The Ultimate Guide to Improving Your Brand Visibility Online
The first step of converting a sale is getting people to know who you are. You can’t sell to someone if they don’t know what you do—let alone that you exist. It’s like a physical storefront locking their doors or being hidden away in a forest away from the main road. Before you can convince a new customer to buy your product, you need to show up and be visible online.
There are two key factors to brand visibility: search engines and audience shares. You can build an awesome website and social site, but ultimately your reach is only so far. You need search engines and active audience members to spread the word about you.
What can you do to improve your brand visibility online?
Optimize for SEO
Search engines can make or break you. If you’re optimized on Google, you’ll appear on the first page of search results. You need to appear on the first page to prove your legitimacy and attract clicks. It shows customers that Google trusts you, so they should too. Search engines are the top method that people find products, services, and businesses, so you want to focus your efforts here.
How do you optimize for search engines?
- Keyword Research: Search engines use keywords to understand the context and relevancy of your content. Learn how to choose and optimize keywords for your ecommerce business here.
- Blog more: More content on your site means more keywords. Search engine algorithms also like seeing a content library, because you’re providing more value to readers. Also, you’ll have more content available that your audience can share.
- Focus on Load Speed: Search engines care about your page rankings, and how quickly your site appears. Readers will click away if your site takes too long to load, which will increase your bounce rate.
- Optimize for mobile: Search engines reward mobile sites, especially as more and more searches are coming from mobile devices.
Link building is the most effective way to improve your search visibility and optimize on search engines. Google’s algorithm partially determines your site’s credibility and authority based on the number of incoming and outgoing links.
Plus, the more links you have out on the web, the wider your reach. More people will be exposed to your brand and click on the link to learn more about you. They may even run into your links multiple times, which boosts your image as a pervasive brand.
Outgoing link example: In your blog, you include a link to a credible scientific study on Pubmed. This alerts Google that you are providing quality, credible information to your readers. You’re building “content trust” that boosts your ranking.
Incoming link example: A Forbes writer references your product and includes a link to your website. This tells Google that you have been legitimized by Forbes, which boosts your credibility and authority.
You want both a strong quality and quantity of links. Often, quality actually matters more. Having a bunch of links from no-name websites can actually hurt your rankings, as Google might assume you’re “link spamming.” A link from a credible website, journal, or article tells search engines that you are a legitimate business with real value to provide.
How can you build links?
- Guest post on other sites. Include a few links back to your site. (Each website will be different on how many sites they allow per blog.)
- Partner with influencers who will share your products, link back to your site, and give you visibility amongst their engaged followers. Learn more about the positive effects of influencer marketing here.
- Become a HARO source. Journalists and reporters are looking for sources, and you can respond with quality information in your industry. They’ll typically reward you with a link back to your site.
- Include your site on relevant web directories. Attach information about your business or industry in places where customers are looking to learn more. See some valuable web directories for 2019 here.
- Comment on forums and blogs. Provide authentic value by answering questions and contributing to discussions. If you respond with great information, customers will click through to learn more from your website. You can even direct them to blogs where you have already answered their questions in depth.
- Provide testimonials to other brands and partners. You’ll give your partner a boost while gaining a backlink and potential traffic from a relevant source.
- Clean out dead backlinks (links on the web that end up on a non-existent page). Having “dead” links can damage your SEO and upset your customers. You can find some valid link checker tools here.
- Be honest. Avoid trying to gather links just for the sake of link building. Don’t pay for links either. Google wants to see that the links are legitimate, well earned, and make sense from a user standpoint.
Increase Your Shares
When a reader likes your content, they’ll be excited to share it with their friends and family.
“Shares” have three key outcomes:
- Shares naturally build backlinks to your website. When someone shares your blog post, it includes an embedded link back to your content. This creates a network of backlinks that boost your SEO.
- Shares widen your reach. Someone is sharing your content with their friends and family, which gets you seen amongst a new circle of people. You’ve also already gotten the sharer’s “stamp of approval,” so their friends are more likely to see your business as valuable.
- Shares deepen your relationship with the sharer. The person who is sharing your content has shown that they believe in your brand and content. They’re engaging with you, which means they’re a great target for conversion.
How can you encourage shares?
- Make your content easily shareable. Include social media buttons, so readers can click the icon of their favorite social platform to instantly share the content they’re reading.
- Host a referral program. Incentivizing customers to refer their friends is a great way to encourage more shares of your content and products.
- Host a social media contest. Encourage people to share relevant content (like them using your product) and tag you in it. Get people to vote. Have a giveaway sweepstake. If you offer some sort of free reward, you’ll generate buzz while bumping up your shares and backlinks.
- Keep it short, simple, and stimulating. People generally share short-form content that gives them some sort of emotional response.
Create awesome content
The best way to get more shares is to provide great content. If you offer genuine value to readers, they’ll want to share it with their friends.
What does “value” mean? Valuable content is anything that makes people have some sort of response. Maybe you give them immense amounts of information about how to be more energy efficient, and they want their eco-friendly friends to know too. Or you make a funny video, and they want to laugh with their friends. Or you write an article about a controversial topic that gives a new and unique perspective the reader hasn’t seen before.
Some content ideas that get the most shares:
- Short videos
- Comprehensive articles
- LinkedIn published posts
Tip: Make sure all of your content has an embedded link. Your infographic, for example, should link back to your website. This gains you shares and backlinks that can drastically bump up your visibility.
Of course, we’d be remiss if we didn’t mention one of the most effective ways to get your business seen… paid advertising. The purpose of paid ads is to get your content and products in front of relevant searchers, so you can boost brand awareness and ultimately increase conversion.
There are a variety of options for paid advertising. From search engines (Google and Bing) to selling platforms (Amazon) to social media (Facebook, Pinterest, Instagram), you can pay for ads based on where your target audience resides in the greatest numbers. The purpose of paid advertising is to gain impressions, encourage conversion, and boost your brand visibility.
Pay-per-click (PPC) advertising is an effective way to build brand visibility, but it can feel complicated and overwhelming. It requires bid and performance optimization, audience curating, campaign strategy, keyword research, and ongoing tracking and reporting.
That’s why Seller’s Choice offers a suite of PPC management services. We take a unique approach to enhance visibility through isolated keyword strategy, feed monitoring, audience intent, and detailed tracking.
Contact us to start boosting brand visibility with our proven, optimized paid advertising strategies AND our organize SEO content strategies! We do it all from A to Z to unlock the visibility your business needs to gather leads and push conversions. Let’s get started.