SEO and brand reputation management:
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Featured alt: A woman managing her website on laptop.
There is not a serious company in the world that doesn’t have an established brand.Coca-cola, Hennesy, Tesla, Venum, UFC, Nike… All of them spend almost half of their annual budget on marketing and SEO and brand reputation management. But why is that? Is managing your SEO and brand reputation really that important? And, if it is, how is one supposed to tackle it? Well, to answer these questions, let’s take a closer look.
Why is SEO and brand reputation important?
There are many reasons why SEO and brand reputation are terribly important for a company. And why so many companies believe in SEO myths and make mistakes while dealing with it. When a company is just starting up, it needs to have a way to reach customers. And the best way of doing so in the 21st century is by establishing a brand and then promoting it. Later on, when the company develops, it will need to change its marketing tactics to a more consistent, tried-and-true style. This is where managing your online reputation comes as very important, since you will have to deal with unfair reviews and customer demands.
Trust us when we tell you that knowing how to manage your SEO and brand reputation can, literally, make or break your company.
Alt: A person giving an online review.
Establishing and maintaining a brand
So, how do you go about managing your SEO and brand reputation? Well, the first thing you will have to do is to develop a brand. Now, there are numerous articles and even books that go deep into brand development. So, we will just briefly go over brand development and the necessary steps you have to take in order to have a decent one. Instead, we will focus on how to keep your brand alive and how to adjust it to the current market trends.
Doing market research
Trying to develop a brand without having the knowledge of your market is like looking for a needle in a haystack. You might get lucky and find it, but in 99% of the cases, you will only waste time and energy. So, for both to develop, and later on manage your brand, you would be smart to spend as much time as you can researching your desired market. First, check out your competition and try to deduce how they are dealing with their online reputation. Next, join forum groups on Facebook and Reddit. There you will behave a true contact with your desired demographic and see what their interests are. Finally, consider advising with an online marketing specialist. Even a single meeting can give you worthwhile ideas and solutions.
Let us say, for the sake of discussing it further, that you’ve come up with a decent brand. How do you promote it? Well, there is no wrong way. You need to infuse your brand in every aspect of your company. This goes from designing your website around it to getting promotional items, like t-shirts and mugs. Ideally, your brand should be ever-present, but not imposing. Remember, you want people to have your brand in the back of their minds at all times.
Think carefully about how you present your company online and you interact with your customers.
Alt: A person typing on a keyboard while dealing with SEO and brand reputation.
The main reason why we are dealing with SEO and brand reputation in the same article is that they are closely connected. Sure, you will spend some time responding to comments and engaging with your clients via email in order to promote your brand. But, the key element will be how you manage SEO (Search Engine Optimization) and how well you incorporate your brand into it.
In order to have a decent online presence, you need to manage your keywords on a regular basis. Your blog posts, social media posts, and general announcements all need to be built around keywords in order to have any reasonable traffic. Now, it might seem that simply making your brand name into a keyword will be enough, but you’d be wrong. After all, there are different types of keywords, and you need to figure out how they synergize with your brand. Know that there is such a thing as overpromoting your brand, as you can easily sound too robotic. The way that you incorporate your brand into your SEO needs to be natural and not forced. This is what makes it difficult.
Social media is such a large part of online marketing that it is practically impossible to run a company without a serious social media presence. This is why SM buttons on your homepage are a must. In order to have a decent SEO and brand reputation, you need to regularly update your social media profile and have an active conversation with your customers. This, as you might guess, takes time as you have to find your “voice” and your way of addressing people. Ideally, you want to start slow and build up your product and/or service so that people mention on their own accord. You can respond to comments or complaints, but not much more than that. Later on, when your company starts to gain respect, you can improve your reputation by engaging social media influencers.
Page and posts
When it comes to pages on your website, you can mention your brand more than it would otherwise be natural. After all, it is expected that you’ll be mentioning your company when designing pages that attract users and boost UX. So, a large number of mentions won’t be seen as “on the nose”.
But, when it comes to blog posts, you need to refrain from doing so. Again, in order to have a decent SEO and brand reputation, you need to promote yourself naturally. If you do this properly you can easily use sites like Quora and Pinterest to drive traffic to your blog. But, if you do not use it properly, you will just come off as assertive. So, think carefully about when and where to use your brand in your blog.