If you think, SEO and Branding are isolated strategies that cannot be worked together, you are wrong, both are empowered and can bring even greater results.
The Branding is a classic strategy over the years has allowed brands assert themselves in the market and become major commercial strengths.
The SEO comes with Digital Marketing is a strategy which aims to achieve a good positioning in search engines to increase organic traffic to a website.
Reading these definitions it may be that they do not have a great relationship with each other, Branding, inherent to Marketing since its inception and SEO a relatively new strategy that seeks positioning on the Internet.
However, if you analyze it logically, you will realize how these two strategies can collaborate with each other and improve the overall results of a business.
In this post you will better understand how SEO and Branding are related, what are the risks of carrying out these strategies independently and the benefits that combination can bring. In addition, we will show you some techniques to link SEO and Branding actions.
How are SEO and Branding strategies related?
When thinking about SEO, we notice that one of its main objectives is online positioning, however, behind this there is much more.
Good positioning is useless if users quickly enter and exit the page. This is just an example to understand that a strategy can have a main objective, but it is necessary to think further to achieve complete results.
On the other hand, Branding is mainly concerned with creating and strengthening the image of a brand. Something extremely important that you cannot stop thinking about when working SEO.
An SEO strategy that integrates with Branding can be an excellent way to achieve permanent results for a business.
How SEO helps improve Branding?
Instinctively SEO already collaborates with Branding, let’s see how …
A well-positioned brand will appear in much of the search results for industry issues. Despite the fact that users do not enter the URL, the constant presence of the brand will end up in the minds of consumers, exactly what Branding is looking for?
Authority and relevance
When your brand appears frequently before the doubts of consumers and the user sees that in a content there are comments and interaction, this makes the business become a reference in your sector and increasingly increases its authority in the market in which it acts.
The relevance that top search engine rankings can bring makes it possible for other content to use yours as a reference and receive more links. By receiving more links, the branding of your business increases significantly as the brand grows and becomes stronger in the market.
How does Branding collaborate with SEO?
If a brand is already strengthened in the market, many of the users will search directly for the brand name in the search engines.
The results positioned in the first places will be the brand pages and because this is exactly what the user is looking for, 99.9% will click on the link.
At the same time, a brand can promote initiatives in search engines to generate brand awareness and meet a specific objective.
In social media, for example, the company can launch a meme or an original term for users to search for information about it and want to accompany the outcome of the story.
What are the risks of doing them in isolation?
Both strategies are important to the success of a brand. When you have a well-built Branding, the public is used to the brand and all efforts to promote a product or service are much easier.
However, without the help of SEO, all these efforts will be more expensive.
As much as a brand has good Branding, it is necessary to do the proper promotion to stay in the minds of consumers.
We can cite Coca Cola as an example, which, despite being a fairly strong brand, uses all the channels available to it to stay on top by constantly promoting its products. It is not only concerned with Branding, but also uses various strategies to further improve its results.
On the other hand, carrying out an SEO strategy without having more objectives than positioning a page does not make sense. Attracting visitors can certainly bring benefits; only they will be infinitely less than when we associate it with Branding.
Another aspect that can harm even more are the articles that have the sole objective of increasing organic traffic, but without having any relationship with the image that the brand seeks.
In addition to not collaborating with Branding, essential for the success of a brand, these contents can bring a negative experience for the user, something that will significantly harm and worse, lose confidence.
In business, trust is essential; no one consumes a brand that you do not trust, therefore, it is a very big risk that must be totally avoided.
Brand image can also be seriously damaged when Black Hat SEO tactics are employed.
For example, receiving backlinks from malicious and spammy websites is very negative both ways, as you can be penalized by Google and associate with cheating users at the same time.
What benefits does the combination of SEO and Branding bring?
As we said earlier, SEO is a strategy that brings many benefits. One of them is the medium and long-term results that can bring about extremely low costs and that last over time. Results that can come much sooner with a Branding work directed or carried out in parallel.
Next, let’s see some specific benefits …
More visits and more leads
By doing a good SEO job, we get more organic traffic. When associated with content focused on building a good brand image, that is, content of value for the reader, guiding it with the knowledge the brand has in its area, everything is optimized.
It is possible to educate the user through good content so that when he is ready he becomes a customer. This work is much easier when the Branding has been worked naturally.
The brand image that your content passes depends on you
When creating content, we must consider that the brand name is at stake , giving unethical recommendations that can benefit the user is not a good idea, even though that may bring a large number of readers to your domain.
It is important to create content that helps you build and maintain the brand image you are looking for, so you work Branding indirectly that you can optimize with SEO.
You are the main source of information for your brand
Contents with updated information are essential for a good Branding, even more if these are information about your brand.
We know that in Content Marketing the main objective is not to highlight the important aspects of the brand itself, nor to focus on the benefits of the products and services we offer. The important thing is to take the consumer on a path that makes them discover how what we have to offer can be useful to them.
The amount of content that talks about our products or services should be minimal, but we must be careful to always keep them updated.
We are responsible for the information we want to give users about what we offer, therefore we can do an excellent job. Who, better than us, knows what and how we want to transmit this information?
Greater visibility, relevance and authority
As we saw in the first point, both strategies worked in parallel, bring greater visibility, relevance and authority to a website.
Therefore, we must make the most of this resource to obtain these results.
4 techniques to link SEO and Branding actions
1. Consider Branding as an SEO tool
Just as you have SEO techniques in mind when creating content, it is essential to consider Branding as one of them.
For example, try to choose well the keywords in which you could gain a lot of authority by being well positioned in Google. This way you will have the guarantee that organic positioning will attract the ideal public.
2. Encourage users to comment on your content
Active participation by readers in blog comments is an important factor for good positioning.
By answering their questions and clarifying them properly, you will increase your authority on the subject, which, without any doubt, will favor Branding.
3. Use your blog to reinforce your brand
Use spaces that can go unnoticed, such as the footer, to place your brand’s logo or something that represents it.
I’m not telling you to fill your blog with advertising, but little icons can help keep them in the minds of consumers.
4. Create a Marketing plan
The Marketing plan is essential for any strategy to work. Therefore, do not stop creating it and include the techniques that we have mentioned and others that you can create through your experience with your brand.
Each business has unique peculiarities and a particular audience. Marketing today has to focus on your market and your audience, creating personalized strategies that will give much better results.
SEO and Branding are two strategies that must be worked in parallel. Part of its characteristics, naturally already collaborate with each other, however, it is important to unify them so that the results can be optimized.
Today SEO is highly valued, but you must consider that it alone cannot work miracles. Use the two techniques together and you will see the difference.
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