Seo strategy

7 tips to make sure your SEO strategy supports your brand

SEO isn’t just about ranking for keywords. A lot of people fall into a rut of keyword obsession and seem to forget that while keywords are important SEO is all about indexing, crawling ability, and creating a site that is effectively crossed by. search robots.

Many people also often forget how, when done effectively, SEO supports their brand. The way your brand is displayed in search, along with the many other online properties you have a presence in, is often overlooked in the race to strong rankings for the desired unbranded keywords. Don’t get me wrong, I love seeing unbranded organic visibility increase, but we can’t forget “The Brand”.

In order to give the brand its fair share of SEO attention, here are seven areas you need to focus on that will give your business a little love.

1. Additional links

Do a search for your brand name. Hope you are number one. Otherwise, you no longer have to worry about your plate.

If you’re already number one, you’ll probably see six sitelinks below your top organic listings, like this:

Target Google sitelinks

Are these the pages you most want new visitors to travel to? Are these the top six pathways to your site that speak to the brand and your message?

Otherwise, you should visit the Sitelinks section and demote the unworthy links. They will disappear and Google will try again with an internal link offer. Keep tweaking this until you get the display you want.

2. Logo scheme

Give Google and Bing the formatted code in the language they want to read it in: diagram. By using the brand logo scheme, you do a more comprehensive job of conveying your branding image to search engines. I think in the future you will see little brand logos appearing alongside organic listings for brand searches.

3. Alternative branding of the brand image

Whenever you participate in other areas online, advertise, etc. your brand logo images should contain branded text in the alt attribute. Since brand searches can present universal image results, you don’t want your brand to dominate in this section. The same goes for searching for images.

Google Walmart Image Results

(It wouldn’t be too much fun if that mark featured peopleofwalmart.com images!)

4. Google+ and the Knowledge Graph

A lot of people don’t want to give Google+ the time of day. We know that participation is supposed to give a visibility bonus in Google’s search results.

Google+ is also a benefit for branded search visibility, if Google syncs the relationship between your brand and your verified Google+ page, and if your brand appears in the Knowledge Graph for the first brand page results. Another benefit of this placement is that your recent Google+ posts are shown in the results, which gives your brand’s results a little topical touch.

Target the Google Knowledge Graph

5. Publisher labeling

I mentioned above the synchronization between the site and Google+ and your site. The publisher tag placed in the site’s source code helps you go the extra mile to strengthen the relationship between Google+ and the site.

6. Management of local lists

Local listings will display for your brand searches. How are these places named and described? Is the information accurate and are you including branding images in these ads?

Target Google's local listings

Use local ad management solutions for each brand’s accuracy in local ads as well as the thousands of local citations you might have on the web.

7. The rest of the results

We’ve covered quite a bit of what’s on the front page of the brand’s results. But beyond the top listings, other areas will rank for your brand. It could be local directory listings, social properties, public relations, or possible bad press.

You can use a tool like Knowem.com to find all the social networks you are not on. Start creating and maintaining as many online profiles as possible. This can help you build your SERP brand ownership on the second page.

We’ve pretty much covered the search results, but what about popular partial brand searches?

Less Google autocomplete

Use Google’s autocomplete and enter your brand. What are the most frequently searched additional brand queries? Let’s take what we did in the aforementioned steps, wash, rinse, and repeat in these other popular search results.

Conclusion

Most of the areas mentioned in this article are more household chores than anything else. With a little branding elbow grease and ongoing monitoring, you can pick up those who are interested in your brand – and keep them interested.