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Tough rankings, high competition: Why brand building in SEO is worth more than ever

by Mayur Bhatt SEO Executive
Life as SEO is not a pony farm; No more. If the optimization used to work quite independently from the rest of the marketing, your times as an anarchic exception strategy are slowly over. For a long time, the SEO industry has spoiled its customers and bosses with cheap ranking promises. Now it reaps the fruits and has to bring itself and others back to the bottom of the facts: without a brand, it will be nothing in the long run. Why brand building in SEO is worth more than ever, check out this article.

In the past, you only need to know a few cunning tricks and use them to make a website on Google rankings. A few years ago a well-known SEO expert whispered in my ear, for example: "Hey, bookmarks still work, I tell you...". He giggled to himself. He had just bought a few hundred links at a social bookmark registration service to give his affiliate marketing project the finishing touches in the rankings. And that worked really well.

Brands win where others disappear

Just a few months later, the Google update Penguin was in a storm. The sales declined to zero. The side of my acquaintance was relatively severely affected. Other representatives in his niche "caught" it less bad-although with a brief look at the backlink profile it became apparent that these competitors had just as tricked and manipulated the Google index. Huge difference: Some websites in the affected market had managed to be more than just traffic-taker by means of Google-index. They had grown to brands, hosted large Internet forums or now offered their own shops instead of earning money only with partner links. The affected brands still exist today. These companies have managed to become an obviously indispensable part of the network with their websites. And thus become a fixed part of the Google index. But what exactly does it mean to build a brand online?

Where the user is now clicking, for example, these factors are:

  1. Ranking: Still the place #1 gets the most traffic in the organic ranking. but always less. 
  2. Motive "saver": Chronic savers may try to do it right at Billiger.de-regardless of placement on rank 1. If Billiger.de were in second place in this example, Wikipedia would hardly be the link of choice, despite top placement for these users. But even ebay.de would be an option. 
  3. Motive "security": I personally give Amazon a lot of attention when buying online-and probably belong to those who would tend to click on Amazon.de because of the long-known name. 
  4. Motif "Information": if you really want to know what a flatscreen is, click on Wikipedia in the example.

    On the second look, perhaps the meta title of Flatscreen-Info.de in the eye: "Flat screen TV: buy a plasma or LCD flat TV?" An interesting topic that obviously many users are interested in. Otherwise, this unknown page on the top places would have no chance in the long run – despite the keyword domain.

Brand awareness decides with over clicks

No matter why the user clicks on this request, he does not select any search result. Not just because it's ranked 1 or 2. He knows immediately, at the latest after reading meta title, URL and description, where he wants to click. Only then will it be possible to return to another search result-or to travel with a new, perhaps more specific term. But it is a fixed: the brand decides with the click, depending on what the user wants and what he connects with the brand.

→ Notepad: When people know their name, their content is clicked more often, even if they may not be at the forefront of search queries. Therefore, a contemporary mix of classic SEO and marketing should target brand awareness.

Brand awareness is more than an end in itself in all marketing campaigns it must be clear what your company stands for. The credo is: to build awareness purposefully. For illustration, an example from the T: Advertising, which consists only of colorful, cheerful commercials, which perhaps transports a certain lifestyle and buzzes over the screen, does not create a purposeful notoriety for a long time. When the spot is over, a black hole often remains in the viewer's memory. The advertising leaves a positive, emotionally addressed audience, but the question remains: for what has just been readvertised? The bond between the message and the brand is missing in bad spots completely. However, in order to build up your brand to a brand size, the binding must not be missing in any case. 

A concrete practical example – this time from the online world – is the Wortliga text analysis. For a long time, the company was only known for its free text analysis tool, which investigates content for comprehensibility, conciseness, and aesthetics. However, the reference to the actual service of the agency was lacking. Conversions in the sense of leads were scarce, even though the tool was very popular for a short time after its release and, according to popular SEO dictations, was a magnet for links, mentions, and social signals.

Much worse still: the brand "Wortliga" suddenly stood for a tool. The blame was the excessive PR success of the free product. So it happened again and again that people – actually potential customers – said: "Wortliga, I know [...] Oh, you write lyrics too? " A similar picture was found on Google: when the term "Wortliga" was searched for at that time, the bottom page appeared at the top with the text Analysis tool. Not a nice sight for the owners-but the public imprint of the brand. Today Google knows that behind the name is a company-but still dominates in public perception the text Analysis tool.

How does Google recognize my brand? 

What search terms are uniquely assigned to your brand or domain and how often they are searched for will tell you about the popularity of your brand. That means: The more people search for your brand on Google, the more obvious the signals for the search engine are that they are a known address. If the seekers combine their brand names with performance, topic or product-related terms, Google will learn more precisely what their brand stands for.

In addition, the relationship between the number of searches for your brand and the clicks on your Web page is relevant as a search result. This means: increasing search volume to your brand name and a high CTR, also to semantically related terms, evaluates Google as a sign of notoriety and popularity.

Measures for your online branding – even with a limited budget

How does one manage to not only become known as a brand but also to stay in conversation with its themes and products? Of course, a brand should not merely create an emotional bond, but stand for a promise: Ideally, it stands for the customer, for example, for quality to which it can rely. 

From the point of view of online marketing, it is important that you build with your fire authority in your subject area. Reputation is the key. They have to be part-by-piece from the expert to authority and finally to the brand. What you need to look out for when building your status as an authority, I will show you below five points: 

  1. Become a source of information for your industry  

    What offline trade fair appearances and expert presentations are at industry events, works online with a company blog that has an optimally handy and appropriate name. Publish what you want to be associated with your brand. However, guest contributions on other platforms or opinions in discussion forums are just as important. Networked in your scene and convince you through well-founded and interesting content.

  2. Social media: no nice to have but a must 

    Form your brand also across all relevant social media platforms after a target group analysis, it becomes clear which channels are available for your needs as a company to offer your KPIs. However, it is important to have structured planning and a certain creativity in the implementation of all social media actions. Only really interesting contents find the appeal to the user.

    Here, too, the credo should be: become authority and develop expert-level. You can also entertain here: whether this is a story about the history of the brand or a funny contribution, in which the competition is taken with a wink, is left to you and your guidelines. Tip: Tweets are recently ranked in Google's index in real time. So high time for a Twitter channel.

  3. SEO-With Brains

    Of course, actions to nurture your brand go hand in hand with the seo. Also Offpage-SEO will always play a role for your company, albeit stronger in the form of online PR or the building of contacts and content collaborations.  

    Also, as part of your keyword research, develop a tail strategy. It is no use to stiffen on highly competitive search terms in optimization-not even in the sea. Look for niche terms that match your brand and business topics.

    What interests your target audience, what aspects are behind the terms you can use in content marketing and SEO for reach? Create content and maintain a Web page that will benefit your rankings and your brand equally.

  4. Brand creation through added value  

    Maybe I'm a more confident Amazon customer because I got an account with Amazon Prime. And maybe Google is so many people sympathetic because it offers its services for the large mass free of charge.

    No matter what you do, always be sure to provide added value when you plan actions to increase your brand awareness. For example, start with free premium content such as small e-books, white papers, or trust in the production of videos and tutorials over time. Let's not forget: use a high-quality newsletter to build a tribe of enthusiastic subscribers.


The role of Google services in brand building 

The Google index, together with Google AdWords, plays an important role in your brand building as it is for your eventual reach. In addition, there are other Google services that you can use in one way or another as strategic branding tools:

  1. If you are offering industry news on your website several times a week-i.e. more than publishing updates on IPOs or company anniversaries-you should try to be included in Google News. See this article for more information. 

  2. In addition, Google Analytics also tells you the number of recurring page visitors and direct calls to your website. Look forward to every increase in direct calls and recurring visitors-these are the people who are already in a relationship with your brand.

  3. In the Google Webmaster tools, you can see how often your website appears when searching for your brand and semantically relevant terms and how much your click-through rate (CTR) is for relevant search inputs.

  4. Also, be sure to create an entry in Google my business to optimize the appearance of your entrepreneur in the knowledge graph. The goal: When users search your company, you should get a versatile picture that is shaped by your brand and the related content. By entering Google my business, you are also automatically represented in Google + with a profile.



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About Mayur Bhatt Advanced     SEO Executive

41 connections, 0 recommendations, 178 honor points.
Joined APSense since, September 11th, 2015, From Ahmedabad, India.

Created on May 9th 2018 09:11. Viewed 334 times.

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