Consumer behaviours have changed dramatically as technology has altered the landscape of business outreach and digital marketing. Branding has become an increasingly crucial aspect for businesses. Positive and negative news spread rapidly online via various platforms such as social media and review websites. Brand management is no longer exclusive to big brands with a hefty marketing budget — it is equally, or perhaps more, applicable to small businesses competing in a tight digital space.
Today’s online consumer is more tech-savvy and discerning with information than ever. People tend to do a little bit of research about both the brand and the products before they make a purchase. Good reviews, a high-ranking score, relevant content, and visibility on search engines inform consumers’ decisions on whether to make a purchase. Search Engine Optimization (SEO) should thus be a key component of your brand management strategy. Having a coherent SEO strategy will help you build a solid brand image online.
Search Engine Optimization (SEO)
SEO has become a common term in marketing. Although it may sound complex, it is not limited to large digital marketing agencies. In fact, it has become so relevant that a specialised small business SEO company puts it at the front and center of their business services. Simply put, it involves strategically tailoring the content of your website to strengthen your online presence so that it is ranked higher and more frequently in users’ searches. Link building, website optimization and content, business listings and social media are key components of SEO.
Link Building
You can generate higher web traffic and strengthen your brand reputation via referral links to your website. When third-party websites or blogs mention your brand in a positive light, it serves to increase awareness of your brand and give people a good impression of it. Including backlinks to your website in those third-party posts increases the chances that a user may engage with your brand.
Effective link building takes time and effort. Linking your business to another webpage with a bad reputation or one that is unsafe could hurt your brand image. Users may form a negative association between those particular websites and yours. You should aim to build links with reputable websites so that your brand can make the best first impression, which in turn directs users to your website.
Website Optimization and Content
With more users accessing your website, it is not only important to manage links outside of your website, but also within your website. Start by making sure that your website is free of coding errors or any other technical issues. Improving on the indexation and website architecture will also help search engines comb through your website faster and more easily, which can improve your ranking in search engine results.
The website content is as equally important as the technical component in a good SEO strategy. Build a website that gives search engines, bloggers, and reviewers a myriad of options to link back to content that is specific to your brand’s keywords. Many companies nowadays, for example, have an “About Us” page that includes their history, vision, and content that humanizes and defines their brands to help them stand out amongst the rest. Having a page that features your social media accounts will also help with amplifying your brand and gaining new followers within the social media community, and increasing your online presence for better SEO results.
Business Listing and Social Media
Having a well-maintained and accessible website builds credibility for your business, but that is not where it ends. Listing your business on the appropriate channels will increase brand awareness and credibility. For example, simply claiming and verifying your business on Google My Business sets up a business profile that helps you engage and connect more easily with customers. A comprehensive business profile — one that is filled with up-to-date contact information, location, and website details — helps your business appear more reputable and is less likely to be considered a scam. It also invites users to leave reviews on Google, which is another useful tool to increase your SEO rankings.
Leveraging social media is another great way to engage your customers. Social media is widely used in today’s society, and people actively seek content on these platforms. As with your website, a robust social media profile can create a strong impact on your SEO. Every social media platform is used for a slightly different purpose, and it is something to pay attention to when you are creating profiles for your business. More importantly, your social media profiles are where your business interacts with potential and existing customers. Your posts should be consistent and exemplify your brand image, and be relevant to your target audience. Social media is a powerful tool to attract new customers, build brand loyalty and maintain your business’ reputation.
Good brand management is a core component in a strong business strategy, especially in today’s society where a good product is no longer the only factor in consideration when it comes to consumers’ decisions. A comprehensive SEO strategy will contribute to building and managing your brand online.