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By Sina Ouji 25 August 19

The interaction between Branding and SEO

SEO experts often prioritize high search engine rankings for main keywords over branding. While this approach may be effective in many cases, it’s not always a guarantee for success in online marketing. A lower search engine ranking doesn’t necessarily mean lower sales if users prefer your brand over your competitors. In fact, if your site’s click-through rate (CTR) is higher, you may see more product sales. Therefore, it’s important to balance SEO strategies with branding efforts to create a well-rounded online presence that resonates with your target audience.

Better branding: better ranking

Sustainable online presence is critical to attracting organic traffic from Google, regardless of a company’s size. Our experience shows that online marketing and branding is currently the most effective marketing approach.

For instance, two reputable HVAC companies found no return on investment with offline advertising, but after transitioning to online marketing, they experienced a significant increase in sales. Similarly, a company selling seedlings now generates up to 90% of its sales through its website. In other terms, by neglecting online trading, it had previously lost 90% of its market share. These examples demonstrate the immense potential of online marketing and the importance of developing a strong online presence.

Organic website traffic: business success

Our experience shows that using both online and offline marketing channels simultaneously can lead to better branding and increased sales. Each channel has its own unique audience, so utilizing multiple channels can help a brand reach a wider range of potential customers. This can result in increased sales and a higher return on investment. Companies that extensively brand themselves across multiple marketing channels tend to have more website traffic than those that do not. By implementing a multi-channel marketing strategy, businesses can create a more comprehensive and effective marketing approach.

What is branding?

While many branding definitions focus on specific strategies, such as creating an integrated product appearance, providing usage instructions, and adhering to standards, these strategies do not encompass the entirety of branding.

Vital components of branding include:

  • Making the audience aware of the company’s name and services
  • Gathering customer information
  • Receiving positive feedback
  • Providing customer support to build brand trust

However, these components do not constitute branding itself. In essence, branding is the art of creating a company image that resonates with customers and encourages them to prefer your products and services over those of your competitors.

Everybody is looking for reputable brands

Customers tend to prefer purchasing goods or services from companies that they recognize and trust, rather than from unknown companies. Similarly, resellers are more likely to purchase from reputable and well-known brands, as it reduces the risk of potential problems and preserves their credibility. While various factors can impact the sales of products and services, branding still plays a major role in the final purchasing decision of a buyer. Would you risk testing the quality of an unknown product, or purchase one that you have already tried and tested and know to be of good quality? More often than not, we choose the latter and trust a well-known brand. This is because, in many cases, the only reason we trust a brand is due to its reputation. Building a strong brand reputation is crucial for businesses looking to establish trust with their customers and boost their sales.

Why is branding so important in SEO?

As previously mentioned, a brand’s reputation can have a positive impact on a website’s organic ranking in Google’s search results page, and can also accelerate the SEO process. However, it’s important to note that SEO can also be a cost-effective means of promoting lesser-known or unknown brands. If you have a limited budget for branding or if your target audience is searching for your products or services online, investing in website SEO can be an effective and affordable way to build your brand and increase sales. By optimizing your website for search engines, you can increase your online visibility, attract more potential customers, and ultimately boost your brand’s reputation and credibility.

How can a brand be advertised through SEO?

The FAQ section of your website can also be an effective tool for branding through SEO. By answering commonly asked questions of your target audience, you not only improve your search rankings but also build trust with potential customers. Don’t underestimate the importance of this section; if your products or services address the needs of your potential customers, you’ll be one of their top options when it comes time to make a purchase. It’s not necessary to be the top result in Google’s search rankings to be successful; maintaining a consistent presence in the top 5 results can be enough. Unlike offline advertising, which can be costly, website SEO offers a cost-effective way to boost your brand’s visibility and generate a higher return on investment.

Professional SEO is not solely about boosting website rankings on search engines. It also plays a crucial role in establishing and elevating brand awareness among the target audience. A comprehensive SEO strategy aims at creating a positive brand image that resonates with the customers and fosters long-term loyalty. By optimizing the website’s content, architecture, and technical aspects, SEO professionals ensure that your brand stays relevant and visible to your potential customers. In addition, an effective SEO approach takes into account the evolving search engine algorithms and user search behaviors, to build a website that meets the users’ needs and expectations. Ultimately, a successful SEO campaign not only drives traffic to your website but also cultivates trust and credibility in your brand, leading to increased sales and revenue.

If you need to know more about online branding, contact us and let’s set up a free consultation session with no obligation.