Many business owners think branding does not pay off or directly grow one’s business. But nothing is further from the truth. And now it is needed more than ever.
First, a quick review, Branding 101 tells us that it is the brand people carry as an imprint of your business that helps them distinguish you from competitors. It isn’t just your name, but the emotion and energy of colors, logo style, tagline, what you stand for and consistent presence of your brand in the consumer’s world. The brand builds the relationship before a consumer ever engages directly with your business. Branding is how consumers build trust and interest in your business. Having a brand also shows that you have invested time and attention to “greet” your customer out there and tell them who you are.
And now, Google is measuring the quality of your Brand to determine your Search Engine Page Ranking when customers type in your keywords/services/products. Neil Patel calls it an Unseen Law of SEO explaining when people search for your business by name or type in one your urls directly, it gives you a better brand quality score than competitors. That high brand quality in turn gives you a higher Search Page Ranking when someone types your target keywords. So now, you win in a competitive keyword space. Who knew direct traffic could boost Organic Search traffic, but it does!
The more search queries with your business name or related url, the higher page ranking for your business when consumers are searching for keywords related to your business. Google Search assumes the better brands are the ones people seek out in search queries generally, so those content pages will take the top spots on a search page.
IN SUMMARY: The more people who search your business out by name on the web, will boost your ranking when they search any other keyword related to your business. Why? Because it reflects people genuinely looking for your business. And how do you make this happen? Studies show that advertising on a digital out of home network, like ours, boosts organic search 40% over print, TV and radio ads, per ad dollar spent. Learn more here.
So now, not only do advertisers receive branding, delivery of their marketing message, placement of business cards, distribution of branded pens and the release of their video commercial, but now they also can boost their brand quality in Google’s Search algorithm. Thanks for sharing this great tip, Neil Patel.