Raising brand awareness is not an easy job, but it is a necessary task for brands.
Search engine optimization has always played an important role in building brand awareness. However, this role has changed significantly over the years. Gone are the days of the early internet, and digital marketers can no longer just populate website pages with brand names and keywords to rank high.
As technology has evolved, search engine algorithms have become smarter, more sophisticated, and more user-centric. As of 2020, U.S. SEO marketing spending has reached nearly $80 billion. So in the current environment, how to improve a company's brand awareness through SEO, the following are our suggestions.
1. Incorporate link building into your strategy
The quality of link building has a greater impact on SEO than other factors. The total number of referring domains linking to a page correlates with higher SERP (Search Engine Results Page) rankings. The higher you rank in search results, the higher your brand awareness will be.
2. Optimize keyword phrases to increase organic search traffic
Organic visibility on Google is critical to increasing brand awareness and performance. Not only does a high ranking make it easier for potential customers to find you, it also shows the credibility of your page. This is especially important as the habit of scrolling through a long list of search results is disappearing with the rapid proliferation of voice search and smart devices.
We recommend that you focus more on long-tail keywords, which have a 3-5% higher CTR than a typical search. We also recommend that all brands measure and optimize for search intent, leverage structured data, and make sure your brand is voice-ready.
Another tip for optimizing your keyword strategy: focus and analyze search terms with your brand name, as consumers who search using your brand name are more likely to buy from your brand. By increasing the number of search keywords for your brand, you can increase the overall strength of your website.
3. Do local SEO
According to the survey, 46% of search queries have local intent. Many multinational brands feel that doing local SEO is a waste of time and resources, after all, they are not small local stores. However, local SEO doesn’t mean optimizing for just one region, it’s about optimizing your content with precise locations in mind.
For example, let's say your brand has operations in both North and South America -- from New York City to São Paulo. In this case, it no longer makes a lot of sense to have a website that serves all consumers. You need to localize your content from language to visuals to make sure your content is suitable for your target audience.
To do this, you can add local mode to your website, build backlinks, and make sure all your store locations have a live-updating Google Business Profile. Also, you can work on adding local reviews. According to BrightLocal, online reviews have a huge impact on consumers' opinions of local brands, with 94% saying positive reviews make them more likely to visit a brand. Ensuring localized content is also important as it will capture the attention of consumers in the region and will also let them know that your products and services are tailored for them, helping to create a more inclusive brand image.
4. Integrate other marketing channels with SEO
Organic traffic is necessary for success, but in today's overcrowded internet marketing world, organic traffic growth isn't easy. For this, you might think about integrating content on social media. First, social media content is indexed; second, search engine crawlers also like to crawl social media posts. All you need to do is make sure your posts are relevant to your brand’s content.
Building brand authority and trustworthiness on social media, as well as reaching a wider audience, can help drive more people to read what you publish on your website. It also encourages linking from other sites to create backlinks to your site. This in turn improves SEO performance and enhances brand awareness.
As your organic reach dwindles, you can also shift some of your marketing spend toward paid campaigns, where you can run your ad campaigns with targeted keywords and audiences.
5. Focus on what matters most
Optimized content generates more traffic and leads. Not only do you need to keep your content up-to-date and quality, but you also need to make it fit the needs of your target audience to lead them to further explore your site and ultimately become your customers. You can repurpose and update existing content on your site, however, don't forget to delete sections that are not related to your brand.
6. Create the right type of content for your audience
If you don't create the right content for your readers, you're missing out on opportunities to increase your brand awareness.
SEO has historically been one of the best channels for driving steady traffic, brand awareness and growth. The change is that we are moving from the old model of putting keyword intent at the top of most SEO-related activities to a new model of using search intent. The most important thing right now: identify search intent and satisfy it with valuable, actionable content while providing a seamless experience for your visitors.
Therefore, you need to find the user's problems and pain points, such as what kind of content do they want to query and consume? and provide these answers in the best possible way. This way, you'll be able to increase awareness of your product, increase your search traffic, and at the same time tell users how to get the most out of your product.
Another point is not to forget to add visual content. Some data show that content with pictures attracts 94% more pageviews than content without pictures.
Summarize
Some of the above suggestions will allow you to increase your brand awareness. However, the same strategy doesn't always work. Over time, you'll need to adjust your approach to ensure your content reaches your target audience. If you need professional team and advice, you can contact us! Ara Analytics is a full-service digital marketing company, we have experts to help you solve SEO problems and help your brand increase awareness. contact kennyliang23
Past recommendations: