SEO as Part of Your Brand Strategy

2512148775_61fa58b4b3A 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 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 yet? What if they’re using Google or Bing to find information? Or, let’s say, they read the 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 always a good match with what the user searched on because Google wants to provide relevant search results.

So let’s say, going back to the part-time job example, the user was actually reading an article about part-time jobs for stay-at-home moms. A narrowly focused banner ad talking about part-time jobs and written for a stay-at-home mom audience would be a great match. But would a banner ad be that specific? Not likely. However, if the user went to a search engine and did a search on “part-time jobs for stay at home moms” (very specific and long-tail, no doubt), the pages in the results would be tailored for that search. And hopefully SnagAJob and CareerBuilder would have a page about that topic for the user to read along with the article.

One of the benefits of SEO is targeting by geographic location which can be harder for Internet advertising – even though some networks will target ads based on IP address (which can be spotty). Sure, SnagAJob could put a banner ad on the website of a local TV station or internet portal – but that is a lot of stations to contact and rate cards to evaluate. However, if a user searches on “Wichita part-time jobs” it’s simple for SnagAJob to have a page about that topic with a listing of part-time jobs in the Wichita area that then is found in Bing’s search results.

If you’re an advertiser thinking about how to get more brand exposure online, consider SEO for your website. The search engines are another place for users to find your brand.

Photo by Danard Vincente


  1. I agree that SEO helps users find what they need on the Internet. Its a symbiotic relationship between search engine optimizers and the search engines themselves.

  2. Internet advertising does offer the opportunity to target an audience based on the content on a page or website. Say a user is on 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

  3. This is very much true that SEO is the way by which the user can do anything they can do on their sites.Search Engine optimization is the most important part of website to prosper in online business. SEO is simply the use of search engines to generate traffic to a web site. It is the process one adopts for a web page to be indexed by search engines. Our real purpose is to rank your site high in search engines.You can do a lot with SEO like:

    Onpage optimization
    Update Title, Description and Keywords should be different for each page.
    Directory Submissions
    Link Exchange
    Article Submissions
    Social bookmarking submissions
    * Press release submissions

  4. Internet used as a branding device is a very effective means to promote brand recognition. As the internet speaks to a very diverse audience, SEO giving brands the ability to be located during engine searches, using “relevant results” makes it more essential nowadays in branding a product or a service.

  5. You really can’t ignore importance of seo if you want to build a brand on web world.

  6. Ultimately, I think branding is preferred most because it’s easiest. Turn over is a whole different ball game dealing with appearance, function and many other features. Branding is just displaying a logo, providing information or getting your name out there, all of which the internet is ideal for.

  7. Hello Alyssa Duvall.

    I agree with your opinion that the “SEO as Part of Your Brand Strategy”.Some times it(SEO) plays the vital role for increasing the traffic of any site and help it to became branded through it’s worthwhile function.

  8. Thanks for sharing this information about SEO. SEO as Part of Brand Strategy is really true as it helps your site to be visible in the search engine