A couple of years ago, branding wasn’t the priority for Small Businesses. In fact it wasn’t even on the top 5 list of priorities for an Online Marketing Campaign. But today, in the age of RankBrain, the machine learning AI of Google, Branding should be on the Top 5 of your priorities. In the 10 years plus that we have been doing Web design and SEO, there has never been a time when Visibility wasn’t a priority but, because all things must change, it’s important to remember that your Company Brand is as important as your Search Engine Visibility. Not less.
Below is a prime example of why your Company Brand is as important as your Search Engine Ranking:
The #1 position on Google’s SERP (search engine result page) is not a guarantee of clicks unless you belong in an industry that does not have brands. ie. An example of this is boat charters in Caribbean destinations as most of these companies are Small Businesses.
Another example is the Real Estate Industry: When an independent company is competing against International brands like Sotheby’s, Remax, Coldwell Banker, etc. its very difficult for an unknown company to get clicks even with top rankings. Traffic share doesn’t increase if Users don’t know your brand.
An example of that is when you search for “most recognized brands in the world” — the no. 2 results is by a company called :Complex.com and because its not as popular as Forbes.com, BusinessInsider.com, Independent.co.uk it probably won’t get as many clicks even though its no. 2 of this keyword search.
So how do you get around the Brand issue if you aren’t a brand? Here are some suggestions below:
- Make your Customers fall in love with your business: Users need to search for your business on Google. If your company is “Fantastic Juices” — there should be searches for “fantastic juices” on Google. This lets Google know that your company is on track to becoming a brand because thats a branded search. How do you get Users to search for your business name using the Search Engines? You have to perform well in Review sites such as TripAdvisor.com, Yelp.com, FourSquare.com, etc. Most users who don’t know the players in the market will use review sites. If you make your customers fall in love with your business, it will be evident in their reviews. When they love the reviews they are reading, they will search for your brand on Google.
- Constantly Create Amazing Online Promos and Contests and promote it accordingly: Users need a reason to search for your business. If you create amazing contests and promos for your clients, they will search for your business on Google. Make sure you promote your content or promo well but utilizing Facebook Ads, Twitter Ads (if your customers on on Twitter) and other Social Media platforms.
- Sponsor events in your location / destination / town or city: If you keep sponsoring events then your company will be recognized more frequently. If you do this regularly, then more and more people will see your brand. If you sponsor successful events, even better for your brand.
There are many ways in which your Company can overcome the non-brand issue online. If you want ideas / suggestions please don’t hesitate to contact us for more information.