Using SEO to improve brand awareness.
First you need to have a strong brand identity where it's clearly defined who you are, what the values are, why you do what you do, your purpose and the way that you want to communicate.
With that in place, obviously content marketing is going be key to reach the right people who are very early in the Customer Conversion Journey. In terms of creating content to attract people at that very early stage, ask yourself whether a piece of content educates, entertains or impacts (makes them feel an emotion) a reader.
If your message is aligned and clear, it will resonate and the audience will connect with the brand.
You will then start bringing them into your digital marketing ecosystem.
Then obviously you're going to nurture the know, like, and trust factor, which is going to affect many touchpoints along the Customer Conversion Journey and help to move people along the funnel.
Specifically on the SEO side, high quality link building via Digital PR campaigns will help to lift your overall search presence while putting your brand in front of other people's and publication's audiences.
If you are doing all the above, how do you measure the success? Some example KPIS:
- Traffic (new visits)
- Search presence
- Brand mentions and links
- Sentiment
- Brand recall
People often think of SEO as achieving rankings for keywords searched by in-market audiences, but a strong SEO strategy should also include brand awareness activity aimed at early stages of the Customer Conversion Journey.
2 июл 2024
