4 Ways to Distinguish Your Brand in Search
It’s never been more critical for a brand to manage its digital presence than it is today — the Internet is often the place a prospect will engage with a brand for the first time. Understanding that the majority of Internet users will seek your brand using search means marketers must have a search marketing plan.
Remember the early days of search? Generally speaking, searches on a given brand returned the brand’s website in the top position. Google analytics tracked all of the keywords used to drive organic search visitors to your website. With the exception of consumer retailers, organizations didn’t need to worry about buying branded keywords.
With the increased sophistication of search results pages, notably Paid Search results at the top of the page and the Knowledge Graph, all of this changed. The digital ecosystem grew beyond a brand’s website to include a constellation of social media sites, review sites, forums and news articles. Local search has become more important every year, following in lock step with the rise of mobile search.
Today, SEO is a must-have, not an optional marketing strategy; in a recent survey by Regalix, it was reported that 54 percent of marketers believe there will be an increase in adoption and usage of SEO in 2016.
With the current search landscape in mind, here are strategies and best practices for maximizing the different types of search for your brand:
Given the rise in mobile use and with mobile search outpacing desktop search in 2015, desktop results have aligned more closely with mobile results. This means local search, which is complicated, is now a critical element for brand management.
Many brands, even those that employ SEO agencies, have very poor local results. In order to achieve a proper local search presence, you need to dedicate the time and resources to establishing and maintaining these key elements. Numerous tools are available — including Google My Business (GMB) and Map Maker, Apple Maps Connect and Bing Places — which allow you to manage your business information and track performance. In addition to ensuring your results are accurate, you can use these Web-based tools to measure impressions (GMB) as well as visits (Google Analytics).