SEO Tactics to Help Build Any Online Brand Presence

SEO Tactic to Help Any Online Brand Presence

SEO Tactics to Help Build Any Online Brand Presence

Great search engine optimization has evolved dramatically in the last few years. While good SEO used to be measured solely in search engine result page rankings, it has now reached a point where it encompasses so much more than just that. One of the biggest additions to modern SEO is the need to use it in conjunction with branding. When done correctly, this can translate into not only great search engine rankings, but better overall brand recognition and increasing amounts of direct traffic.

Today's question addresses this new issue of branding, with a user wanting to know: "How can I use modern SEO tactics to help with my brand presence online?"

There are some pretty straightforward ways your business can use SEO branding to get the most out of your SERP (search engine results page) rankings. The first, and simplest, is to simply add your brand's name to your page's title tags. Even if it doesn't always show up in the actual SERP due to character limitations (~55 characters), it will help users and search engines to better understand and recognize your brand.

Another strategy is take to advantage of schema mark ups on your website to make sure that your content is getting the most real estate on the SERP possible. Adding schema will help search engines better understand what your content is talking about and can help not only boost rankings, but also allow Google to pull relevant content to add to the SERP for certain queries.

A similar and equally helpful strategy is to take advantage of Google's Knowledge Graph and help Google understand where your business is in order to optimize local results. Not a lot of people know that Google has custom listings for certain queries - the most relevant here being brand name. This means that if someone types your brand into the search results Google has the ability to display what your company is about through visualizations of your company's location and basic data about your company. Having these included in the SERP of your brand can help add legitimacy and trust for your brand with users who may have never heard of your business before.

To view more of our videos answering questions from around the web, and for more information about video marketing, you can check out our other responses here. If you have a question about digital marketing or any of the other services that we offer, leave it in the comments section below or tweet it at us @BFMweb and we will answer it for you.

Video Transcript

Hi. My name is Brendon Rowe. I'm an SEO Specialist at Blue Fountain Media. Today we have a question from the Internet that asks, "How can I use modern SEO tactics to help with my brand presence online?"

That's actually a really good question. Not a lot of people know that SEO is a really good way to help create a brand identity for your website. Think about it. You have a user who's typing in a random query that you're trying to rank for. They see your websites in the search results page. They're probably never heard about you before. You really want to make sure that when that user lands on your website for the first time they know what your company is about, you have some sort of brand recognition with them, and that they're going to come to you in the future for any related queries that they have.

So one thing that you can do to help your brand presence online is to create valuable content that is going to help you stand out above anybody else. There's probably a lot of people that are talking about the same kind of topics that your website is about. You really want to understand how other people are doing that and creating dynamic topics that is going to help users love your website more than their websites. And that's going to help them with the overall brand recognition.

The next thing you want to do is to know all the different topics that you want to talk about that's associated with your brand. And create specific pages for that. This will help the user get a really good experience when they come to your website and recognize you a little bit more for that brand topic. What you want to do also is to think about any technical things that you can do with your website in order to help Google understand what your brand is about and also to help users understand what your brand is about.

So one thing you can do is to put your brand name or your website name in the page title. That's going to help users when they type in your brand name and also any related queries with that find the page that they're looking for easily online. Another thing you can do is mark up your article content in order to help not only search engines understand what you're trying to talk about but also help give you a better listing in the search engine results page.

One thing you can do is schema. Schema is actually a technical code that you can implement in your article content that does exactly what I was talking about. So for example, say you're a cooking website and you want to markup your content using schema. You can actually place code over your recipes and Google can understand the content a little bit better this way and not only that but they can take that recipe information and display parts of it in the search engine results allowing you to stand out above anybody else.

Another thing that you can do is to find different ways to get yourself onto to the knowledge graph and also to help yourself with local search results. Not a lot of people recognize that Google actually has special listings for certain queries. One of those is a brand name. So say somebody types in your brand into the search results. Google has the ability to display what your company is about in a visual way called a knowledge graph. There's things that you can do to help you set up for the knowledge graph so that users get a quick understanding of what your website is about before they actually land on your website You can also do local search optimization as well.

That will help give you a better showing in the search engine results when people type in something, say, Cajun restaurants in New York City. You can actually help rank a little bit higher than anybody else. You can get better brand recognition for your company. And you can also do things to help people see how much people love your website above anybody else's before they even click on it.

So, that's all I have for you. If you have any other questions regarding what you can do to help your brand presence online using SEO please leave a comment below.

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Comments

  1. Simon said:

    Great post Brendon. I have been implementing schema.org markup from day one and am an advocate. According to a recent study sites that do use it rank an average of 4 positions higher. I would also recommend the rel=author, and rel=publisher markup. Google Plus social signals represent the 2nd highest page level ranking factor according to Moz.

  2. Deepak said:

    The piece of advice regarding schema markups is interesting. I’ve been researching and experimenting on the ways recently for on our clients SEO & Branding. Is it possible you could gimme some example on this?

    Also I like how you’ve put the video transcript :) Thanks!

  3. Brendon Rowe said:

    Hey Deepak,

    There are many things you can do with schema to help increase your brand image in the SERPs. One of my favorite is ratings markup that lets users see how much they love your product or service. This will help create a positive feeling about the company when for the user before then go to your landing page.

  4. Brendon Rowe said:

    Hey Simon,

    I would be careful as rel=author and rel=publisher does not give you a rankings boost. Also Google has gone on record stating that they do not use social media for their rankings and Eric Enge did a study to prove this. However, Bing does use social media signals.

    Best,
    Brendon

  5. Deepak said:

    Alright, I’m gonna jump on it :)

  6. Dear Brendon,
    Thank you for combining practical and expert perspectives!

    I read this and your post on Google+. Superb.

    Quick question for you: How might these topics tie in with publishing a post on LinkedIn. I only published one so far, but received over 2500 views and gained over 625 followers, so it is of interest before I post more!

    Also, do you have any examples – clients or otherwise – of how authors of ebooks have used these methods to drive ebook sales?

    Thank you.

  7. Brendon Rowe said:

    Hey Stefanie,

    So publishing a post on linkedin is going to be similar to any other PR/social post. It may give you very little direct benefit, however it can provide a lot of indirect benefit if you have a really fantastic piece of content. If you find the right influencers on Linkedin you can draw more social shares and links pointing to your website and help increase the authority of your website.

    So one of our clients is Biowars and they have been using social and other tactics described in this video to help garner more repeat traffic for the website and increase their SEO presence. You can learn more about Biowars here http://www.bluefountainmedia.com/portfolio#biowars

    Best,
    Brendon

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