When it comes to the world wide web the only thing you can rely on is change. The internet has obviously transformed the way we live, communicate, conduct business, and if you’ve been paying attention over the last couple years – you now possess the potential to transform yourself into a brand. This shift does come with some caveats, especially through the lens of SEO (Search Engine Optimization). Let’s explore the importance of becoming a brand to maintain a strong online presence, and let's dive into the methods to accomplish this standing.
Anyone with access to the internet can cultivate a digital persona that resonates as a brand. Whether this transformation is a blessing or a curse is a matter of perspective. Many small businesses and independent entrepreneurs are satisfied with being recognized as entities rather than full-fledged brands. However, considering how SEO factors in, there's minimal room for disagreement – embracing a brand identity is crucial to secure lasting online presence.
"If you can't beat them, join them," takes a new meaning following each Google algorithm update. The fundamental reasoning is clear – brands form the foundation of ‘Google's Knowledge Graph’, the framework that weaves the fabric of online information together. In other words, Brands are King. By establishing your businesses presence as a brand, you position your business to capture Google's attention and acknowledgment over the long term.
One telltale sign that you – or your competition – have become a recognized brand in Google's eyes is the presence of a non-local (generic) knowledge panel upon searching for your brand. In other words, your google business page pops up. This is a solid indication that Google acknowledges you as a bona fide brand, more than just a mere entity. This feature also reveals the brands you're affiliated with, a handy piece of information for competitive analysis. To gauge your competitors' status, this step should be an essential part of your audit – awareness of these affiliations is shared by Google itself.
Becoming a brand isn’t necessarily ‘quick and easy’. It's a journey that demands a cohesive team strategy. To effectively brand yourself or your business, consider integrating the following steps into your branding strategy:
1. Strengthen Your Online Presence
Your branding starts with your website and content. Make sure your site has thorough information about your business, leadership, culture, and history. Remember, just having these tags doesn't make you trustworthy. Create meaningful content and structure it to help Google understand your brand. Also, use the "same as" property to link to your official channels.
2. Weaving a Web of Associations
A crucial part of building your brand involves connecting with other respected entities, or “backlinking”. This links your brand into a complex network. While we may not know exactly how Google's connections work, there are strategies to help create these links:
3. Being everywhere helps people remember you.
To be recognized, spread your brand across different platforms. The goal is to make people search for your brand, something Google notices. While it might seem overwhelming, you can do it smartly:
4. Curate Positive Mentions
The culmination of your brand-building venture involves curating favorable mentions to amplify positive sentiment and broaden their visibility. This practice bolsters social proof and augments conversion rates, warranting its incorporation into your strategy:
Building a brand is a big task that takes a lot of time and a lot of effort. The good news is, the possibility is accessible to everyone, and if done correctly can lead to quick rewards like more website visitors, better search engine rankings, and higher sales. If SEO data is any indication, it's necessary for lasting online success.
Embrace branding and let us help your online presence soar in the digital world.
Summer and her team have years of experience in all realms of marketing. Her favorite is Search Engine Optimization and trying to figure out what Google is up to next.