Look beyond SEO’s traditional uses for brand- and reputation-enhancement benefits.
SEO is not typically considered a branding mechanism. But below the surface, there is intense brand-building value. In order to fully understand the value of a search engine optimization campaign, it is necessary to look beyond traditional key performance indicators (KPIs) such as rankings, organic traffic, etc. and look also at the value search engine optimization has on a brand. Our point of view is that SEO is not successful if it is not building both brand awareness and brand influence.
Building Brand Awareness through SEO
Brand awareness via SEO is built by saturating the most relevant channel with positive brand content for increased visibility. For example, a brand selling dietary supplements should publish engaging content with a positive brand spin throughout the health channel, both on their own website, and other authoritative sites related to health and wellness. This channel saturation will lead to increased visibility by casting a wide net of content around the Web.
It’s not just about volume, however. In order for a saturation strategy to perform, your brand’s content assets must provide value to the channel’s audience andconvey the brand messaging in a positive manner. If there is no value to the audience, the content will not perform in organic search, reducing the benefits of increased visibility.
Rather than simply promoting the brand, the content must provide consumers with information that is of value to them and that they are looking for. The more engaging content a brand has saturated within the channel, the more likely consumers are to come across the brand online. The example below shows how consumers’ first online interaction with brands has changed.