Splash Omnimedia Blog:

Build it and they will come. Wouldn’t it be nice if that was how it worked in business? You can offer the best service in the world at the best prices, but if people don’t know your brand then you won’t make a single sale. To solve this issue, marketers focus many efforts towards increasing brand awareness and driving traffic both online and to brick-and-mortar stores.

Sometimes businesses have the opposite problem; they are doing everything right to bring customers in but just can’t seem to convert that website traffic into sales. Creating an effective SEO or social media strategy will bring potential customers to your site, but converting those visitors to loyal customers takes much more than impressive traffic numbers.  For maximum benefit from online marketing, you need to maximize both traffic and conversion rates (see picture below).

Why SEO and branding need each other

Branding is the whole experience. For search engine optimization to result in conversions (sales), you need to consider how all aspects of marketing work together to create synergy for a more successful whole. An SEO strategy is much more effective and has greater chance for success when incorporated into the overall branding strategy.

SEO and branding work together to create a feedback loop that will take your business to the top.

How branding improves SEO

• Increase website conversion rates. As you differentiate your brand and position your company directly in front of your target market online, your search engine referral traffic will be more likely to convert as searchers find exactly what they are looking for on your website.
• Increase click-through-rate. Having a strong and well-known brand will increase the power of your SEO efforts by influencing a higher click through rate as searchers recognize brand authority.

How SEO improves branding

• Increase brand reach and awareness. As rankings increase for a diverse set of industry related keywords, your brand name will be in front of more potential customers that are already looking for a business just like yours.
• Increase brand loyalty and credibility. Repetition is key. Showing up in as many places on the web as possible creates a sense of authority in your niche that will improve both the loyalty and credibility of your brand to potential customers.

Does your marketing mix work together to help your company grow larger than the sum of its parts? Or does your business throw strategies at the wall hoping for something to stick? Contact us for a free marketing consultation to learn how we can help you blend your marketing ‘ingredients’ into a perfect medley.