Brand promotion requires the use of a large number of tools, and the Internet has them. But for some reason, SEO and site optimization are often overlooked from their extensive set.
It is not enough to create a website and put it online to promote the brand – you need to keep it in the first places in the search results.
In promoting a product, brand or company on the market, its status plays an important role. This is a feature of the domestic mentality – to pay attention to prestige and authority. In this context, being in the first places in the search results becomes not just a commercial necessity, but a kind of “matter of honor”.
Everyone knows that it is typical for users not to look beyond one or two pages of search results when searching. They also downplay, consciously or unconsciously, the importance of those sites that did not make it into the top ten or twenty prestige.
If a company or product does not rank first in the search results for key queries, they cannot be called brands in any way – just ordinary trademarks. The significance of this factor can be proved by remembering that most of the traffic to websites, and therefore to brands, is directed through search engines.
If the site holds the first places for important key queries, it is engaged in the promotion of the product and maintains its brand almost every moment. And that’s without any promotions or additional costs.
The top ten in the search results is not just a status.
If you recall the principles of Internet branding, it is the top positions that can provide:
- speed and comfort of choice for users who receive relevant links on the first pages;
- compliance with expectations, because the developers of search engines are trying to display information on the first pages that is most relevant to queries;
- Trust: if the company is at the top, then it deserves it.
Snippet is the most important element of brand promotion
A snippet is a small paragraph of text found by a search engine on a requested page of a website. Snippets are widely used to promote a company.
When a person finds the link he needs, he sees under it on the issuance page a short description of what he can get by clicking on the link. With proper optimization, the output of the most attractive and winning snippet is ensured, which is guaranteed to attract a visitor.
The most preferred snippet is well-designed:
- corresponding to the request as accurately as possible;
- including various keywords that attract the target audience;
- containing the name of the brand or company;
- Accompanied by a favicon – a small icon that gives the link visibility and personality.
What adds a quality snippet to a brand positioning strategy?
- Increases the speed of perception.
- Adds information.
- Increases search comfort.
Landing page – contains everything for brand promotion
As a result of the search, the link should lead the user to a page that is relevant to the query. And this, in part, is part of the SEO function.
If the snippet promises one thing, and the user is taken to a completely different page, or to a confusing and complicated site, the user will quite rightly feel cheated.
Remember: it is impossible to build trust with users if you ignore its needs for comfort and speed. This must be remembered when promoting the brand.
How to Use SEO to Increase Company Brand Awareness
Your brand image is a reflection of what users think of you. To keep users satisfied with your brand, focus on site optimization and the following user experience points:
- Useful: Your content should be of high quality, useful, and relevant.
- Ease of use: Your site should be easy to navigate.
- Desirable: Your design should appeal to your target audience.
- Searchability: You should focus on the content and make it easy to find information.
- Credibility: Your brand must show signs of authority and inspire trust.
Since the attributes listed above are the hallmarks of an ideal user experience, you should think about them as you build brand awareness for your business.
Most of these attributes, such as usefulness, accessibility, and reliability, are directly related to SEO. After all, search engines evaluate the overall user experience and decide if your site is the best result to show.
If you haven’t optimized your brand for search engines yet, this is the best time to start optimizing because you probably want more traffic and more sales.
Integrate other channels with SEO
Organic traffic is great, but in today’s world of online marketing it’s not as easy to get it as it was in the past. You may need extra effort to integrate another marketing channel, and you may even have to spend money on paid campaigns to get your content visible, but the results of such an integration are worth it.
Let’s take social media for example. SEO and social media are a match made in heaven when it comes to building your brand awareness and connecting with your target audience.
First, social media content is indexed, search engine robots love to crawl and index social media posts. So if you’re going to use social media to influence your site’s SEO and, of course, your company’s brand awareness, you need to think about it long term.
Focus on content that is already in the TOP
Optimized content gets more clicks and leads. Using long tail keywords is a great strategy to get your article to the top of the search results quickly.
The biggest secret is to keep your content relevant and of high quality. And on top of that, your content should be the type of content that your target audience is looking for in the awareness stage.
Updating is not only updating old information from text.
- Good to Fix: Outdated links, outdated visuals, outdated stats, bad grammar, etc.
- Make the text longer, update the title, add a table of contents to compete for Google’s featured snippets.
- And don’t forget to update the publication date: both users and search engines are unlikely to care about something from 2015.
SEO has always been one of the best channels to drive consistent traffic, brand awareness and growth.
What has changed in SEO is that we are moving away from a model that uses search intent. Identifying the search intent and satisfying it with valuable, actionable content – along with a seamless visitor experience – is the most important thing in 2021.
Search engine optimization requires classification of search intent.
If you consistently manage to satisfy search queries while improving the quality of life of your visitors, you will eventually be able to increase awareness of your products and services.
Yes, there is also a technical side to all this, but let’s not complicate it too much. At the end of the day, SEO isn’t all that hard – and it’s (still) one of the best ways to communicate what your business is about and how you can help people overcome their problems and pain points.
To optimize, you need to find out:
- What problems and pain points do your users have,
- How they search it on the internet,
- What content they expect to consume based on the search terms they use,
- And present this content in the best possible way.
In this way, you will be able to increase awareness of your product, increase the amount of search traffic, and educate users on how to get the most out of your product all at the same time.
Use SEO to increase brand awareness
If you use the tips in this article, then surely your company will increase brand awareness. But the same strategy will not lead to constant growth over and over again.
You will need to adjust your actions to make sure you are reaching your target audience, but first you need to know the level of brand awareness your target audience is at right now.
Using brand tracking software means you can get critical insights into how your brand is performing. This information can help you tailor your SEO strategy to your audience and continue to build your brand awareness.
