When it comes to gaining visibility online, gaining traffic shouldn’t be the only goal. Sure, you can choose a few select keywords to implement in your campaign and get your site ranked. But, actually getting your brand name out there so that it resonates with the message you want to send, that takes a lot of work to do.
In addition to doing the basic SEO on-page steps such as including your brand in title tags, and using brand keywords in your blogposts, you also need to list your company on relevant directories, create branded social media posts, conduct product giveaways for your audiences, and the list goes on.
Ranking for a brand isn’t new. In 2009, Google released the Vince update which produced ranking for brands. It wasn’t that Google was favouring big brands over small businesses. Google used the most common searched terms as basis for ranking sites and big name brands happen to be mentioned in most user queries which helped propel these brand’s places in search engines when the update happened.
With this in mind, it’s important that you begin building on your brand visibility right now. In this article, I will outline three steps to help you out so you can gain better visibility for your company’s name and get more people talking about you.
1. Take advantage of PPC
They say content is king but when it comes to brand awareness, one of the fastest ways to get your brand out there is through paid search ads. With these, you don’t need to get organic rankings for your site to appear on top. With the right keywords, bid, and headline, together with a reliable digital marketing company, you’ll have your brand name on top of the results.
PPC gets you quick visibility that is not available in other methods. Searchers don’t even have to click on your site. As long as they see your brand name, then you have already won. So when crafting copy for your PPC ads, make sure that they look catchy but friendly at the same time. No fluff, just important information.
PPC allows your brand to appear in front of the pages of your different target customers including those who are interested in your brand and those who already have purchasing power but just don’t have any idea of your brand yet. Manage your PPC wisely and target it towards brand keywords. This should help get your brand name out there in no time.
2. Get on social media
Find out where your customers are hanging out and post content that they will like. Social media presents brands with a very big opportunity to get their name in front of people’s mobile device screens. Facebook alone has 1.5 billion active users followed by Instagram which has 300 million and Twitter which was over 284 million.
This doesn’t mean you should just jump in on all three. There are more social platforms you can explore. The number of users is important but what matters more is the people that are hanging out in it. Research the platforms your target customers are using and build content according to their needs and interests. The more you post great content on social media, the more likely it is that people will remember your brand and will return to your site since they now associate you with quality content.
Work on your local SEO
In April 2016, Google released an updated guide for Google My Business which gave everyone a chance, whether it’s small or big businesses, to rank in search engines. If you own a small business, take this opportunity to get your brand name to your local audiences.
The update’s help page outlines the steps you can take to improve your local rankings. The first step is to get your brand’s name in at least three listings. Make sure that the listings where you post your business are relevant to your niche and that the name, phone, and address are consistent.
Collect as many reviews from previous clients and respond to them accordingly. This helps Google define your business better and as a result, rank you for the keywords you are targeting.
Those are the three main steps you need to take in order to get better brand awareness for your business. Both ads and social media have become so closely embedded in our lives that it’s impossible not to yield results from the strategies we have listed above. And Google knows it too! Both ads and social engagement belong to Google’s long list of factors for ranking a site.
Any thoughts? Let us know in the comments.
Do you remember the good old days when you could get do follow backlinks pointing back to your blog and it would rank high in the search engines?
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..it always comes back to your content. You should really create content that helps the people in your niche.
Make sure your content stands out from the crowd. Some great free resources for this:
- HARO (Help A Reporter Out)
- My Blog U
- Source Bottle
Check out my case studies at Internet Marketing Gym
Google aims to speed up mobile Internet access. How AMP websites speed up the loading of web pages to reflect increased mobile use of the Internet. The factors to be aware of when creating AMP pages.
Google’s AMP (Accelerated Mobile Pages) is, as its name suggests, designed to improve web searches conducted on mobile devices by making pages load faster. With more and more people using their mobiles to access the Internet, Google wants to make sure the ‘mobile web experience’ is a good one.
Before the unveiling of AMP in October 2015, Google released a significant algorithm update focussing on a given website’s ‘mobile friendliness’ in terms of loading and rendering; this plays a large part in determining how high it ranks in search results. AMP takes this a step further for the search giant, and competes with other mobile web options such as Apple News and Facebook’s Instant Articles.
What is AMP?
AMP isn’t simply an app or business partnership in the way that Instant Articles or Apple News are; it’s a whole new way of creating web pages and effectively changes the mobile web. In effect, it is said to be changing the way the web is constructed by marginalising some technologies and advancing others.
The general aim is to remove the ‘slow’ parts of the overall HTML. The result (at least so far) is plainer looking web pages, and some critics say it’s like looking at web pages from over twelve years ago.
This has an implication for advertising as most ads are created from third party web tools.
AMP is open source so publishers don’t have to use it, but due to Google’s dominance in Internet search it’s likely that AMP pages will rank well (at least for mobile friendliness). Consequently, web designers creating sites where organic search is important could well find themselves compelled to create AMP versions of web pages.
Creating your AMP pages
Site templates to accommodate AMP restrictions will likely need rewriting, and multimedia will have to conform to certain criteria of height and widths amongst others using AMP specific tools. For example, when embedding a YouTube video, a specific AMP YouTube component has to be used.
You’ll also need to modify the original non-AMP version of your pages to allow Google and other technologies supporting AMP to detect the Amp version of the page.
Google have said that it won’t automatically rank AMP pages higher than non-AMP ones, but has made no secret of its policy of rewarding faster loading pages with potentially higher rankings.
Another way AMP loads pages faster is by Google caching them – they ‘serve’ the page to the searcher from their servers rather than the website host’s. This is optional; a website’s AMP pages don’t have to be cached by Google.
The effect on advertising
So far, only five advertising networks – four of which are owned by Google, AOL and Amazon – are supported, although any network can join. Presumably, so long as certain guidelines are met.
While faster page loading for an increasing part of web search – mobile – is a good thing, it’s argued that a technology company such as Google is taking yet more power from web publishers. The idea that it may be a case of having to follow a certain way is considered by some to be a throwback to the time when Microsoft dominated the browser market with Explorer.