Can SEO And Branding Work Together?
Many digital marketers see branding and search engine optimisation as mutually exclusive and separate campaigns. In actual fact, SEO is a big part of branding, and branding is an important part of SEO. In this blog, I will outline how SEO and branding can work together to promote a website.
The first example of SEO and branding working together is in linkbuilding. Any SEO understands the importance of anchor text
within linkbuilding, as well as all the different types of anchor text. In linkbuilding, brand anchor text is one of the safest, important and natural anchor texts you can use. This is when the anchor text is either the brand name or the brand name mixed with the keyword (eg Web design by Blue Whale Media.)
Other forms of branded linkbuilding includes press releases. Press releases are a great way to promote your brand both from a PR point of view and an SEO point of view, since you are likely to also receive a link back to your website within a digital press release.
Any SEO marketers will understand the importance of high-quality content writing, written for both the audience and optimised for search engines. An important part of content writing is also the brand guidelines – it is important for every company to have guidelines for their content which can include things such as the font, brand voice, intent etc. For example, one company might be intent on using technical jargon that are known and used by experts within their niche because this is their target audience, whereas another company within the same niche might prefer to be more user-friendly and use less technical jargon in order to target people who are not necessarily experts within the industry.
For an SEO, we understand that non-branded search terms are always where our focus lies and more competition is. However, with a bit of digital marketing common sense, we also know that branded search terms will always have a much higher conversion rate since they are further into the conversion funnel. It is important to capitalise on this by ensuring your website is showing in the top position for your branded search terms. For some companies, this is easier if they have quite a unique brand name. Other companies who have more generic brand names will find it higher to rank even for their own brand name, so it’s important to have a valid marketing and search engine optimisation strategy for their branded search terms.
I also double as the PPC executive in our marketing team so take it from me, competitor brand bidding is a real thing and other people can easily steal your customers if they are given the chance.
An important part of branding is to build and promote a good brand reputation. And a lesser known area of search engine optimisation is indeed brand reputation. For those unaware, Google employers a number of search quality testers, who are given a set of SERPs and will rate the quality of each website and determine if they think they are showing in the right positions, or if they would change the SERP. As part of this, search quality testers are tasked with researching the brand reputation when reflecting the website’s EAT score (Expertise, Authority, Trust.) It has also been confirmed that if a company gathers a lot of negative reviews online, the Google algorithm can begin to penalise the website and downgrade the search results. Therefore, from both a branding and SEO perspective, it is best for a company to have a strong and positive brand reputation with good online reviews.
So that’s just some of the main ways in which SEO and branding work together to promote and market a website. If you are interested in boosting your brand or improving your search engine optimisation, feel free to contact Blue Whale Media to see how we can help your company.