Search Engine Optimization as Branding Tool
Just as brick-and-mortar companies take great care and efforts in creating, developing and sustaining strong brand image of themselves as well as their products, a similar strategy is adopted or rather needs to be adopted for online companies (and also the online arms of brick-and-mortar companies).
The stronger the brand is the greater is the possibility of consumers remembering the products the company sells whenever they feel the desire to purchase a product. That is stronger the brand and its awareness among the population, higher is the recall of the brand during purchase decision making process.
Similarly the fate of online firms getting qualified online traffic depends on how many times the firm’s website figures among the top searches every time a search is made for products they sell or services they offer.
Every time they appear in the top slots in the search engine result pages (SERPs), their listing- directly and indirectly - creates a credible position for themselves in the mind of the searchers and thus creating awareness and enhancing their brand image.
The more their website figure among the searches for popular keywords, the more their brand image gets enhanced/reinforced (gain credibility) and the better chances they have of prospect customers (who have just advanced from researching to identifying step in buying process) visiting them directly instead of finding them through the search process. Visitors may do an online credible check just to see if the brand image persists and also to confirm their impression.
Thus the process of search engine optimization doesn’t end with getting top rankings of their website. On the other hand it becomes more of a Brand awareness creation and reinforcement tool.
Firms have been using Paid advertising in the form of Pay-per-click advertising on popular search platforms like Google (Google AdWords) and Overture (a Yahoo! company) for branding purpose. Paid placements have been the most sought after marketing & advertising tool for firms for so many years now and if statistics are to be believed budget earmarked every year towards paid marketing or giving collective term- search marketing- has been increasing year after year.
But with growing percentage of marketing budget allocated for Organic SEO, it’s a good sign and also about time firms get a good understanding of their objective from search engine optimization campaigns.
Through search engine optimization process, websites are made search engine friendly so much so that they rank better then other websites in the search engine result pages (SERPs).
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