Search Engine Branding
If you think of major brand names - Johnson & Johnson, Kellogg, Amazon - you can instantly picture them and already have a good idea of whether you would buy their products. This is because of branding. The American Marketing Association defines a brand as a 'name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.' So when you hear Nike, you can differentiate between that company and Adidas. Often, people form loyalties to brands, which is why it is vital that your business have a strong, identifiable brand.
Brands help companies do several things: build credibility and user loyalty, deliver a unified message, and connect with a target audience. This is especially important in the ecommerce age because increasing numbers of consumers are using search engines to locate products and services. There is so much competition for customers and traffic; a solid brand will help your business compete in this crowded field.
More search engine users are searching specifically by brand. It is important not only in the initial search engine results but also in follow-up visits. Users often gain awareness of a brand through the initial search and then return later because they have made an association with the brand.
You can build your company's brand and capitalize on the prominence of search engines by optimizing your landing pages, using pay-per-click (PPC) campaigns, providing quality, blog marketing, relevant content, and using search engine optimization.
A bit more about search engine optimization: SEO is when you improve the volume and quality of traffic to your website through the use of targeted keywords. This can help you build your brand tremendously because it allows your site to rank higher on search engine results. Because of the glut of business vying for attention from searchers, the higher your site ranks - or the closest it is to the top of the search results - the more people notice. If your site doesn't make it into the top two or three pages of results, many people will stop searching. You would be losing valuable traffic and potential customers.
Search engines are one of the best ways for a business to generate quality leads. Ignoring this vital aspect of marketing can be devastating to your business; actively building your brand is the most effective way to get better search engine rankings, which leads to increased traffic, potential customers, and being a well-known and respected business. Let us help you get started. Contact us today.
