Brand SEO refers to the optimization of a company’s online presence to enhance its brand visibility and reputation. It’s a way to ensure that users find the right materials when they search for your business online.
Brand SEO focuses on managing what information and content comes up when someone searches for your brand online, which is vital for managing online reputation and driving more traffic to your website. According to Forbes, enhancing the SEO of your brand implies manipulating the information Google uses to provide results to a query. Therefore, a vital task here would be controlling the content that Google uses to build SERPs.
Several strategies can help in establishing and maintaining brand SEO. Firstly, on-page SEO involves creating high-quality content, optimizing title tags, URLs, and using meta descriptions on your official website. Rand Fishkin, founder of Moz, emphasizes that high-quality content and link building are the two most important signals used by Google to rank your website for search.
Next, using Social Media platforms efficiently also significantly improves brand SEO. Perceiving your brand-name keywords’ significance, managing online reviews, gaining backlinks from reputable websites, effective use of Google ‘My Business’, and regular blogging are some other well-recognized techniques (Neil Patel).
For example, Coca-Cola has utilized brand SEO to dominate the first search page when you look up the brand name. You’ll see their official website first, followed by their Twitter page, Wikipedia page, and their latest news. All these websites provide positive information and reinforce the brand image of Coca-Cola.
Airbnb is another excellent example of brand SEO at its finest. Typing “Airbnb” into a search engine doesn’t just bring up the Airbnb website – it also offers news, app download links, customer reviews, and investor information. This did not happen by accident but through a dedicated focus on ensuring the company’s brand SEO was properly in place.
Sources:
1. “Online Reputation Management: Neutralizing Negative Content”, Forbes, 2016.
2. “The Beginner’s Guide to SEO”, Moz, 2021.
3. “What Is SEO? A Get-Started Guide to Search Engine Optimization”, Alexa Blog, 2020.
4. “10 Advanced SEO Techniques That’ll Double Your Search Traffic”, Neil Patel, 2021.
