help you educate people, inform your customers about your services and products offered, and build trust. For creating valuable content you must focus on your customers’ requirements. This could include anything from creating engaging content or giving your unique perspective on various topics in the industry that get the reader’s attention.
Conclusion
SEO can be a great tool for you to build brand awareness regardless of the size of your company. It is important to stand out from your competitors on the internet as everything has gone digital now. SEO helps the users have a better experience. You must ensure that your website is easy to find as the more traffic your website gets, the easier it will be to build brand awareness to reach your target audience better.
