SEO’s benefits aren’t just limited to building brand presence and driving traffic to a website. Search engine optimization also can be used to increase click-through and conversion rates of branded search traffic and act as a business retention model.
With 74 percent of consumers conducting online research before making a purchase decision, any negative sentiment around a brand can deliver a significant blow to the brand’s bottom line. In many instances of a brand’s reputation being tarnished online SEO is the only way to clean it up and present the brand in a positive light.
Social Media’s Effect on SEO
The popularity of social media and blogs, combined with the emergence of consumer complaint websites, has been detrimental to the reputation of many brands. Both allow one person’s bad experience, or even a deceitful competitor, to drag a brand’s reputation through the mud for the entire Web to see.
When a critique of a brand is posted to a popular website, search engine queries for that brand will often include that critique on the first page of organic search results. This can be very damaging to the brand. Potential customers who come across such a critique may be disinclined to engage with a brand they otherwise would have after finding such a negative organic search result.
Blog posts and social media updates that speak negatively about a brand and rank for the brand name are on third-party websites; the brand has no control over them. Since it is unlikely that the pages will be removed from the websites, the only recourse the brand has is to get them removed from the search results. This is done by leveraging SEO for online reputation management. (more…)
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.
That is the basis of our new white paper, “Leverage SEO’s Brand-Building Powers.” Download your copy today.
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.