Online Branding – The Value of SEO
At first glance, it might appear that branding online is strikingly similar to branding in the world of brick and mortars, but while there are many similarities, online branding requires a richer knowledge and skill set. Specifically, online branding requires an in-depth knowledge of search engine ranking and other forms of search marketing.
Online Branding and SEO
Offline, branding involves a myriad of techniques to increase visibility and stay present in the minds of consumers, primarily though repetitive advertising. Ads of every kind increase visibility. If this were to be translated to the internet, you’d build a brand through website and blog advertisements. There is certainly credence to this method, but the online marketplace is more vastly segmented than markets offline and without well placed advertisements and results, you’ll miss your market entirely regardless of how much money you’re throwing into an advertising campaign.
Search Engine Optimization (SEO) fills the largest void created when offline branding techniques move online. Instead of constancy of ads, you must now also focus on reaching your specific target audience through popular search terms as well as strategic ads on relevant websites. Internet branding is a combination of techniques, but SEO is essentially the foundation of connecting a company with a term or phrase. Ranking number one for a particular keyword phrase essentially is your brand online. With branding, becominging synonymous with a phrase is a holy grail of sorts, and can be accomplished online.
Using SEO for Internet Branding
SEO builds brand awareness online by targeting specific keyword terms in the search engines. SEO takes time to work, and once effective, it requires constant dedication to stay at the top of the results. Your goal through SEO and online branding is to have consumers search for a phrase representing your brand. When the results appear, your company should be one of the first sites that appear in the search results. If you’re ranked in the top five for your search term that is also your brand, you’re extremely well positioned for both conversions and online reputation management.
PPC ads can replicate these results, but not to the degree of authentic search result listings. Advertisements are not as trusted by visitors as search results, and text links only receive 20% of the clicks on the results page – a far cry from the solid internet presence you’re seeking.
Building an Online Brand by Other Means
PPC is a lesser alternative to SEO, but there are other elements of online branding that can have tremendous results. Foremost of these is social marketing. By taking advantage of the increasingly social nature of the internet, your brand can be easily established and constantly replicated within your market.
Internet marketing is also an option, but with click through rates being a half percent on average, it takes a decent budget and call to action for anyone to click. And with the web being as fragmented as it is, reaching your audience with banner advertising can be challenging.
Search marketing is another element of online branding. Paid positions through banners and search results can contribute strongly to the overall reputation and presence of your company online. Again search terms, target markets and the overlap between keywords and brand will be one of the foremost criteria for positioning yourself properly on websites relevant to your branding efforts.
