SEO for Brand Clarity? 1 Unexpected Benefit of Optimization
Search engine optimization forces companies to dial in on their brand clarity by making them focus on the traffic they want.
Search engine optimization (SEO) is the process of making a website’s purpose easily recognizable for search engines, notably Google. Deciding on what keywords a website wants ranking on the search engine results page forces decisions about brand clarity because there has to be a decision about the focus of the optimization.
Brand clarity is essential in both local and national SEO since the keywords that best describe the business are what SEO professionals will focus on during their work.
This article will outline the importance of brand clarity, discuss how brand clarity and SEO reinforce each other, and provide examples about recent projects where SEO and brand clarity developed hand-in-hand.
About brand clarity
2020 accelerated the transition to digital, and with that shift in interaction habits comes an increased focus on brand clarity.
What does your company stand for? What do you do?
The online perception of every company is more important than ever, and figuring out how best to communicate your brand shows up in the number of leads generated and products sold.
Start paying attention to the websites you visit. Are their services evident at first glance? Is their location clear? Is there an easy way for you to contact and work with them?
The companies and services that embrace brand clarity are the ones that will generate the most traffic online.
SEO + brand clarity
The best online traffic is the people who are looking for a company’s flagship service or product. These are the ones most likely to sign up or buy.
SEO is the process of making sure a website shows up on the search results pages for that flagship product, resulting in the greatest amount of leads or sales.
The first step of the SEO process is deciding what keyword or phrase best describes what your company does. Then, the SEO professionals can optimize the website for it.
This process involves developing brand clarity. What is it that you want to be known for?
Of course, there are many other options available for targeting secondary keywords. But primary keywords? There can be only one.
Brand Clarity + SEO collaboration examples
At Algorithmic Global, we offer both local and national SEO services. Let’s take a look at an example from each type.
One thing to keep in mind: the home page, when well optimized, provides the greatest opportunity for ranking.
Local SEO + brand clarity
Local SEO is excellent for lead generation for service-based businesses. For a roofing client based in a major US city, the goal is more leads in the form of phone calls. Keywords generally take the form: [city name]+[service]
Well, this particular company doesn’t just work on roofs. Portions of their business also remodel kitchens and bathrooms, and they also provide restoration services after a disaster (water/fire/mold damage).
But remember, there can only be one primary focus. This client had to take a hard look at their strategy and goals during their brand clarity development. They determined that their goal from SEO services was generating more roofing clients.
Their website focuses on ranking [city name] + [roofing contractors]
National SEO + brand clarity
National SEO is the best bet for sales of a product. Digital is ideal because no shipping is required, but the service also works well for physical products—as long as fulfillment at scale isn’t an issue.
A personal trainer wanted online-only signups. Their website included a free giveaway as an incentive for signing up for an email list, where their email sequence would highlight potential offerings.
It’s no secret that ranking for fitness-related searches is notoriously tricky. While possible, a more narrow focus would provide a greater chance for success. That meant dialing in on the exact keywords that people are searching for, for the particular niche the personal trainer specialized in.
In other words, brand clarity.
The personal trainer decided that their focus would be people training for the armed forces fitness test instead of targeting everyone looking for online personal training.
SEO with Algorithmic Global
Brand clarity and SEO go hand-in-hand. Knowing what keywords a company wants to rank on Google helps SEO professionals decide the metadata, structure, and content on a website. Even something as simple as knowing whether the goal is more leads or more sales is a significant first step.
Brand clarity also helps customers and employees know a company’s purpose, resulting in higher-quality traffic and consistent messaging across platforms.
If you or your company are interested in learning more about how SEO can help with your brand clarity or wonder how SEO can lead to more sales or leads, give us a call or fill out a form on our contact page to find out more!