SEO And Branding: The Way Forward

A brand is the intangible sum of a product’s attributes. – David Ogilvy

If you were to scratch the surface, you will realize that search engine optimization or SEO actually has multiple angles and strategies that are generally associated with it. In fact, simple SEO marketing may barely be considered the tip of the iceberg, per sec.

While everybody wants to hop on to the SEO bandwagon to attract traffic to their sites (all well and good, of course), few people pause to consider the ‘branding’ aspects of the entire exercise.

Yes, the past decade has seen an increasing reliance on digital marketing as a whole, at the expense of traditional marketing, nevertheless, some age-old marketing tactics are fast making a comeback today especially in the light of their ROI or return on investment. Brand building activities are one such means of taking advantage of SEO

  • Branding in the hyper digital era

The fact is that despite (or rather, in spite of) the hyper digital era of today, brand building activities can, and indeed do support many online marketing efforts. As a matter of fact, if the digital marketing company really knows its business well, it will be able to leverage SEO into generating greater brand equity for their client’s businesses at the holistic level, rather than as being just a simple tactic to increase their traffic. If done right, the two (i.e. brand building activities and search engine optimization) can actually feed off each other. The SEO will ensure traffic to the site, while the power of the brand will ensure that the web funnel works in a manner that will lead to conversion.

  • Web funnels and SEO

Here, the term web funnel means the amalgamation of all those activities that attract a prospective customer to the site and ensure that they perform all those activities for which the site has been created. For example, if the site is an online retail store, then they will end up becoming a customer or if it is an information collection site, then they will add their particulars or fill any forms (as the case may be). Here, it is pertinent to note that, while SEO can attract the potential customer to the site, it is not necessary that they will stick around long enough to enter the funnel or perform any actions that will be to the benefit of the site.

Simple SEO alone can also lead to a high bounce rate as the prospective customer, once they are on the site, may not find anything of interest and leave within the next few seconds. However, a great branding strategy in collusion with SEO may help capture their interest to the extent that they will actually ‘want’ to remain there long enough to execute the tasks the owners of the site may want them to do. Brand building activities aid in search engine optimization in multiple creative ways, some of which include the following:

  • It helps drives traffic directly to the site

If the brand is powerful enough, it may well act as a catalyst that will aid people in directly entering the website’s address on the address bar of their browsers, thereby ensuring that this is the only site they visit when looking for a specific article, object, or information. For example, if a person looks for a product, then it is quite possible that they may come across the same on social media or other sites. If the same brand is repeatedly flashed before their eyes, it will lead to brand recall next time they want it and may well click on the link the next time they see it. Conversely, if the brand recall is strong enough, the odds are they will remember the address itself, and directly feed it in the address bar.

  • Google and other popular search engines indirectly include it in their algorithms

Always remember – “Google is watching “.
Basically, what it means is that while the average web surfer may come to know or understand any particular brand by observing it through consistent messaging, Google does not exactly work that way. Rather it uses its algorithm to be able to comprehend exactly what that specific brand offers along with its intended target market.
Basically, the search engine observes different queries input by the user and also watches where they go. This means that users who visit a site for any particular search terms tend to attract the search engine’s attention. Once it is able to determine a positive correlation between these queries and their keyword prompts, it will automatically designate the site as one with an enriched “brand authority”.  
This is why a robust and frequently visited brand easily attracts links from many other websites, pertaining to the same area of general interest. Links are almost always a crucial factor when it comes to determining the overall page rank of the site.
In simple words, if the brand is strong enough, it will be popular and that means it will attract the attention of the search engines more frequently, thereby ensuring a significantly greater number of hits all the time.

  • Branding activities build reputations and reputations attract links

Google really does not like paid links and is now far more capable of understanding the difference between genuine links and fake ‘pay per view’ ones (courtesy its Penguin updates dating back to 2012). It wants links to sites to contain useful and high quality content.

This is why it wants hard evidence that an ostensibly relevant website really wants to share quite genuine content so as to be able to enrich the overall user experience of the reader.

In fact, it is not that easy to ‘fool’ the search engine by creating multiple false leads. But, if a company or product is in possession of a clearly recognizable brand name, then its reputation will be helped by SEO easily enough. This is where we, at Outreach Kings , come into the picture because our dedicated SEO specialists can enhance your overall brand building activities to ensure that your site remains ever popular in its respective segment.


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