20 Sep

Branding and PR through SEO: Giving Your Brand Leverage Online

online brand leverageBreaking into your industry and making your brand well known takes aggressive marketing. In traditional marketing, that would mean billboards and ads on the most popular newspapers. It’s different with businesses engaged in online marketing, however. You need to make your website rank to reach your target audience.

Solely focusing on pushing your website up the search rankings can make you lose sight of your real goal. As a business owner, your purpose is to build up your brand according to your customers’ needs. You need more than high-ranking keywords and links to do that. You must formulate a branding strategy that will promote your brand as your customers’ most suitable choice.

Search engine optimization now works together with other online marketing techniques such as content writing and social media marketing. Google’s Panda and Penguin updates made them happen, as the search giant’s guidelines for evaluating sites for well-written content became stricter. It’s no longer applicable to ‘stuff’ articles with keywords and build links with content farms. If your content is written well and optimized for search, then you get better chances of ranking online.

Enriching Public Relations with Content

Branding and search engine optimization are not mutually exclusive areas that you cannot combine for your campaign. SEO, in fact, is a part of an extensive strategy to bring your brand to your target market. With the right keywords, you can optimize your content to appear high on search results pages.

There are many types of content marketing articles you can create and publish on high-traffic websites. These are:

  • product/service reviews
  • how-to articles
  • blog posts
  • guest posts
  • press releases
  • case studies
  • ebooks
  • newsletters
  • videos, images, infographics
  • illustrations

Google assigns a higher ranking to sites that publish high-quality content regularly. The algorithm watches out for signs, such as site and page quality, freshness of content, user context, and other factors. The quality of your work is one of the most important factors that Google refers to when evaluating your site. It uses a set of signals, such as PageRank, to determine if your site is reliable and authoritative.

Alternatively, the search engine giant’s AuthorRank allows you to become better known as a specialist in your field. The more Likes and comments your article posts receive on the social network sites, the better for your SEO ranking. Optimize this for local search, so you can attract more customers from your service area.

The Importance of Guest Posts, Interviews, and Press Coverage

online reputation managementThe wide range of content available leaves you with many ways to reach your target audience. Guest posts are one of the most effective techniques in publicity relations. It allows you to build relationships with other bloggers in your industry. Refer to their articles when writing about a topic they specialize in. This way, they can also refer links back to you when the occasion rises.

Being a contributor on a popular website related to your field also boosts your authority ranking. Your target audience attaches importance to being a part of a reputable website that provides excellent content regularly. Take part in being a contributor to different authority sites and post the links on your social networking profile. Check out sites that welcome contributions and see how you’ll be able to submit content that meets their requirements.

Posting Q&As and news articles about your company is good publicity. It helps your customers know more about your business, which can encourage them to learn more about you. You can also take part in popular conferences and other corporate events. Include these with the awards and recognition you’ve received on the news page of your website.

All these pieces of content help your SEO specialists to obtain pieces they can use to boost your brand to your target audience.

Building Up Your Brand

Content marketing is one of the most effective ways you can use to boost your brand and manage your reputation online. It’s also one of the most effective techniques in burying untruthful yet damaging reviews on complaint sites such as RipoffReport.com and PissedConsumer.com.  An SEO company handling corporate reputation management will create additional positive websites, articles, and other online media to push the RipoffReport.com results out of the first page of search results.

This conceals the damaging content in many cases, while promoting your brand to your target audience. Use this strategy to achieve a positive presence online. Reputation management can also serve as an alternative measure if you cannot settle matters with aggravated customers who post their complaints online.

Combining these SEO techniques with positive content marketing articles can help increase the appeal of your brand. Get to know different ways on how you can reach your target market through proper branding strategies. This way, you can maintain the professional image of your business and attract more customers.

Sources:

http://socialmouths.com/blog/2013/03/20/15-types-of-content-marketing/

http://searchengineland.com/how-to-remove-ripoff-reports-from-google-not-just-bury-them-65173

http://searchenginewatch.com/article/2290886/5-Clever-Ways-to-Leverage-PR-for-SEO-Success