INCORPORATING SEO INTO YOUR BRANDING STRATEGY

Branding is a huge factor in your business success for many reasons. Strong brand messaging helps customers know what to expect from you and what makes you stand out from your competitors. Brand awareness can translate to loyal customers. Brand awareness means people know about your brand. Because of that, people may choose to buy from you or become a client because they know of you. If they enjoyed their experience, there’s a good chance they will come back for more and become a loyal customer.

Most importantly, ethical branding helps you attract the right audience. I say ethical because as a B Corp certified business, we believe that you need to be honest about who you are to reach the right people whose values align with yours.

Creating a strong branding strategy and keeping it up to date is key for having your branding efforts pay off. As you work on your branding, don’t forget SEO. It seems hard to imagine how the two intersect, but the truth is that you need to consider SEO in every branding decision you make. Optimizing your brand for search engines increases your results immensely. You are looking at more website traffic, social media followers and engagement, brand awareness and revenue. Let’s look at how to incorporate SEO into your branding strategy.

BRAND MESSAGING

Now that you have keywords that match your brand messaging, it’s time to look at how to use them in a way that will lead to the most success. The best channels are your website and social media. Optimize your metadata and title tags for all your website pages using these keywords and any others that align with your brand values. Let’s take a quick look at what metadata and title tags are. To put it simply, they are the results that appear when someone searches for something. Here is an example:

The first line, in purple and a larger font, is the title tag, a short title for the page. The writing below is the meta description. It gives people a one to two sentence description of what the page is about. This example leads to the home page for Colibri Digital Marketing so the metadata describes the brand and includes the tagline.

Returning to SEO and brand messaging, we are going to look at blogs. Writing blogs about things related to your brand will help you use utilize keywords. For our imaginary makeup company, they could write about things like the impact of cosmetics on the environment to use the keyword “cosmetics environmental impact” or produce a guide to reducing your waste and utilize the keyword “zero waste makeup”.

When looking at your branding messaging and SEO in terms of social media, use keywords in your bio and posts. If you post something about B Corps and the triple bottom line, include a link back to your website for a relevant page. The hashtags you use should also reflect the keywords that align with your brand messaging.

BRAND VOICE

BRAND NAME

When people first start looking for a product or service they need online they start with a question, such as “how to write off mileage for a work vehicle”. In this example someone needs a truck for work Once they find answers they start narrowing in their search. Their next search is more narrowed in. They might have found the answer they were looking for and now want to buy a truck so they search “Ford vs. Chevy truck” Their next search will be even more narrowed in. Let’s say they have decided to go with a Ford truck. Now they will search for a certain product or brand name, such as “Ford F150 dealership near me”. Incorporating SEO into your brand name will help your brand be discovered in the first step of the search process instead of the last.

BRAND AWARENESS

Doing a guest blog post exchange or link exchange with other brands is the easiest way to link build. Another way to increase brand awareness is keyword optimization. Appearing at the top of the search funnel will help you get more brand recognition. Having a strong social media presence will also increase your brand awareness.

TAKEAWAYS

I work to make the web a more beautiful, accessible, and functional place. I use dreams as a form of planning. And I play because it’s fun.