Promote your BRAND through Search Engine Marketing!
Posted by Sensible Marketing | Posted on 04-11-2006
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As you guys know, I am all about free marketing, free press and free ANYTHING!
Let’s say you’ve finally got decent rankings in organic search. Do you just sit back and wait for the leads and customers to roll in? Many people would. But not me or any smart marketer. See, a true SEO campaign will sharpen all aspects of your online marketing, including branding. And why not, its FREE!
These are all things we know and have learned through traditional marketing, but I decided to put them in context of search engine optimization for my readers. Here are my basic rules for optimizing your brand through search:
Messaging: Understand that contrary to what some believe brand is not just about images. Choose your words carefully. Search is the pathway to users furthering their experience with your brand. First impressions are meaningful.
Segmentation: You can’t be all things to all people. What makes your brand resonate in the minds of your customers? Most likely it will resonate differently to different segments.
Visibility: Your brand can either be very visible in the SERP or invisible. If you are not willing to make the investment to get in the Top Sponsor results than you shouldn’t be trying to brand through search. Enough Said!!!
Testing: Testing is at the core of optimization. What titles and descriptions attract clicks on the ads? What messages and images on the landing page get users engaged in the experience? Are these different based on segment? I can never stress this enough, even your back-end matters! Make sure your page descriptions, DMOZ listings, meta tags, and website content reflect the messaging you want to convey–because these are often displayed in the search results themselves!
When all is said and done it is not your agency that will define your branding. It will be your customers.
I believe that businesses and marketers that can embrace this fundamental shift in thought will achieve branding success not only in search but across all media and we will all live happily ever after! Have a great weekend!
