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Effective brand awareness means visibility, searchability, popularity, loyalty, and advocacy. Brand awareness gives you the power of an audience base. When a customer reaches a stage where he or she is aware of your brand, they have a better chance of relating to your values and your story.
This eventually leads to higher chances of current and prospective consumers remembering your brand. Thereafter, the probability that they will engage with your products and services and develop loyalty for you shoots up. Finally, they become your advocates; this further boosts awareness.
See how the wheels move? Thus, brand awareness is the engine of your business growth. It gives you a great competitive advantage, provided your brand remains the center of attraction.
So, the question is, where does SEO for brand awareness feature in the brand-building conversation? The answer is – right at the very beginning.
Brands often launch their digital presence through a website. This is the time when the iron is hot and ready to strike. A website is a brand’s most important asset when it comes to building awareness. This is where most marketers launch full-fledged SEO campaigns to optimize the website content to grab more attention, rank for important keywords on search engines, and increase searchability.
Additional Read: What is SEO
However, there’s much more to SEO for business branding than simply stuffing landing pages with top keywords. Here are 4 reasons why:
Search engine algorithms have become more advanced and complex over time, which means that devising a nuanced, refined strategy for increasing SERP is the need of the hour.
In an increasingly connected world, marketers have to account for not just local but international visibility to produce the desired results. [refer to our quick tips on boosting local SEO in strategies part]
Digital has become increasingly cluttered with thousands of brands, millions of websites, and billions of landing pages. This means that to compete for invaluable digital real estate and visibility, you need to differentiate from established players and disruptors. This requires an in-depth SEO strategy for which you will require the help of an expert digital marketing company.
A well-thought-out SEO brand marketing strategy is not just about becoming visible but also relevant, experiential, and engaging. After all, that is what SEO is all about, right? A search engine ranks websites and content first and foremost on its quality and user experience score. Quantity comes later. Hence, brands gunning to move the needle on awareness metrics must utilize SEO to improve the user experience drastically – right from content to design, loading times, mobile-friendliness, etc.
1. Keyword Optimization for Organic Traffic: Up your organic visibility by using long-tail keywords, branded search terms, and non-commercial keywords. While long-tail keywords can get you up to a 5% higher click through rate (CTR) than generic searches, optimizing for branded search terms can boost your CTR by up to 25%. You can also leverage structured data to make your brand stand out via rich snippets.
2. Create Optimized Content: Combine paid campaigns with social media to maximize brand visibility. By spending towards paid campaigns and using relevant keywords, you can further boost your brand reach. Using social media here is a good long-term strategy to create relevant content that gets indexed highly on search engines. It also allows you to use paid like/follower acquisition campaigns and sponsored posts to further drive traffic to your website.
3. Local SEO: For businesses with a physical presence or a local target audience, local SEO is vital. This involves optimizing your website for local search terms, creating and optimizing Google Business profiles, and managing online reviews.
4. Target Niche Audiences: Doing so helps bolster brand awareness. By focusing your content on niche keywords, you get to own a space on the internet. This way, not only does your brand improve its authority amongst existing audiences but also becomes the first name in the search bar for newer ones.
5. Link-Building Strategy: Focus on link-building to earn serious traction. Although it is a cumbersome process, you can ace it with a few tricks up your sleeve. These include broken link building, using social media communities to promote your brand, or creating infographics and slides.
6. User Experience (UX): A smooth and user-friendly website enhances your brand’s image and SEO ranking. Ensure fast loading times, easy navigation, and mobile responsiveness for a positive user experience.
7. Optimize for Local SEO: Given the fact that 46% of all search engine queries have a local intent, it pays to localize your content, including your visuals as well. By geo-targeting, you can connect with multiple regional audiences and put your brand at the forefront. Other strategies to optimize for local SEO include adding local schema to your website, acquiring local reviews, listing your businesses location-wise on Google, and collecting backlinks from local websites.
8. Promote Brand Image: Using SEO, you can shape your brand perception by associating your brand with and optimizing your content for desirable and influential keywords.
9. Track and measure your results: When you’re clear about your brand awareness goals, it is paramount to track your progress in a timely manner. You can use tools like Google Analytics and Google Search Console to track your website traffic, keyword rankings, and other important metrics like social media engagement, brand mentions, and lead generation.
It’s 2024 and the value addition that SEO brings to the table is immense, especially for moving the needle on brand awareness. You can have the best website design in the market or the most engaging content. But if it is not discoverable, then it barely serves its marketing purpose.
The best part about SEO for brand awareness is how multi-pronged it is, encapsulating everything from content to design to ORM to social media. But that also makes the process complex.
In that regard, partnering with a trusted SEO Agency like Kartar Digital can be a great idea. We’ve helped many big brands with their SEO branding strategy.
Kartar Digital is an award-winig perfomance marketing agency. We deliver transformational growth for our clients though digital excellence
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