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, the quality of your brand matters for your Google Search ranking. Neil Patel calls it an Unseen Law of SEO in his recent video blog that explains, if a consumer searches the internet using keywords relevant to your website, where your website ranks on a search page will be determined by the number of direct queries for your brand in general, compared to your competitor.
The more brand queries you have, the higher page ranking for your business when consumers are searching for keywords related to your business. It is how Google Search determines brand quality and it assumes the better brands are the ones people seek out in queries generally, so those content pages will take the top spots on a search page.
Brand queries are really organic search traffic. The more people that search your business out by name on the web, will boost your ranking when they search any other keyword related to your business. Why? Organic search traffic cannot be bought. It is 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.