Brand authority makes an immensely important part of one company’s success. While people like to observe the corporate landscape in some more tangible and measurable terms, it is hard to ignore the fact that people naturally gravitate toward the companies they trust and see as reliable. Positioning your brand as an influential and authoritative voice can completely change your reputation and, in turn, public perception.
That brings us to SEO which is, to this date, still the widest possible stage for reaching out to new audiences and positioning your online brand. Can this important resource be used for ramping up trust and authority besides putting your company at the top of the SERP?
The answer lies in content marketing which makes a perfect bridge between these requirements. Let’s explore these topics in greater detail.
Quality content is the main pillar of any sensible SEO campaign. So, it is in your best interest to fill in your blog and social media pages with articles that set the stage for internal linking, implementing keywords, and other standard SEO strategies. However, while we are abiding by SEO good practices, we always need to keep in mind that these articles, at least if properly penned down, provide a massive level of value for our clients.
They make one of the first interaction points between our brands and them. Writing the content with these end goals in mind will meet these ends as well as play along with the ranking algorithm.
Engaging readers and keeping them hooked up
To put it simply, engaging content encourages readers to explore your website in greater depth, learn more about your brand, and develop an emotional connection with it. Varied types of content like informative articles and how-to’s but also quizzes, surveys, and games go a long way in keeping the visitors hooked.
These behaviors also make wonders for SERP rankings. If we take a look at the list of factors Google uses for ranking we will see a lot of mentions like dwell time, click-through rate, and repeat traffic which directly relate to users’ engagement. So, it’s worth doubling down on putting out quality.
Building credibility through visibility
This factor taps into the old primal instinct that you trust something that is familiar. And SEO goes a long way in helping SMBs with no influence outside their local markets on a much wider stage. These efforts don’t even have to be pulled off in-house. Experienced companies like Four Dots SEO agency have a long track record of putting a spotlight on growing organizations. Well, in time, the more these companies keep popping in SERP they will become more familiar and draw more links.
This creates a very interesting feedback loop which, if backed up with quality content, can provide great long-term results.
The opportunities for higher-level audience targeting
This is yet another instance where things go both ways. Diverse quality content attracts diverse audiences and checks a lot of important SEO boxes. At the same time, understanding the preferences of your website visitors, as well as their background, habits, location, age, and demographics is the main pillar of an effective content marketing campaign.
So, here’s another interesting feedback loop for you. Branch out with different types of content back aimed at different types of audiences. Implement data analysis, social listening, and customer feedback to see what sticks. Use the insights to create new types of content and discover new gaps.
Rinse and repeat.
Consistency, authenticity, and relevance
Ranking algorithms play by set rules so they truly appreciate consistency. Similar things apply to your growing audience that, if targeted with well-timed and curated content will develop a habit of checking your latest posts. So, if you want to create synergy between these venues, make a content calendar, automated tasks, and a realistic publishing schedule your best friends.
Authenticity and relevance are the other two things that are highly appreciated both by Google and your readers, and they both depend on the quality of your content. Google especially makes some very strong gestures toward making their EEAT guidelines a more official veneer and putting making them a legit ranking factor.
Well, do your best to leverage these facts to the greatest possible advantage.
Wrapping up
Well, these were a couple of things you should keep in mind when thinking about improving the image, authority, and relevance of your brand. The means to these ends are not always found in PR stunts or purchased ads. Search Engine Optimization makes one of the biggest possible venues to reach out to your intended customers, and you only need to equip the content you publish with that extra little ounce of purpose to completely overhaul how this channel works and what kinds of results you are getting.
Catering to the needs of search algorithms and your intended audience boils down to the same tools and maneuvers. You only need to find a glue that keeps things together and you will be ready for a killer campaign.
