Link building and on-page SEO have become so popular that there is nothing unique about it anymore. At the same time, the internet is becoming a bottomless pit of information which is just making it harder for businesses to stand out and get noticed.
So, what can businesses do to get the upper hand in this overpopulated digital environment? The simple answer is, build a brand.
Big brands like Amazon, Apple and eBay for example dominate Google because they are such well-known brands around the world. Google analyses brands by looking at which brands people prefer over others.
This is done by identifying websites that get a higher number of searches than competitors in the same or similar industry. Google then gives preference to websites with the most popular brands by ranking it higher because these are obviously the sites that people prefer.
Building links is not that hard to do anymore if you know what you are doing and optimizing your on-page code can be done with very little effort, but building a brand is nowhere near as easy. It is also one of the hardest things to manipulate which is why Google loves brands and gives preference to popular ones.
By finding a way of creating a buzz around your brand, like getting celebrities to start talking about you for example, more people will develop an interest in you or your brand and will want to find out more about you. More interest means more searches for you. As you develop your brand and as your brand grows in popularity, so will your online traffic.
Creating a buzz on digital media and drawing traffic that way might only be a short-term solution though, unless you have a lot of celebrity friends or have the ability to continually cause a hype around your brand in other ways. In reality though, it is quite difficult to maintain popularity like that.
What Google is actually looking for is brand names that people are searching for on a daily basis. If your brand continues to grow in popularity, then so will your search traffic for all of your non-brand related terms.
To build a brand you need people to search for your brand name on a continuous basis, and this can be done by creating value. If people love your product or service, then they are more likely to keep coming back.
Ways of building a brand
There are a number of strategies that you can consider using to help build up your brand, but the strategies that will work best for you will obviously depend on the kind of business you have. Options range from writing blogs to creating videos; speaking at conferences to building great products or services.
Posting or publishing content
Posting regular content on a blog is a great way to get people to keep coming back to you. If people expect you to post content on a regular basis then they will want to keep Googling your brand to come back to your blog. Of course, you can’t just post content for the sake of posting content, it needs to be relevant and interesting.
You could even consider writing a book as this has the potential of creating even more interest in your brand.
Creating video content
Creating videos related to your product or service is another good strategy to consider because other than just Google and YouTube, video content is also quite popular on social media sites. With the addition of social media sites, more people will see your brand and potentially develop an interest in it. More interest could result in more people Googling your brand. It is so important to create videos and post them on as many social media sites as possible so that more people will see your brand.
Speaking at conferences or events
Getting yourself out there by giving talks at conferences or events can also result in a lot of interest in your brand. Of course, the larger the audience the better because it creates more potential searches.
Live streaming or uploading your speech to social media could increase this even further. Hosting virtual events can be just as effective.
Build great products or services
This should be a given. If people love what you are offering, then more people will develop an interest in your brand and will want to find you. Your product or service offering has to be better than that of competitors though.
Building a brand takes time and requires a lot of dedication and a lot of creativity, but over the long-term, it will be highly beneficial to your business. Building a strong, well-known brand will not only increase online searches for you, it will also help drive more revenue in the long-term.
If you would like to learn more about brand building and digital marketing be sure to have a look that the Digital School of Marketing courses. The courses are internationally accredited, ensuring your education and career can go the extra mile!