3 Critical Ways Your Brand Boosts Your SEO
Your company’s brand is a valuable asset, especially if you have put a significant amount of resources into developing it. Actually, increasing and improving brand awareness is one of the top priorities for marketers this year according to Exact Target’s 2014 State of Marketing Being in the digital era, your website is one of the most effective places to spread brand awareness. With this change, searches on Google for various destination keywords, such as where to go in Thailand” or Thailand destinations”, trigger a knowledge-graph result that leads users into a rabbit hole of Google-controlled content and travel-planning tools.
As a client, you need to be focusing on who will take the time to understand your business, your business goals, your marketing goals, your market position, your key selling propositions, your highest selling products or services, your profit margins, your current marketing activity, your expectations, your KPIs, your board’s KPIs, and more.
However – with Google Quality Raters rating web pages on quality based on Expertise, Authority and Trust (see my recent making high-quality websites post) – ANY signal you can send to an algorithm or human reviewer’s eyes that you are a legitimate business is probably a sensible move at this time (if you have nothing to hide, of course).
In 2 of the cases there was absolute neglect, 1 of which is a large insurance company that was paying a web development firm who had launched the site without even performing the most basic on-page SEO (see below section on web developers providing SEO).
Despite some forms of information-based content starting to lose out to digital assistants and aggregated material, unique, quality content is still your best friend.People still need opinions, insights, entertainment value, and personality and it’s still going to be your job to give it to them in 2016.
This does two things: First is freshens up the post letting Google know you keep the information up-to-day adding to it’s importance, Second it creates an even deeper more in-depth article adding weight to the quality of the content from the viewpoint of Google.