SEO Secret Brand Building, with Reach & Frequency on Google

For people who are beginning for years & years in Search Engine Optimization (SEO), we can recall the days when SEO was measured by ranking report alone. But today it has evolved. Let’s see the evolution and how brands are built on Google using SEO

SEO Evolution:

*Incorporated reports on link building efforts.

*Started to increase in natural/ organic search traffic from our web analytics report.

*Begin breaking out branded versus non-branded keyword traffic.

*Started looking at conversation rates, i.e. what percentage organic search visitors were completing lead forms and/ or buying from site.

*Incorporated call-tracking and looks at conversation path, to include multi-channel conversion tracking.

Brand Build Formula:

It is fun to think about what we’re going to do next/heading next; for people who came into SEO digital marketing space from a traditional marketing background like radio/ television/ print etc…

Building a brand in today’s digital marketing place has got a formula. Building a brand came down to formula by a studying ‘advertising’ i.e.

Reach (number of people who received your message) X Frequency (number of time those people received / were exposed to your message) = Gross Ratings Points (GPRS), or the effectiveness/ value of the marketing campaign.
But what is next is—has the practice of SEO evolved to the point where we need to start looking at reach and frequency again?

Reach and Frequency—Evolving Process:

Many people’s statement is that “Reach and Frequency” is an out dated measurement of marketing success. Google AdWords reach and frequency metrics for CPM – are based on ad bugs. This is an evolving process always; changes are made and reported very often. So this has made you revolve to a point where we should consider reach and frequency metrics – not as replacement but as an additional metrics to show value of our SEO efforts.

Measuring Modern SEO Process:

Today’s SEO has got many incorporates methods of creating and promoting content. Some content are:

*Videos– views on YouTube are an SEO metric.

*PR/Public Relations – should we incorporate number of mentions in the press? Instead try to measure the back links produced from such efforts.

*Blog content that goes viral.

*Infographics.

Nowadays there are tons and tons of tools available to SEOs to help to measure success, but don’t forget to point out, if there is a super-tool that can bring all of this together. If you get one use of the tool that would be the best, try to use it in your own style.

When we are able to develop an infographic, and promote it through social channels, and if it’s well done, we can earn quite a few good links. But aside from the links, there are some instances in which the links are removed, but the brand value of the infographic will remain constant.

When you decided to expose your brand to a mass audience, there must be some SEO value in that, right! That would build your brand.

SEO has reached a point, where you could make an argument that some traditional metrics of building a brand should be incorporated into reporting of success for SEO.

When you build the brand, it should help natural search engine rankings, so that more people can search for your company’s name, because you’ve created great content, promoted it, and earned links/mentions/retweets, etc., this would  help SEO. SO that SEO be given more credit for an increase in branded searches, or even increases in direct traffic.

Efforts towards Ranking:

We’re evolving towards a model that factors reach and frequency; if we compile all of the information on exposure of the brand; then the efforts will lead to higher ranking and for more traffic, and how – through multi- channel analysis these efforts are leading to conversations.

Social Media Led to Success by Digital Path

Social Media is being integrated with the whole of digital marketing. This is one of the greatest momentums we’re now witnessing as marketers.

One of the greatest examples is Jermiah Owyang’s presentation with Larry Drebes, which unveils recent research that demonstrates the desire and importance of marketers making their websites and social networks work together harmoniously.

Some of these concepts are still in their infancy, so we can all appreciate how Owyang openly refers to “new practices” instead of “best practices.” With this in mind, I’m sharing a model this will help you to approach yourself to social/digital marketing.

Business Intelligence:

This part of the path is to encompass internal and external data collection that should be leveraged to guide your strategy and shape your ideas.

The goal is to interpret the data to uncover what’s working and what’s trending. Practically, this begins with a combination of consumer research, web analytics, and social media research. This is where you can begin to identify opportunities. Also consider the “brand filter” as a means of keeping ideas true to the DNA or character of your brand and this may also include considerations with respect to your resources, history, and customer expectations.

Digital Marketing with Content:

Next approach to the content is digital marketing. There is some natural redundancy here, but this approach to content for digital marketing comes in four flavors. They are as follows:

1. Useful Content: You’ll have to consider and plan for content that is:

· Easy for people to share.

· Data-driven.

· Can extend to multiple networks and platforms such as YouTube, Facebook, Twitter, mobile, etc.

· Always links to the brand’s position and conviction statements.

2. Content Types: This addresses from where it has comes & what the content does.

· Reviews, testimonials, case studies, personal insights, social proofs.

· Education: Survey data, presentations, infographics, video scribes, FAQs, white papers, how-to, etc…

· Conversion: Promotional offerings, sales and advertising copy.

· Other People’s Content: User-generated content (UGC), community discussions, republished, shared.

3. Short-Term vs. Long-Term: This addresses intentionality and shelf life:

· Brand / Conviction Focused: “Evergreen” content that can be repurposed.

· Supporting Themes: Content with the propensity to attract broad audiences.

· Campaign Focused: Content used to drive specific interactions.

4. Psychological Sharing Motivations: This addresses what it inspires people to share:

· Emotion: The feeling the content has created.

· Information: Content that is new or highly interesting.

· Self Expression: Content that exemplifies our personality to friends.

Methodologies:

This part of the path addresses the digital extension of offline efforts as well as online assets and methodologies to initiate measurable action. This is a natural overlap but whether your company is seeking to develop short-term marketing campaigns or over-arching customer relationship management (CRM) efforts, the objective is to get the following elements working together:

· PR: Integration of media and influencer relations that drive awareness.

· Email: Messaging, segmentation, and lead nurturing.

· Paid Media: Digital, print, & Broadcast.

· Partnerships: Leveraging the established presence & work of others.

· Owned Media: Brand pages, mobile, web, social applications, and private communities.

· Search Visibility: Organic & Social Search Optimization

Engage Yourself in Business:

This part of the path is what should be ultimately fed back into your business intelligence. As Coca-Cola’s marketing team has taught us, “expression trump impression”

The reality with social media, this is where often companies mistakenly focus first. They’ll see some application eye candy on Facebook, lay some cash out for their own branded version of it, then start backing in supporting content and considerations around what might be more relevant as the magic campaign launch date approaches.

Final Touch

Like any other model, it’s very easy to identify what’s missing. You can think of many other elements that could be relevant, also acknowledging potential points of confusion with respect to platforms, descriptions, the linear order of execution, etc.

Friends! Try this; it could be more useful to you in your business.