The modern SEO is not as it was 4-5 years back. With so much updates in Google Algorithm, SEO has changed a lot. Your website can’t rank higher just by building quantity of links on web directories because the older ranking tactics are almost dead.
Considering the latest SEO ranking factors, there may be a question on your mind whether branding is a ranking factor or not. Many of the search marketers have a misconception in their mind that brand doesn’t have any impact on search rankings. Let’s clear this misconception:
Here are four major points described below that will help you to get the answer.
1. Brand Helps in earning quality links
The most effective technique in modern SEO to boost the visibility of a website is to earn quality links from authoritative websites. Google counts the quality backlinks as one of the major ranking factors. There are lots of methods to get quality links but one of the powerful methods, which is thriving over the SEO landscape is “content marketing”. Branding make the content marketing very easy without making any extra efforts. Let me make my point clear with a simple example.
Suppose you have created a good quality content and want to post it on a high authority website. But website owner might have in his mind “Content is good, providing great services, but I have never heard about this brand before”. Now there is less chance that your content will be accepted.
On the other side, if millions of people are talking about your brand, then there are 90% chances to get linked on high authority sites. It means that you can easily earn quality links if your brand has a good presence in the market.
2. Strong brand reputation quickly raises the social signals
In recent years social signals have become an emerging SEO factor and continually revolving around it. However, social signals are not considered as a direct ranking factor, but they have a great relation and impact on search ranking.
The entire social media rely on the strong presence of brand in the market and this presence helps to rapidly increase the likes and shares on social sites. This high number of social shares and likes help Google to understand how trustworthy your brand is and how many people like to talk about your brand. A brand name with millions of social shares on Facebook and millions of followers on Twitter will definitely get the ranking bonus as compared to the brand with only 100 shares and followers.
3. Brand Increases Click Through Rate
Google loves to deliver the most relevant and valuable results to its users. Thus, Google determines the most relevant result for a particular search query by considering the CTR of that website. In the organic Google search results CTR is highly affected by brand name.
If a website appearing on first position in search results does not have a high click through rate in comparison to website ranked at four or five positions, then Google will move it down in the search results.
The power of a brand will lead to high a click through rate even if it appears on lower results. When Google sees that the website on lower position has a high click through rate than the upper results, it will definitely place it to the higher positions. Google likes to reward those websites that have high click through rates. Branding improves the click through rate, which in turn boost your website’s presence in search results.
4. Brand helps to Build trust among users
If you buy a new smartphone, which is recently launched in the market, and find it good, then you will also suggest it to your friends and relatives to buy it. Here what you are doing, you are suggesting them just because you have used this device and believes that it has no problems.
In the language of SEO you are building a trust about your phone. Same concept works here in branding. If your brand is trusted by millions of people, then you will get high traffic volume on your website.
Now you can understand whether brand plays an important role in SEO or not. Branding is not a ranking factor but it has a positive impact on SEO in terms of above four points. Thus, it is good to invest in branding because it is one of the best ways to build a strong presence of your website on Google SERP.