Next Generation SEO - If You Build a Brand, They Will Come
Date: August 26, 2016
This is the fifth blog in a series on the next generation of search engine optimization. Catch up on the other posts: Next Generation Search Engine Optimization, Next Generation SEO - Content Power, Next Generation SEO – The New Customer Journey, and Next Generation SEO - Going Mobile.
Everything old is new again.
There’s been so much rapid, ongoing change in the digital age that it’s easy to feel overwhelmed. And it’s especially true when it comes something that sounds as complex as search engine optimization (SEO). But for all its high-tech sheen, next generation SEO is rooted in two very old business fundamentals:
- Build your brand
- Be found
The Internet isn’t a Field of Dreams, but if you build your brand and make sure you can be found, consumers will come.
Perception is reality.
Brand building isn’t just for large companies like Nike, Apple, and Coca-Cola. From the big-box stores to the mom and pop on the corner, every business has a brand. Those that choose to nurture and promote their brand greatly increase their chances of success.
Your brand is your business’ reputation. As the founder of Amazon.com, Jeff Bezos, put it: “Your brand is what people say about you when you leave the room.” It’s both why you do what you do and why your customers choose you to do it. Websites, logos, taglines, ad campaigns, and other elements of your marketing and advertising are not your brand—but they all grow out of it, as does your online presence, and so should your SEO.
Search engines now rank results primarily on content and context. That means you need to create great content that defines your brand in a context that consumers can understand.
Location, location, reputation.
Of course, there’s no point in building a brand if consumers don’t know where to find your business. For centuries, foot traffic and word of mouth were essential to success. And they still are. But these days, the foot traffic comes in the form of online search, and word of mouth comes in the form of social media shares and online comments and reviews.
The first place most consumers will look for you is online. That makes being findable a must. By ensuring your business can be found—on your own website, through your social media presence, and through accurate listings on leading directories—you ensure your customers can find your brick-and-mortar location(s) or shop with you online.
Generate more than search results.
Brand building and being found drive customer connection and engagement, create relationships, and inspire action. That’s how properly executed next generation SEO builds the continuous loop that builds your business. Simply put, having a strong, findable brand generates more than just search results—it positions your business for success.
Find success with us.
We know SEO and so much more. From branding to digital marketing, we’ve got the insight, strategy, and expertise to help you take your business to the next generation and beyond. For more information, contact us online or call 970.999.1152.