Branding


SEO Process Branding


Many people think of branding as a company’s logo, and while that may be part of it, there is so much more to branding than meets the eye—especially when we’re talking about branding for search engine optimization.

SEO BrandingSEO Branding
SEO Branding

What is Branding?


Branding is who your business is and what it stands for. It goes way beyond your logo or your tagline; it encompasses your values, expectations, relationships and partnerships and what others think about you and your business. Of course, the most recognizable part of your brand is your logo, however what people will really remember is who you are as a leader and who your business is in the community.

Entrepreneur takes branding to another level, calling it “how, what, where, when and to whom you plan on communicating and delivering on your brand messages.” This involves consistency and the value you offer to your audience as well as your mission statement and the qualities people identify when they think about your product or service.

SEO BrandingSEO Branding
SEO Branding

Where Do I Start?


Sounds complicated, right? A brand can build on itself as your business grows. If you’re just starting out, you may not have all the pieces together just yet. That’s okay. Start with where you are and who you are today and build from there

SEO Branding SEO Branding SEO Branding SEO Branding SEO Branding

Check Out the Competition

You always want a pulse on your competition and what they’re doing. Identify who you think your primary competitors are in your field and take some time to really scope out how they present themselves online.

SEO Branding SEO Branding SEO Branding SEO Branding SEO Branding

Identify Your Audience

Your audience is the group of people (or businesses) who see value in your products and services and will buy from you. When you identify who that group is, you can market yourself more effectively and get a better return on your marketing dollars and time. Establishing a brand for a specific audience helps you to stand out from others in the field and sets you up as the go-to business for your offerings.

SEO Branding SEO Branding

Become an Expert

One of the best (and worst) parts about SEO is that it is fluid; it is always changing. This means that your website and its content need occasional tune-ups to make sure they’re providing you the maximum amount of traffic and conversions. This is great because it means that if something isn’t working, you can fix it. This also means that if something is working, it’s not guaranteed to work forever. This is especially relevant to your web copy.

SEO Branding

Build Links

SEO Branding

Ensure the Quality of Your Offerings

SEO Branding

Great Content & Service

Your content should speak from one voice, one that attracts our ideal client and hooks that person for life.

SEO Branding

Be Yourself

To encourage your audience to grow to know, like and trust you, they need to get to know you. And that means you need to be authentic.

SEO Branding

Educate Employees

If you have employees, or even contractors, in your organization that have face-time with your audience, it’s vital that they are educated about your company’s brand and what it stands for.

Get Your Brand Out There


Part of the whole online game is getting your brand out there in cyberspace. With a marketing plan and quality content, you can identify the best route to making sure your voice is heard and that you stand out online. Establishing a brand is just one part of the SEO process, but a vital one. Without an identifiable brand, your prospective audience won’t be able to recognize you when they see you. They need to know who you are so they’ll remember you every time a piece of your content lands on their news feed or in their inbox.

Where Do I Start?

Sounds complicated, right? A brand can build on itself as your business grows. If you’re just starting out, you may not have all the pieces together just yet. That’s okay. Start with where you are and who you are today and build from there.

A professional branding coach can help you identify some of the values you want to spotlight in your business as well as colors and visuals that can help get your message across. Your values should also be reflected in any content that you include on your site and how you present yourself in social media.

Though branding isn’t one of those pieces of the business that transparently garners you results, but it’s one piece that you don’t want to leave out because it can truly make or break your business. If your business doesn’t have an identifiable brand, your audience can’t grow to know, like and trust you.

Check Out the Competition

You always want a pulse on your competition and what they’re doing. Identify who you think your primary competitors are in your field and take some time to really scope out how they present themselves online. Some factors to consider:

  • What kind of content are they pushing out? Is it written blogs, videos, a lot of short social posts?
  • How often are they publishing content?
  • What does their site look like? What information do they provide their audience?
  • Where is their content appearing? Do you see it only on their own site and social platforms or are others sharing the content? Who is sharing their content?
  • Does your competition have partnerships with other organizations? Who are they?
  • Are there products or services (or features of your products and services) that your competition doesn’t offer? If not, could you up the ante and offer something a step above?

The key here to not to mimic your competition but to do it better. Think of ways that you can improve on your message and further hone your brand and its message so you’re clearer about your intentions. The clearer you are, the more you’ll stand out.

Your competition today may not be your competition tomorrow. You could make a quick upward move and target other organizations as your competition three months from now. Come back to this again and again to make sure you’re on the right track and competitive in the marketplace.

Identify your audience

Your audience is the group of people (or businesses) who see value in your products and services and will buy from you. When you identify who that group is, you can market yourself more effectively and get a better return on your marketing dollars and time. Establishing a brand for a specific audience helps you to stand out from others in the field and sets you up as the go-to business for your offerings.

When identifying your audience, ask yourself these questions. This will help you narrow down who your audience is and help you target your message better:

  • What do they like?
  • Where are they buying from today?
  • Where do they live?
  • What is their profession? What kind of business?
  • What is their income?
  • What are their hobbies?
  • What are they afraid of?
  • What problem do they have (that you can solve)?

Become an expert

Whether you’re branding yourself or your business, people should identify with you as being an expert in your field. This means you need to get your own content out there, with a byline and links back to your website and social pages. Show what you know and offer tons of value about your particular industry.

Becoming an expert is a great way to build recognition for your brand because you are showing your audience (and potential customers) that you are an expert in the field by giving them value. Even if the audience doesn’t have the expertise themselves to do anything with the value you provide, you’re still out there showing them that you know what you’re talking about. That’s what will help you convert potential customers into paying customers.

Build links

Search engines look for websites with authority, and one way to build authority is by having links to your website on high-profile websites. While guest blogging on various well-read blogs and websites is a start, it’s not really an effective long-term strategy. Instead, establish relationships with other experts in the field, preferably organizations that have a larger audience than you and a heavily-visited website.

For example, if you’re an up-and-coming financial planning organization, it would be a coup to have a link to your website from Dave Ramsey or Tony Robbins. While these may be dream links, you can make it happen by fostering the right relationships over time. Start by partnering with some local financial planners or those who are networking online and move forward from there. Offer to guest blog for the websites, and offer a spot on your own website as well. Tag, tweet and share content of the organizations you’re targeting and eventually they’ll notice you. Of course, consistency matters.

Ensure the Quality of Your Offerings

You could market all day long and still not break into your ideal audience, all because the products and services you’re offering aren’t top-notch. People are looking for quality and with how diluted the online world is, you’ll get passed over quickly if you have bad reviews or your pricing doesn’t match the quality you’re offering.

Do you have the best product or service out there? How can you up-level your offerings? What does your competition have that you don’t? What would it take to add that product or service to your own offerings? Can you make your product or service more attractive to your audience? Would you recommend your product or service to your mother? Answer these questions to ensure you have the best offerings available, so when you look to market yourself or your business, others want to work with you.

Great Content & Service

Let’s go back to content for a bit. The content on your site, social media pages, blog, email marketing—all of it has an impact on your branding. Your content should speak from one voice, one that attracts our ideal client and hooks that person for life. Whether you want to come across as quirky and fun, studious, caring, spiritual or edgy, every piece of content that you produce should speak in that same voice. And every piece of content should also have a clear purpose, whether it’s to educate your audience, inform them about something, sell a product or service or help promote a business partner. Think about why you’re creating the content you’re creating before you market it to the masses.

Be Yourself

To encourage your audience to grow to know, like and trust you, they need to get to know you. And that means you need to be authentic. The person or business you portray to the world online should be the same person you are when you’re talking to a customer on the phone or networking in a local meet-up group. Be yourself no matter where you are so no one wonders what you represent.

Just like in “real life,” someone who says one thing but does something quite different is hard to trust. If you say you don’t like sales calls, but then use cold calling as a sales technique in your own business, you’re sending the wrong message. Stay true to your beliefs. And if those beliefs change, that’s a great opportunity to blog about why and how they’ve changed. There’s nothing wrong with your business and beliefs evolving, but you have to quantify it.

Educate Employees

If you have employees, or even contractors, in your organization that have face-time with your audience, it’s vital that they are educated about your company’s brand and what it stands for. They need to know what your mission and vision are and how you want to communicate with your customers. This helps with consistency across all your messages, whether we’re talking about in-person meetings, Facebook posts, customer service calls or blogs. Everything should hold a similar voice so the message is same throughout your whole company.

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