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SEO for Brand Awareness: How Does It Work?

SEO for Brand Awareness

Disclaimer: Some of the links below are affiliate links. i.e., if you sign up for their paid programs, I will get a commission, at no cost to you. Please rest assured that I only recommend software/ products I genuinely believe in, and trust to be good for you.

Brand awareness means people know your business exists.

SEO for brand awareness means putting your name in front of more eyes on search engine results pages, to get your brand noticed online.

It’s like putting your store on a busy street, but on the internet.

It’s pretty simple, really.

People search online for information/ products/ services/ -> with SEO, your business shows up.

So essentially, you become a match to their results and an authority on a certain topic.

How SEO can boost your brand awareness

SEO is a powerful brand-building tool. It’s not just about traffic; it’s about attracting the right traffic—people actively looking for what you offer. It’s about being found by your specific audience right in your niche.

Good SEO leads to more than just visibility; it drives growth.

As more people discover your brand through search, your potential customer base expands. SEO brings in leads around the clock, working even when you’re not.

Good search visibility also helps at every stage of the customer journey, from awareness to consideration to decision. Because you will appear in relevant searches, you’ll always be there when potential customers need you.

1. Establishes your topical authority

SEO helps establish your brand as an authority in your field.

When you create high-quality, in-depth content around your area of expertise, search engines begin to recognize your site as a reliable source of information.

So, they start ranking you higher for related queries.

As your content appears more frequently in search results, users associate your brand with expertise in that area.

This isn’t just about being seen—it’s about being recognized as the best answer to your audience’s questions.

This association strengthens your brand’s position as a thought leader, making it more likely for people to turn to your brand for information and solutions related to your industry.

2. Builds trust & recognition

SEO helps build trust and recognition for your brand.

Each time your brand , it’s another chance to build credibility.

This is how it works.

SEO helps you get to the top of search results.

When this happens repeatedly for queries related to a certain topic, more visitors become familiar with your brand, even if they haven’t directly interacted with it yet.

Now imagine they visit your website, find quality content that answers their questions, and have positive experiences on your website.

Now they begin to trust your brand.

The more familiar people become with seeing your brand associated with their needs, the more likely they’ll think of you when making a decision.

So you’re not just a choice anymore, you’re the choice.

This further leads to repeat visits, purchases, and word-of-mouth recommendations.

3. Drives more tangible awareness than advertising

SEO is a bargain compared to many traditional ad methods.

With SEO, once you’re up there, you’re up there.

You get ongoing traffic without paying for each click or impression. This makes it especially valuable for small and medium businesses with limited budgets.

While SEO requires upfront investment and ongoing effort, its long-term ROI often surpasses that of paid advertising. It’s also more targeted because you reach people actively searching for what you offer, not just anyone who sees an ad.

SEO boosts brand awareness by increasing visibility, building trust, driving growth, and doing it all cost-effectively. It’s a key tool if you want to establish and grow your brand.

11 proven SEO strategies for brand awareness

SEO isn’t just about ranking. It’s about making your brand known.

So here are some strategies on boosting your brand’s visibility and recognition through SEO. They’re not quick fixes but long-term tactics that build lasting awareness.

1. Create a topic-based keyword strategy

Creating a topic-based keyword strategy helps align your SEO efforts with user intent and builds topical authority for your brand.

So, instead of directly searching for keywords to create content, you first decide which topic you want to write about.

Then, you find all the keywords related to that topic and create different pages and posts, depending on the search intent of each keyword.

So you are essentially creating a topic cluster.

These are the steps in detail:

  • Identify your core topics based on your brand’s products or services
  • Research subtopics and long-tail keywords related to the big topic
  • Create a pillar (mega) page for each core topic
  • Develop supporting content for subtopics
  • Interlink your pillar and supporting content
  • Monitor SEO performance and refine your strategy accordingly

For example, if you are a fitness equipment brand, you can create a topic cluster around “home workouts.”

The main pillar page could focus on “The Ultimate Guide to Home Workouts,”

Then, you can create other pages with supporting content covering subtopics like “Best Equipment for Home Workouts,” “Home Workout Plans for Beginners,” and “High-Intensity Interval Training at Home.”

Finally, you link all the pages together, giving cues to search engines that you are an expert and knowledgeable on the topic of Home Workouts.

2. Create high-quality, shareable content that upholds your brand pillars

Content is the backbone of SEO and brand awareness.

It’s how you show expertise and build trust. You need to create content that provides real value to your audience, especially when your main objective is building your brand online.

Develop a content strategy aligned with your brand values and audience needs.

For instance, for the home workouts, let’s say your audience is work-from-home moms, and you want to help them get back to good fitness levels.

Then, you can create content targeting their fitness challenges (baby weight, time constraints, etc.)

This would serve your audience’s needs well and improve your brand’s online visibility.

Use various formats like blog posts, videos, infographics, and podcasts, and make it easy to share with social media buttons.

Quality matters more than quantity. One great piece can do more for your brand than dozens of mediocre ones.

3. Build a strong backlink profile

Backlinks are links to your website from other sites, and they act as votes of confidence.

They are signals of your brand credibility and boost your SEO and spread brand awareness. A strong backlink profile makes search engines, and users trust you more. Some of the tried and tested strategies brands use to create backlinks for SEO include:

  • Creating assets that easily attract backlinks, like original research, tools, press releases, or comprehensive guides
  • Guest posting on relevant, high-quality sites in your industry
  • Engaging in digital PR to get mentioned in online publications

Remember, a few high-quality links are better than many low-quality ones. The last thing you want as a business is to have spammy backlinks from questionable websites that add no value to your brand.

4. Use local SEO keywords and tactics

If you are a business looking for customers in a certain geographical location, local SEO is key to brand awareness. It helps you appear in local searches and map results, which is important for attracting nearby customers.

Start by claiming and optimizing your Google Business Profile listing. Ensure your name, address, and phone number are consistent across the web.  Also, encourage and respond to customer reviews at all times.

You should also optimize your website pages for SEO. Create location-specific pages on your website if you have multiple locations and use local keywords naturally in your content.

5. Optimize for voice search and featured snippets

Voice search is growing fast, and optimizing for it can put your brand in front of a new audience. More people are using AI voice assistants, car infotainment assistants, smart speakers, smartwatches, and all other voice-operated IoT devices.

Voice queries are often longer and more conversational than typed ones, so you should focus on long-tail, conversational keywords when optimizing for voice searches.

Simply put, it means structuring your content to answer specific questions – “how to,” “where is,” and “what’s the best.” Use schema markup to help search engines understand your content better.

This strategy will also help you rank for featured snippets.

As an additional step, I recommend creating FAQ pages that address common voice queries in your industry. Keep language natural and conversational so it reads well to people using voice search on IoT devices.

6. Implement schema markup

Schema markup helps search engines understand your content better.

A schema markup is like a backend code that you apply on your website, giving specific cues about what your organization stands for. It can lead to rich snippets in search results, making your listings stand out and boosting click-through rates.

You can use tools like Google’s Structured Data Markup Helper to make implementation easier.

Googles Structured Data Markup Helper

Use brand-specific schema types like Organization and Logo.

For example, if you’re a local bakery, you might use the local business schema to show your address, hours, and ratings directly in search results.

Implement product schema for e-commerce sites to display prices and availability or use how-to schema for instructional content.

8. Focus on user experience (UX)

When you have a site that’s helpful and easy to browse through, your visitors tend to stay on it long. They are also more likely to remember your site and come back.

That’s exactly what good UX helps you achieve.

This positive user behavior signals to search engines that your site is valuable, which can improve your rankings and visibility.

And here’s a bonus: Satisfied users love to share. Your reach and awareness grow even more when they share your content or recommend your brand. It’s like getting free advertising from happy customers!

Here are some ways to improve UX:

9. Use video SEO

Videos are everywhere now. For a good reason.

Video content can seriously boost engagement and keep visitors on your site longer. It’s perfect for explaining complex topics and showcasing products in an engaging way.

For example, if you run a tech company, you could create how-to videos for your products. Embed these videos on the relevant pages of your website. It’s a great way to offer value to your visitors and keep them engaged.

You can start by creating and optimizing a branded YouTube channel.

Starting is easy! Create and optimize a branded YouTube channel.

When optimizing videos for SEO, use target keywords in your video titles, descriptions, and tags. Don’t forget to create transcripts for your videos to make them more searchable.

Take KLM as an example.

Their “What the FAQ” series on YouTube and Instagram Stories addresses common air travel questions.

This high-quality, informative video content aligns perfectly with what users are searching for and creates significant engagement for their brand online.

KLM On YouTube

10. Optimize for featured snippets

Featured snippets appear at the top of search results just before the link to your page . Lately, they have been pushed below the Search Labs AI Overview for users who have access to the Ai feature on Google Search.

Featured snippets are great for SEO as they offer prime visibility for your brand.They are especially valuable for informational queries.

Optimize for featured snippets

To take advantage of this strategy, you need to structure your content to target snippets.

Use clear, concise paragraphs to answer specific questions. For example, A fitness brand might create a page titled “How to do a proper push-up” with step-by-step instructions.

Use bullet points or numbered lists for processes or lists, and include a summary paragraph at the beginning of articles that could serve as a snippet.

11. Develop a consistent brand voice across all content

A consistent brand voice helps build recognition and trust. It makes your brand more memorable and helps tie all your SEO efforts together.

For starters, you must create detailed brand guidelines covering tone, style, and common phrases.

For example, if you’re a fun, youthful brand, your guidelines might specify using conversational language and pop culture references. Train all content creators on these guidelines.

Regularly audit your content to ensure consistency. This consistency should extend across all platforms – your website, blog, social media, and customer service responses.

Example: Glossier- a consistent brand voice

Glossier, the millennial-focused beauty brand, has developed a consistent, youthful voice across all its content.

Their tone is casual, friendly, and empowering, emphasizing natural beauty and individual expression.

Glossier a consistent brand voice

How to measure SEO impact on brand visibility

Measuring the impact of SEO on brand visibility helps you understand what’s working and what needs improvement. Here’s how to approach it:

1. Key metrics to track

Organic Traffic: Track the volume of visitors coming to your site from search engines. Increases in organic traffic indicate improved visibility and effective SEO.

Branded Search Volume: Measure how often people search for your brand name. An increase in these searches shows growing brand awareness.

Click-Through Rate (CTR): Analyze the percentage of people who click on your links after seeing them in the search results. A high CTR suggests that your title tags and meta descriptions are compelling and relevant.

Share of Voice: Compare your brand’s visibility in search to your competitors for the same keywords. This will help you understand your position in the market and identify areas for improvement.

For example, if you’re a running shoe company, you’d track your visibility for terms like “best running shoes” or “marathon training shoes”.

Brand Mentions: Monitor mentions of your brand across the web and social media. Tools like BrandMentions or Mention can track these and assess sentiment.

2. Tools for measurement

  • Google Analytics and Google Search Console: Must-haves for tracking website traffic, user behavior, and conversions.
  • Semrush or SE Ranking: Comprehensive tools for keyword tracking for branded and non-branded keywords, backlink analysis, and competitive insights.
  • Ahrefs: Backlink analysis and content performance tracking. It can help you identify which content pieces are generating the most brand awareness through backlinks and social shares
  • Google Trends: To observe changes in search volume for your brand over time.

Remember, improvements in brand awareness through SEO often take time. Monitor these metrics consistently to get a true picture of your progress.

In Conclusion

SEO is a vital tool for building brand awareness. Implement these strategies thoughtfully and consistently to increase your visibility, attract more potential customers, and build a stronger, more recognizable brand. The journey may be long, but the rewards are worth the effort.

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