SEO as Part of Your Brand Strategy

A new LinkedIn Research Network/Harris Poll had some interesting insights into the minds of advertisers. When asked how they used Internet advertising, 79% said as a branding device. This number was higher than the 65% who said they use Internet advertising to drive information-gathering for an offline transaction or the 58% who use it to drive online transactions. Simply stated, advertisers in this survey are using Internet advertising more for brand recognition than to get people to buy. Interesting. Internet advertising does offer the opportunity to target an audience based on the content on a page or website. Say a user is on About.com getting information on how to find a part-time job; it would make sense for them to see a banner ad for a site like SnagAJob or CareerBuilder. But not all ad networks can be so granular or have corresponding advertisers thus, while reading about part-time jobs, a user might also get banner ads for toothpaste, gift cards, or paint. And what if the user hasn’t gotten to About.com yet? What if they’re using Google or Bing to find information? Or, let’s say, they read the About.com article and now want more information so then they go to a search engine. Wouldn’t it make sense for SnagAJob or CareerBuilder to be present in the search engine results thus giving that user another chance to see the brand and click to the website? Search engine optimization (SEO) gives brands the ability to be found at that crucial point at which someone is actively looking for information (not just passively reading an article). And your site’s content is...