By Matt Bertram, Enterprise SEO Consultant at EWR Digital and co-host of the SEO podcast “The Unknown Secrets of Internet Marketing.”
Whether you’re a CEO of a large enterprise, marketing director, small business owner or author, you can and should use search engine optimization (SEO) to build your brand. Personal and business names alike can improve their online presence by standing out and gaining recognition.
SEO focuses on improving the user experience for consumers. Your website’s speed, design, content, responsiveness and intent all play a role in your visibility and desirability online. The easier your online presence is to find and access, the faster you can build awareness to draw the right people to your brand.
To supercharge your brand awareness efforts, target the right audience with the right content at the right time and place. How? Through SEO.
Using SEO To Build Brand Awareness
By optimizing critical elements of your website for search, you can boost your rankings and achieve greater brand recognition online. Attract more traffic to your website and convert visitors into leads and engaged consumers.
1. Use content marketing.
Publishing quality, valuable content on your website regularly is one of the most effective ways to increase your rankings on search engines, build brand awareness and attract quality leads to your website. Content marketing can help you build trust with people, educate consumers and inform people of your products and services.
To create a foundation of outstanding content, focus on giving your audience what they need. This may include answering common questions, offering unique perspectives on industry-related topics or crafting engaging pieces that people can’t wait to consume.
Content marketing isn’t limited to blog posts and case studies. You can create everything from e-books and infographics to videos, podcasts, webinars and other creative pieces to engage your audience.
2. Identify relevant keywords.
Optimizing your content with appropriate keywords is an essential part of every great SEO strategy. Identifying relevant phrases and longtail keywords can help you rank for the terms needed to enter the conversation with consumers and meet them where they are in the buyer’s journey.
Ranking near the top of search engine results pages (SERPs) for specific key phrases is also a form of social proof. In other words, it can boost your credibility and trustworthiness in the eyes of consumers, as organic rankings are typically more trusted than paid ads.
Remember to optimize every piece of content for search intent (or user intent). Give users what they intend to find when they type specific terms into search engines. This will help boost your conversion rates and keep people onsite longer. Focus on keywords that are navigational, transactional, informational and commercial to satisfy intent. And don’t forget to target branded search terms in addition to industry keywords.
Optimizing the following on-page elements with target keywords can help you enhance your visibility and brand recognition:
• Page title
• Headers and subheaders
• Meta description
• Body paragraphs
• Image alt text