SEO isn’t just about ranking for keywords. Many people fall into a keyword obsession rut and seem to forget that while keywords are important, SEO at its core is about indexation, crawlability, and creating a site that is effectively traversed by crawling search bots.
Many people also often forget how, when done effectively, SEO supports their brand. How your brand is displayed in search, as well as the many other online properties where you have a presence, is commonly forgotten in the race toward powerful rankings for desired non-branded keywords. Don’t get me wrong, I love to see non-branded organic visibility rise, but we can’t forget “The Brand.”
In order to give the brand its fair share of SEO attention, here are seven areas you should focus that will give some love to your company.
Do a search for your brand name. Hopefully you rank number one. If not, you’ve got more on your plate to worry about.
If you already rank number one, six sitelinks are likely showing under your main organic listings, like this:
Are these the pages that you most want new visitors to journey into? Are these the best six pathways into your site that speak to the brand and your message?
If not, you need to visit the sitelinks section and demote the unworthy links. They will disappear and Google will try again with an internal link offering. Continue to tweak this until you get the desired display.
Give Google and Bing formatted code in the language they want to read it: schema. By using brand logo schema you are doing a more complete job of conveying your brand image to search engines. I expect that in the future you will see small brand logos show up next to organic listings for brand searches.
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7 Tips to Ensure Your SEO Strategy Supports Your Brand