When we talk about SEO and Branding in the same sentence, many clients think we’ve lost our minds. They believe these are opposing marketing strategies. Nothing could be further from the truth.
What am I talking about? Let’s get into it.
The importance of SEO and Branding, or in other words: SEO BRAND
Both strategies share a common goal: positioning. In the case of SEO, the goal is to rank among the top search results. In the case of Branding, it’s about positioning the brand as a leader in the market and in the mind of the target audience.
Hmm… they actually complement each other, don’t they?
SEO Brand as a marketing strategy
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SEO:
When we work on SEO for a website, the goal is to ensure that potential clients can find us. The problem is that this doesn’t always mean they’ll choose us.
It’s common to see projects that are well-ranked but fail to convert. These are websites with high bounce rates, low time on page, and few leads.
There are many possible causes for this, and one of them is: a lack of trust.
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BRANDING:
When working on a Branding strategy, the goal is to get users to search for us directly. If they look for us by name, it’s because we’ve already built some level of trust.
Therefore, if we get traffic through brand searches, we’ve already done half the work. If we analyze why a combined marketing strategy between SEO and Branding is so necessary, the explanation is simple:
On one hand, we want to reach clients who don’t know us yet. On the other, we want to strengthen our brand’s value, gaining more authority within the industry.
The importance of brands for Google
Google values brand power — a lot. If we think about it, Google’s quality guidelines refer to something very connected to brands: E-E-A-T.
What is E-E-A-T?
It stands for Experience, Expertise, Authority, and Trust. These four values are closely tied to what strong brands convey, right? That’s why it’s so important to execute a strategic SEO Brand plan.
Google wants to provide the best possible results for users. Therefore, it’s not enough for users to find you — their behavior on your website is key.
It’s not enough for the customer to see you — they need to stay, and to do that, you must seduce them.
How to build authority and trust
Authority and trust in an SEO Brand strategy are developed through a valuable SEO component known as link building.
Link building allows you to earn links from other websites to your own. In other words, through link building or Off-Page SEO, you get others to talk about you, giving you greater authority within your sector.
The more people talk about you, the more authority and trust you build. This also strengthens your brand visibility.
Additionally, SEO helps manage online reputation by monitoring everything published about your brand (website) and analyzing its effects.
An SEO consultant can detect harmful content in Google related to your brand, as well as toxic backlinks that could damage your site’s authority and trust. This is essential to:
- Prevent the brand from losing online visibility
- Prevent a loss of customer trust
Remember:
Your brand is what it means to your customer — but you have a lot to say in that story.
In summary
Nowadays, more and more companies are moving online. The difference between those that succeed and those that don’t lies in implementing a holistic strategy that allows you to evolve from being just a company to being a brand.
SEO and Branding are two areas of marketing that complement each other, creating the best synergy to make this happen. But they’re not the only ones — Social Media work is equally important.
At Dos Setenta, we are fully aware of this. That’s why we are a digital marketing agency that offers a 360º service, giving us a global perspective and allowing us to provide a marketing strategy that achieves your goals. Want to know more? Contact us today — no strings attached!
