Why Branding Should Be Your SEO Strategy For 2023 Developing strategic branding, that can be detected on an algorithmic level, will create longevity and allow your brand to continue to progress through all future Google updates.
Google has been on a mission for years to continue to improve search results to deliver results as accurate as possible.
Google is getting better and better with delivering results factoring in user intent.
Furthermore, artificial intelligence continuously improves the various parameters affecting search rankings. This will continue to make it increasingly difficult to create pages and content that take full advantage of current technicalities in the algorithm.
It’s time to begin taking a serious look into strategies that fit with Google’s update trajectory.
Why Branding Should Be Your SEO Strategy For 2023
Table of Contents
We have to begin focusing on a critical aspect that continues to deliver long term results. One that has been used for years offline.
You have to understand where Google is headed based on their past updates and current algorithms to understand what they expect from your brand.
“Brand is what wins. It always has and always will. It’s how everyone makes a decision.” Gary Vaynerchuk
Brand recognition is among the ultimate objectives of building a profitable business. It increases the chances of potential customers buying products associated with a brand as long as they associate the brand with something they value.
The same can be observed among search engine users. Having a recognizable brand dramatically increases the likelihood that searchers will click and choose your content over other results. This causes your website to get more traffic, which can then lead to increased conversions.
You can see in the above diagram from CrazyEgg that the beginning of a conversion funnel begins with recognition and awareness of your brand.
The wider net you cast will increase your chances of links, which increases your opportunity to increase profits.
These clicks are essential since a page’s click-through rate is now among the top factors for ranking search results in Google. This makes your branding awareness an indirect factor in getting your content to the top results for your queries.
Why Click-Through Rates Are Important for Search Engine Rankings
To understand how branding affects where your website ranks in search results, you must first realize that search engines give the utmost consideration to user behavior.
One such consideration includes the click-through rates (CTR) that links get when listed as a search result.
Depending on how much the click-through rate exceeds the average for the search term helps determine where you will rank on SERPs. A more significant positive margin results in a higher ranking on the first page of the search results.
R.P Technology PVT LTD ran a study and found that for every 3%, you increase your click-through rate will result in an increase in your search result position by one position.
The click-through rate is used as a measure by the algorithm to determine which results generate interest from its users. This is their way of recommending to their users the pages that others previously engaged with while searching for similar keywords.
Why Your Brand Could Be the Deciding Factor for a Higher Search Engine Ranking
I have skipped many number one search results to go straight to content from a Brand I trust.
This is true for many others as well.
“Authority can, and does, influence search a great deal. Brands with higher authority are often more desired, and therefore searched out more frequently by customers because it’s a brand that they trust. This, in turn, results in even better search visibility because it’s getting more traffic.” SEMRush
As you can see, this increases the ranking of your pages on search results of the keywords related to your pages.
Building Your Brand Is the Best Way to Establish E-A-T
E-A-T is a factor in Google’s search engine algorithm. It stands for Expertise, Authoritativeness, and Trustworthiness.
This is used to help Google evaluate the potential of a website’s content and to help determine if the content will be accurate and able to produce helpful information for the user. Any content scoring poorly with the E-A-T evaluation would be less likely to show higher in search results.
To understand what is taken into consideration, here is a brief look at each element of E-A-T:
SEO Trends and Insights Every Marketer Needs to Know for 2023
Marketing and PR are constantly changing and evolving, but perhaps the most amorphous marketing subgenre is SEO. The process of pleasing the algorithm to boost your brand’s search page rankings has never been more critical for brands to master than it is today.
Here are Zen Media’s top SEO trends and insights that every marketer needs to know for the year ahead.
Major SEO Trends to Know for 2023
1. TikTok SEO is here to stay.
TikTok is a mobile app that allows users to make short 15-second video clips. In 2019, TikTok surpassed Instagram as the world’s number 1 app for sharing photos and videos. According to a recent study, in 2021, TikTok had approximately 656 million global users. This figure was projected to increase by around 15 percent year-over-year, reaching 755 million users in 2022.
With more than 60% of TikTok users being Gen Z, younger users are now turning to TikTok instead of Google for discovery purposes. With so much attention being directed towards TikTok, it makes sense that marketers are also taking notice. And with the right approach, you can leverage all the hype around TikTok to boost your organic search traffic and drive leads to your site.
Here’s a list of steps to follow when optimizing your TikTok content for SEO:
1. USE HASHTAGS
Hashtags (#) are used to categorize content within a specific niche. They allow users to find related posts quickly. For example, #TikTok is a hashtag for all TikTok videos.
Using hashtags allows you to target keywords that are relevant to your brand. This makes it easier for your audience to find your content when searching for similar topics.
2. INCLUDE KEYWORDS
Keywords are words or phrases that describe your video. When creating your video, make sure to include these keywords throughout the description.
For example, “#TikTok #ViralVideo” describes a video that talks about TikTok and uses the keyword phrase “viral video.”
3. CREATE VIDEOS WITH RELEVANT CONTENT
You can also use keywords to create videos that contain information relevant to your niche.
For example, a fitness channel might create a video called “Best Fitness Tips for Beginners” and talk about the best workout routines for beginners.
This type of video is highly targeted towards beginner users and provides useful information.
4. ADD VISUAL ELEMENTS
Adding visual elements like images and GIFs can help tell a story and draw viewers in.
For example, adding a picture of yourself holding a trophy or playing sports can give your video personality.
2. Always utilize structured data
Structured data is information about web pages that has been tagged using machine readable codes called RDFa, Microdata, JSON-LD, etc. This helps search engines understand what each page contains and how they relate to one another. The best way to use structured data is to add it to your website’s code.
Structured data is important for search engines because they need to be able to understand what information is available about your website. If you don’t provide them with the right kind of information, they won’t be able to index your site properly. This means that when someone searches for something on Google, they’ll find your business instead of another company who may offer similar products or services.
3. AI in Marketing is here to stay.
Artificial intelligence has become one of the hottest topics in marketing today. There are several ways to implement AI into marketing campaigns such as using chatbots for customer service, email automation, and website personalization. According to a recent study, in 2021, the market for artificial intelligence (AI) in marketing was estimated at 15.84 billion U.S. dollars. The source projected that the value would increase to more than 107.5 billion by 2028.
We’ve mentioned this before, but there are some significant upsides to AI marketing and with the rise of more AI tools, it’s safe to say AI in marketing isn’t going anywhere.
Related reading: 7 Types of AI Tools to Add to Your Marketing Tech Stack
4. Know thy user.
Marketers have long been obsessed with knowing as much about their customers as possible. As we enter 2023, understanding user intent and prioritizing user experience is critical to SEO.
WHAT IS USER INTENT?
User intent is the goal a searcher has for a particular query. So, for example, a person might search for a nearby place, a topic they want to learn more about, or a product they’d like to purchase.
WHAT IS USER EXPERIENCE?
User experience is about what your audience thinks and feels. What is their experience with your website? Your app? Your brand as a whole? Optimizing web page speed time is crucial, and designers must always code with the end user in mind.
User intent and experience should be woven into the fabric of internet marketing strategies from day one. They are intertwined with one another because they are working towards the same goal: fulfilling the user’s need or, as some may put it, solving the user’s problem.
5. Content is still king.
Sure, we can get into the nitty gritty data all day long, but the fact is we wouldn’t have data to analyze if we didn’t produce content for an audience to consume. Updated and high-quality content is necessary for SEO, but it doesn’t stop there. Visual content is a must, and leveraging images, video, infographics, and other media will drive more traffic and make your site more user-friendly, increasing engagement and accessibility.
WHAT SHOULD SEO-OPTIMIZED CONTENT INCLUDE?
SEO-optimized content looks like fresh, valuable content that answers users’ questions or offers the solutions they’re looking for. So if your audience wants to know the latest news in bitcoin, answer bitcoin-related questions prominently on your site. High-quality content—that considers user intent and experience—is a crucial part of giving your audience a good experience on your website. It ultimately contributes to your audience’s experience with the brand as a whole. Google’s search algorithm also likes to see that you regularly update your website with fresh, quality content that delivers value to users.
Additionally, marketers can leverage the power of video content. You can’t argue with the fact that video is simply more engaging than just text and graphics. A survey conducted by Wyzowl shows that nearly eight out of every 10 users have purchased a piece of software or app after having watched the brand’s video. Not only is video content converting, but it is also what consumers want. Research shows that 53% of people want more video content in the future.
A gripping video on your website can make people hang around on your website longer, which is rewarded by Google with higher search rankings. Also, the video presents a powerful opportunity to use YouTube to market your business.
6. SERPs have changed—and become more intelligent.
Google’s algorithm has gotten much smarter over the years, thanks to the implementation of artificial intelligence. A recent example of this is their BERT algorithm update. BERT is an acronym for a series of words that would probably break your brain if you’re not knowledgeable in SEO. (Okay, okay it stands for Bidirectional Encoder Representations from Transformers, for all you overachievers!)
This update enables Google to understand the language more than humans do. Like earlier updates such as RankBrain, BERT explains why techniques such as keyword stuffing no longer work and will lower your search ranking. BERT is looking for niche, valuable content that is conversational in nature.
The best strategy to ensure that you stand up to BERT’s standards (he’s in charge of the ranking, after all), is to measure up to Google’s EAT score: expertise, authority, and trust.
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Google’s guidelines describe what it means for a site to have good EAT. If you have a business that gives advice or sells products or services that can potentially affect a person’s health, happiness, safety, or financial stability, SEO E-A-T is critically important. Google knows goods or information such as YMYL or “your money or your life.”
Brands can demonstrate expertise with content created by someone considered an expert in their field. In some instances, this can also be accomplished by people with everyday expertise in the subject at hand. You gain authority in your field by making your website accessible for many people to learn about your subject or field. Google will see you as more authoritative if other experts and websites are referring to or recommending you. Trust is enhanced by transparency in who creates your website’s content and by having adequate contact information.
7. Analytics are imperative.
This seems like a no-brainer statement. Is it even a SEO trend worth highlighting? YES! In 2023, brands need to take their data and level it up, from the collection to analysis to insights.
Marketers can use Google Analytics for SEO insights, including
Mobile traffic monitoring to gather data on bounce rates, engagement, and more
Site search bar tracking to understand what users are looking for when they come to your site and if there is a content or service gap you could be filling
Identify top-performing and underperforming pages to either emulate or update
But sometimes, the sheer volume of data can be overwhelming. Thankfully, there are tools that will automate data collection and analysis so you don’t have to constantly monitor your numbers manually. This ensures that you’ll always be on top of changes in search behavior and able to optimize accordingly. Automating SEO tasks through tools or software can vastly simplify the campaign for your team and allow them to focus on more uniquely human and creative endeavors. Tasks that can be automated include position tracking, website crawls, analyzing content quality, reporting, keyword intent analysis, and monitoring for brand mentions and new links.
8. Optimize Content for Voice Search
If you’re not optimizing for voice search and mobile devices, then you’re missing out on a large chunk of the current SEO landscape. Optimizing for these mediums will help you to rank higher in Google, as well as improve your conversion rates by providing a better user experience.
Beyond smartphones, the prevalence of digital assistants, such as Amazon Alexa and Google Assistant, has increased the number of voice searches over the past few years. Current statistics show that 41% of adults use voice search daily, and that is only likely to increase through 2023 and beyond.
When optimizing for voice search, it helps to target keywords in the form of a question. These will typically be long-tail keywords that are usually fairly specific. One example would be, “Where is Don’s Dry Cleaning?” It can also help you to think up any questions a potential customer might have about your type of business and then create blog posts answering these questions.
9. Prioritize a Responsive, Mobile-Friendly Website
In conjunction with optimizing voice search, optimizing for mobile search just makes sense. Phone searches are expected to increase through 2023 and beyond. Wondering how mobile-friendly your website is? Type “Google Mobile-Friendly Tool” into Google’s search bar. This will bring up a box where you can enter your site’s URL to be evaluated by Google.
To improve your site’s performance on mobile devices, you’ll need to make sure it was created with a responsive coding and framework so it automatically changes how it looks depending on the device used to access it. You will also want to boost your webpage loading times by implementing caching, using a content delivery network (CDN), and compressing images. Finally, use Google’s Accelerated Mobile Pages (AMP) method for creating mobile-friendly versions of your web pages.
Why Do SEO Trends Matter?
SEO has changed considerably in the past few years. It’s no longer just about having a website and getting ranked for keywords. The Google algorithm is much more sophisticated than it used to be, and how organizations use SEO tactics has changed accordingly. If you want to stay on top of the search results, it’s essential to understand what the current SEO trends are and how they affect your marketing strategies. Want some help in that arena? Reach out. It just so happens to be one of our strong suits.
Google divides expertise into two types – formal expertise and everyday expertise. Formal expertise relates to content created by individuals considered as formally educated, verified, or accredited like doctors, financial advisors, and lawyers.
On the other hand, everyday expertise is those demonstrated by individuals who have adequate life experiences in their topic.
According to Google’s guidelines, expertise is demonstrated when content is factual and is delivered in a professional manner.
It should provide your readers with what they need from their search. You can find this out by starting with keyword research and understanding their intent behind their search queries.
Once you know these things, you can then start writing comprehensive content that can be easily read and understood by your audience.
You should also add supplementary information in your content or link to another page on your site that can help them answer further questions that they might have.
This is measured through the relevant credentials on the topic displayed by the content creator. This metric applies to the main content, the webpage, and the website as a whole.
Both types of expertise can use the about page to provide proof for their authority. As for contributing content creators, professional expertise is displayed through a professional title, short bio, photo, certifications, an official website link, or a full bio link.
As for everyday expertise, a statement that the content creator shares their significant personal experience, not professional advice, can serve as a basis of their authority.
These proofs of authority are not limited to the bio and about pages of authors. Creating content outside of one’s website as long as the content coincides with the website’s niche or field is another crucial factor in determining authority.
For example, Google would not see content discussing a medical condition written by a doctor as authoritative to the doctor’s website if it is found on a website for financial advice.
This is simply the integrity of your website and its contents.
You should, at the very least, have some of the underlying security features and pages added to your site. If your website does not use author biographies and reference external sources where applicable, it could also be a sign of an untrustworthy source.
Some examples of things you should have set up early on when launching your website:
A secure domain (HTTPS)
A contact page
A physical address (if applicable)
A terms and conditions page
The refunds and returns policy for your transactions
A comprehensive specification for products being sold
A biography in the about page
An author biography section for relevant blogs or articles
How Authenticity helps build E-A-T
As a brand, you want your targeted audience to look to your brand as the expert authority in your niche. You want them turning to your brand whenever they need more of what you offer.
The goal should be for your target market to see your brand positively, and the best way to express that is through authenticity.
A survey conducted by Social Media Today found that user-generated content was the most effective in creating authenticity and trust for a Brand.
You want to deliver the value that your audience expects and give them more of what they may not even realize they want.
Focus on developing a strategy that holistically blends Branding and E-A-T to establish your overall goals.
The only difference between the two is that E-A-T targets Google’s algorithms, while branding is more concerned with your audience’s perception of your brand. Together these will have a substantial impact on your overall rankings.
Brand Awareness Leads to Links
An established E-A-T brings awareness among content creators in the same niche as your brand.
This comes with your brand’s content being used as a valuable resource when creating their content.
These are essentially backlinks that help in improving your search engine ranking.
There is a strong correlation between backlinks and the amount of traffic you generate from Google.
The more you build your E-A-T, the more backlinks you will generate naturally, which will keep Google happy.
Overcome YMYL with Solid Branding
YMYL, “Your Money or Your Life,” pages are web pages providing content related to topics that may affect a person’s financial stability, happiness, health, or safety.
These include topics on personal finance, financial transactions, medical information, legal affairs, news, public and official information, and car safety.
YMYL pages are placed under a stricter set of quality guidelines in evaluating content for search engine results.
These guidelines include E-A-T.
You are less likely to be affected by the current and future standards for such pages if you continuously work on establishing stronger E-A-T. Especially in the earlier stages of your site.
This does not mean that you can get away with breaking YMYL guidelines on E-A-T. You would still have to back up elements of your content with facts from other reliable E-A-T resources and maintain a smooth-running website.
E-A-T is the foundation that establishes your brand in Google’s algorithm. Because of this, your pages can break into the top results even if it’s a YMYL page with less friction.
Good Branding Creates Longevity
SEO standards will continuously change due to improvements made to the search engine algorithms to continue to improve user experience.
This results in technical strategies only lasting until the next update. Such approaches may be only good for a few months up to a year.
In some cases, these updates result in dramatic changes in how pages are ranked in search results.
This is why you have to create proper brand recognition from your target audience. Your brand’s reputation from your audience cannot be taken away by any update on Google’s algorithm.
And, the most significant way to do this is through high-quality content.
“Content is the cornerstone of internet marketing and for successfully building a brand.”Neil Patel
Users Will Consume More of Your Content
With Brand recognition and quality content, users are more likely to consume more of your content, which results in lower bounce rates.
If you provide more value through the effective use of internal links, you will increase their time-on-site and their pages per session.
“… bounce rate doesn’t have a direct impact on SEO. But, It does have a huge impact on lots of metrics that DO have a direct impact on rankings.” Mathew Woodward
These metrics will be observed by Google and will be seen as a justification to increase your ranking for relevant keywords.
Aside from your audience, other content creators will be referring to your content as a trustworthy source.
You are further establishing your brand recognition and awareness.
Effective branding will stand the test of time and will help you dominate rankings.
What are you currently doing to build your brand and establish E-A-T?
Rameshwar LokhandeR.P.TECHNOLOGY is a web development company india Oner Is Mr. Rameshwar Lokhande th the solution of generating the maximum Return with powerfull digital marketing solutions and with experience of developing, designing and marketing businesses in different industries & online marketing services in india. We also offer SEO services in Maharashtra which helps suitable traffic to your website. We not only Push and promote your website for the top search engines, but we also offer our monthly social media marketing. This will help your website in all the top main social media plateforms and link local listings on the Internet. we strongly provide services such as Google Adwords, social media marketing, Search Engine Optimization.
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