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The SEO and Brand Awareness Connection

Your business’ brand name is its most important asset – eventually.  When you first start a business, it’s completely normal for nobody to really know who you are or what you do. Your goal in the first year is to apply marketing strategies to get your name out there, noticed, and (hopefully) a part of everyday conversation for your audience.

Of course, brand awareness doesn’t happen all at once. Unless you go viral, it is more like a steady climb than an instant action. Most businesses don’t achieve high levels of awareness until at least the one-year mark, especially in the online sphere – and they achieve these target goals through advanced SEO.

How They Connect

A more recognizable brand is easier to rank in the search engines because people are already searching for your brand name. All you need to do is target the right keywords and terms to catch the traffic at the right entry point. Thus, high brand awareness can make it easier to launch an online SEO campaign.

On the other hand, a brand that lacks brand awareness still benefits from a well-run SEO campaign. Strategies like targeting deep-niche keywords, using branded industry keywords (e.g., buy paper from Acme) can help you get ranked for non-branded keywords. You rely less on the brand and more on your ability to resolve a problem, answer a question, or provide a service.

The “Trust” Link

We’ve come a long way from the days when keywords alone would allow you to rank. Today, you need to hit multiple variables if you want to win that coveted first result sweet spot – including trust.

Over the years, it has become increasingly clear that Google also considers brand awareness and recognition in the decision to rank business websites in search. Some marketers believe that Google may now be actively reviewing web-wide sentiments about your business before deciding whether your site is trustworthy.

Mostly, this translates into the fact that brands with higher awareness and trust ratings are more likely to sit in the first result spot than, say, a brand-new untrusted business. It also means those negative Yelp or Facebook reviews, or even just a high-volume of social media complaints after a single incident, could interfere with your ability to rank.

Raising Brand Awareness Improves SEO

By the same logic, a brand who is active on social media, and has a higher volume of mentions (tagged or not) on one or more platform, is much more likely to seem “real.” In contrast, a business who cannot be found on social media may come across as a scam, even to Google’s advanced algorithms.

By focusing not only on your SEO, but also on your brand awareness strategies, you tell search engines like Google and Bing that you can be trusted. You also showcase the fact that you’re going out of your way to meet consumers where they already are, something almost universally expected by today’s consumers.

Determining the right balance of SEO and brand awareness strategies isn’t easy, especially as a layperson. If you need guidance, we’re always happy to help. Reach out to Go Digital WSI today for more information.