By Marc Purtell | @MarcPurtell | Director, SEO
MediaWhiz’s SEO experts share their wisdom in a new white paper, “Leveraging SEO’s Brand-Building Powers.”
SEO is no longer just about driving traffic; it’s about building a brand.
When marketers consider branding, search engine optimization typically doesn’t come to mind. SEO has long been used as a vehicle for driving highly qualified visitors to brands’ websites. But SEO is no longer just about driving traffic; it’s about building a brand.
There is often a power struggle within organizations as to how advertising dollars should be spent on branding versus SEO. Rather than fighting that tug of war for SEO budget, marketers can position SEO as part of their overall branding effort rather than a silo marketing channel.
Marketers’ requests for investment in SEO are made easier when they make the case for SEO’s brand- and online reputation-enhancing qualities. With that in mind, MediaWhiz has written a new guide for marketers to use to tap into SEO’s inherent brand-building powers.
The guide represents a new and innovative way of thinking about how brands and marketers can best use SEO strategies and tactics to enhance their brand’s reputation, public image and search engine rankings.
Learn why brand authority trumps paid search. Explore how to use SEO tactics to improve your brand’s online and offline reputation. Round out your SEO knowledge with best practices for leveraging SEO’s brand-building powers. All that and more can be found in MediaWhiz’s new white paper, “Leveraging SEO’s Brand-Building Powers.”
Below is an excerpt from MediaWhiz’s new SEO white paper.
SEO’s Reputation-Enhancing Powers
Non-branded organic search performance is important for building brand awareness and authority. In order to deliver truly successful marketing efforts, brands must consider an element that is often overlooked: branded search. A 2012 study conducted by Cisco found that 74 percent of consumers conduct online research before making a purchase decision. This makes it crucial to have a positive brand image on the Web.
Having a website that ranks No. 1 for branded searches is nice but marketers must also consider what else is showing up within page-one results.
Building digital assets off-site is crucial for expanding a brand’s reach and reputation. It is essential to saturate the Web with positive brand messaging and build authority to those assets as part of an effective SEO campaign. Not only will these assets provide a brand with increased visibility, they also can be leveraged to replace search engine results that reflect negatively on a brand, thus projecting a much more positive brand sentiment on the SERPs.