How SEO Goes Hand In Hand With Your Singapore Branding

How SEO Goes Hand In Hand With Your Singapore Branding (1)

Surprisingly, there are many Singapore companies that don’t really care about their branding. In fact, many of them figure that as long as their business is ranking for their top keywords, branding doesn’t really matter. This may be true in some cases, but in most, branding could mean the difference between standing out from the competition or blending in with the rest of the crowd.

 

The truth is, there’s more to digital marketing success than rankings. When faced with choosing between you and the competition, the user will often click the site that offers the best branding experience. And that’s because they often associate a positive or negative emotion with it. So branding is essential, especially if you offer a high ticket service or product that requires a lot of consideration.

Companies that are Well-Branded Convert Better in the Search Results

Singapore businesses that have brands that are more established tend to see more organic traffic. Even if your company does a lot of advertising, without a strong brand presence, you’re going to inevitably miss out on a serious amount of visitors. Digital visibility is a must.  

This isn’t to say that advertising is a waste of time. Sure, you want to maintain a great digital presence, but you still need to make sure that you’re spreading awareness about your business. In other words, you shouldn’t put all of your eggs in one basket.


So What Is Branding?

When it comes to defining exactly what branding is, it can be very tricky. In fact, there are many marketers with a lot of experience and an infinite amount of formal education who misinterpret what this process is all about. They often miss out on the big picture altogether and assume that the steps that are taken to brand is actually the branding itself. For example, if you want to make sure that your company is well-branded, then there are several visual guidelines and standards that you must follow, but these guidelines and standards are just one element of branding.


Another element that marketers tend to mistake for branding is awareness. They assume that getting the word out about their business is the branding. But again, this is only a small portion of the process.

Many mistake testimonials and reviews as branding. However, this, like the other is only an element of branding. Sure, customer service is an essential part of establishing trust and credibility with your target audience, but it should not be mistaken for the actual process of branding itself.

So what exactly is branding? Put simply, branding is the process of creating an image for your business that helps to establish a consumer preference for your service or product. All of the previous elements that we have just discussed come together to create this experience.


The Value of Name Recognition

Whether we like it or not, name recognition plays a huge role in the buying decisions of consumers. Whether your company is large or small, whenever a consumer has to choose between several different options, they will likely choose the company that they are more familiar with. No matter their quality of service, they would rather work with the company that they have heard of before.


A great example of this is the technology industry. When computers were becoming more popular, there were many companies that offered quality products. However, when it came down to making the final purchasing decision many consumers went with the bigger names–those that they had seen before. Sure, some of the other companies may have offered cheaper and better products and services, but ultimately, they didn’t know anything about these companies.

In fact, many consumers were of the mindset that if you didn’t choose a company that had a lot of name recognition and something went wrong with your products, then it was the buyer’s own fault. Even if something went wrong with the larger brands then it wasn’t the fault of the buyer because the larger brand was likely known to provide solid solutions.

Things have changed over the last decade. Consumers are now starting to do more research and considering several other factors other than just the size of the company. However, name recognition still plays a significant role in the buyer’s journey, though it does vary depending on the industry. In order to compete, you need to make sure that your brand name is associated with reliability.


Why SEO Professionals Should Care About Branding

When it comes to advertising a new business and creating brand awareness, there are several methods that a Singapore company can use. This is especially the case when it comes to advertising offline. Things like billboards, radio and commercial ads can work wonders. However, what Singapore business owners eventually come to realise is that though effective, these methods can also be rather expensive. And that’s where SEO comes into the picture.

What SEO experts should realise is that the key to name recognition is often great branding. In fact, SEO agencies should get excited when they learn that their new client’s company has absolutely no brand recognition. This creates the perfect opportunity because you’re working with a clean slate. These companies often have limited budgets so SEO can help with recognition especially for services and products that are being researched by the consumer.

What SEO professionals need to do is focus on answering the questions that the consumers have. When you have all of the answers, this helps to build both trust and credibility. The more questions you answer, the more potential customers will see your name and realise that your products or services may be just what they are looking for.

Superior Ways of Using SEO to Increase Brand Awareness

Increasing brand awareness is one of the most important responsibilities of brand managers and marketers. If you want to increase the awareness of our business brand, you should consider investing in Search Engine Optimization (SEO). According to a MarketingDive survey, 82% of marketers believe SEO is increasing becoming popular due to more businesses embracing its potent ability to foster growth. 

As you already know, the secret to building strong brand awareness is to expose your brand to your target audience regularly. Consumers learn about the products or services of your business due to your efforts to promote your brand. Constantly exposing your business to consumers while impressing them with great experiences will make them trust your brand more and increase their loyalty, thus boosting your business performance.

Businesses have become aware of the importance of dedicating their efforts to SEO marketing leading to stiff competition. Therefore, you have to become innovative to stay ahead of your competitors. Gone are the days when digital marketers would stuff their landing pages with their brand’s name. Instead, you will need an intelligent SEO strategy these days for both local and worldwide visibility.

Search engine algorithms have become more innovative, more sophisticated, and much more user-focused as technology advances. As a result, brands are now competing for a spot in the global market, which is quite a challenge. However, SEO may help your brand stand out from the crowd since we have already seen the results.

Before we look at using SEO to increase brand awareness, it is crucial to understand it.

What Is SEO?

Search engine optimization entails systematically customizing your website’s content so that it appears higher and frequently in the searches of internet users. SEO boosts your ranking by generating more clicks from the search engine results page.

This process starts with selecting keywords linked to the brand you wish to optimize for, thus enhancing your website’s content appropriately. SEO tactics and strategies to promote your branding efforts include content optimization, link building, keyword ranking improvements, listing maintenance, blog posting, and social media presence. Email marketing is also one of the tactics.

The following four steps make up the majority of your SEO planning process.

Get Ready

In this step, you have to understand your business and identify the goals you want to achieve. Set up analytical tools and build an achievable timeline.

Review and Analysis

Review technical setups and identify the weaknesses. It would help if you also analyzed the available trends and opportunities. Ensure your analysis is comprehensive and competitive.

Plan and Implement

Based on your results, develop your SEO strategy. Look out for both immediate and long-term opportunities and apply the optimization to every channel.

Measure, Report, and Optimize

Based on the data collected, measure your results. You should also pay close attention to reports and trends. Finally, make a checklist of recommended practices and Keep testing and learning.

Why Is SEO Important in Promoting Brand Awareness?

More than 70% of users will click on one of the top five choices on their search engine results. Therefore, if you have a blog, an online shop, or a website, their rankings on google can impact your branding efforts’ success. In addition, these top slots are associated with a high level of trust.

If you want your digital marketing efforts to be a success, you should consider SEO. It will make you stay ahead of your competition, leading to increased chances of your business success. Consumers tend to evaluate the image of your brand based on a variety of factors. Findability is one of them.

How To Use SEO to Increase Brand Awareness

Even though SEO helps increase the awareness of your brand, there are several ways to use it to ensure it is a success. You may find yourself wondering how to use it to make it effective. To avoid making mistakes, you may seek help from the MediaOne marketing company. Here are some of the ways you can use it to increase the success of your business.

1. Link Building

In today’s digital marketing world, establishing links from other websites to your own has become successful. Google analyzes links to determine what information on your site is relevant to the search and its worth.

When the bot scans your site, it will be guided by an effective internal connecting system. For example, what are the connections between each page, and which page on your website is more important? Then, the bot explores these links to display pages and decides why they are significant to the search result.

Ways To Acquire Links

Link building is one of the complex tasks in search engine optimization. However, if you manage to crack it, you will be ahead of your competitors by far.

Broken link building, infographic creation, and active participation in social media groups are all effective ways to establish strong links.

When you gain a lot of traction on sites like Reddit, your brand recognition will skyrocket, and backlinks will automatically follow. So both branding and SEO benefit naturally.

Why Is Link Building important in increasing brand awareness?

Search engines use links to find new websites and determine where a web page should appear in their results. Therefore, your ranking is influenced by the number of external links connecting to your page. If many external links point to your website, you will gain a bigger audience, thus promoting your business.

2. Use Optimized Key Phrases

If you plan your keywords well, SEO will become a success. Keywords matter to both users and search engines. These keywords tell search engines that you have relevant information to communicate.

Optimized keywords are ideal for your brand to attract quality traffic to your website. Before people search for information online, they already know what they want. If they find the keyword fast, they may land on your page.

You can find these keywords by studying your industry extensively and researching what your competitors have to offer. You can also assess the traffic potential by evaluating the popularity of key phrases, giving you a more realistic picture of the digital market.

When searching for these keywords, you should look for keywords in line with your business objectives.

3. Deliver Quality and Optimized Content to Your Audience

Content marketing is one of the effective ways to spread the word about your business brand. Combining SEO with branding using content marketing will produce tremendous results.

Many people do not visit online pages to search for your page specifically. They instead type keywords related to the product or service they want. Therefore, you must optimize your content to incorporate the keywords and phrases that your target audience and industry use to guarantee that your business stands out among your rivals.

Content that has been optimized generates more data and leads. Therefore, one of the most important factors is that your content is updated and of good quality. Furthermore, your content must also be the kind of content your target audience is searching for during the awareness stage.

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How to update Content on Your Website

Updating entails more than just replacing outdated information in the article. It would be helpful to fix anything broken, such as broken links, obsolete graphics and data, and poor grammar.

 To compete for Google’s selected snippets, make it longer, update the title, and include a table of contents. Remember to change the publication date as well. Both users and search engines will not pay attention to information from a long time ago.

Remember that content marketing and SEO can make your business rank at the top if used appropriately. If your content is top-notch, you will see results in no time.

4. Integrate Other Channels With SEO

76% of marketers confirmed that they use social media for a more comprehensive platform. People do not rely on keywords from Google only anymore. They are active on Twitter, Facebook, Reddit, Pinterest, Linked In, and other social media platforms.

Organic traffic is significant, but it is not simple to come by today’s internet marketing industry. Therefore, integrating another marketing channel may require extra effort. You may even need to spend money on sponsored campaigns to have your content viewed. Regardless, the benefits of such integrations are worth it.

Social media and SEO work effectively together to communicate to your target audience and increase brand awareness. One of the most effective methods to engage your audience, develop brand loyalty, and maintain your reputation is through social media.

 Always make sure your social media channels are optimized to generate traffic and money back to your website. The data from keyword and competition research should be used to improve your social postings. To maximize your visibility, develop social material tied to hot issues, and analyze your target market using comments, likes, and shares.

 If you decide to use social media to impact SEO for company brand exposure, you must be committed and exercise patience to get results. It is not advisable to publish content and then forget about it. You must create a community on your social media platforms and be available for them when they want assistance.

As organic reach declines, sponsored ads and like and follower campaigns are pretty beneficial in this situation. You may shift some of your marketing budgets to sponsored ads, where you can use target keywords and audiences to customize your campaign content. As a result, your posts will reach a wider audience, increasing brand awareness and, in most circumstances, drive traffic to your website.

5. Use Long-tail Keywords

New sites find it hard to surpass established websites in related short keyword phrases. However, they should not be too worried because they can seek advice from MediaOne marketing companies to help them identify less competitive keywords. Short tail keywords have a higher search volume, implying a higher level of competitiveness. However, their conversion rates are lower, which means they are more expensive.

Targeting long-tail keywords is a better option since they have fewer competitors and provide more leads. Ubersuggest is the ideal tool for finding long-tail keywords. This tool is easy to use, and it only takes a short time.

Long-tail keywords are more precise. They may have smaller search volumes, but they help steadily increase traffic to your site, leading to more excellent conversion rates in most cases. Moreover, Long-tail keywords help you stand out by enabling you to target a more motivated audience.

Remember, the consumer’s intentions while searching is the underlying reasoning behind keywords. Therefore, long-tail keywords make it possible to reach audiences that would have been difficult to get. These intentions can be summed up as follows.

Navigational

The goal is to get to a specific website, person, or brand. These are highly specialized, and the majority of them seek a particular subject. 

Informational

These searches are looking for broader material and appear on several web pages.

Transactional

The goal is to get assistance in finishing tasks.

Commercial

This search is your typical, routine search before making a purchase.

6. Target Niche Audiences

Nowadays, businesses have more interactive activities with their customer base. They do not just talk and leave everything there. As a result, these customers can help you build your brand.

Small companies may utilize strategic keyword research to obtain an advantage over their competition and develop an overly focused brand for the big win by targeting a specific audience.

Targeting a specific audience can help you build your brand by focusing keywords on a particular niche. As a result, you will have a far better chance of attracting new consumers, interacting with existing ones, and effectively targeting your offers.

The fact is, focused brands are successful, and conducting proper keyword research can help you dominate your niche.

7. Creating Blogs

The importance of having a blog is growing. Blogs will help your new and existing consumers get more information about your brand, industry, and goods and services. It will also aid your SEO approach.

A good blog may help you improve your SEO rating, get more clicks from search engines, and convert those clicks into purchases.

For the blog post to be effective, it should have an appropriate mix of keywords in the total word count. It should also have relevant pictures and videos as well as links to and from your website.

Five Common Branding Mistakes Brands Make

As a business person, it is important to have a tool that communicates about your business. Having the branding tool means that you can connect with your audience. Connecting with your audience is the main aim of your business because it will help build your brand. 

However, these tools may not communicate effectively sometimes. This scenario may be due to some branding mistakes made. These mistakes may or may not be intentional, making it hard for you to connect with your audience. Not being able to connect with your audience may crumble your business. 

Below are some common branding mistakes made by businesses, how to fix them, and why you need to avoid them.

1. Meaningless Logo

Designing logos may be fun, but it can also be a lot of work. It involves a lot of thinking and brainstorming. Sure, you may create a beautiful design and call it a day, but an attractive logo alone does not fully communicate to your audience.

A powerful logo supports and promotes your company’s fundamental identity and mission. It will also help build brand trust

Why You Should Avoid This Mistake

If your logo is not well designed, it will not convey your business’s right information to your target audience. If customers do not understand the aim of your business well, you may lose both existing and potential customers.

How To Fix 

Suppose you are struggling to come up with a logo that communicates effectively about your business. Look for information online on how to come up with a logo that will boost your business and the mistakes to avoid when designing a logo. You seek advice from a professional logo designer.

2. Being Inconsistent

Consistency is essential in promoting your brand performance. An inconsistent image of your brand may cause harm to your business. Using different colour schemes on other platforms or switching logos often are examples of inconsistency.

Why You Should Avoid This Mistake

Failure to portray your company uniformly will negatively impact your brand. The problem of having an inconsistent brand identity is that your customers will be confused and start doubting your business’s eligibility.

Customers doubting your business is something you don’t want to happen to your brand identity.

How To Fix

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If you want to stay consistent in your brand image, consider creating style guidelines for your brand. Style guidelines is a document that specifies how to combine different parts into a coherent system. 

If you are using different forms of marketing like social media, email marketing, websites, newsletters, and media artwork, gather them and check if they have uniform brand images. You can also use an independent third-party partner, such as a MediaOne marketing company or consultancy firm. They will give you an unbiased view.

3. Not Checking for Logo Originality

Sometimes, it is good to draw inspiration from other brands. However, for you to stay ahead of your competition, your logo should be original. It should resemble the logos of other businesses that are already in the market.

Why You Should Avoid This Mistake

As a business, the main aim of promoting your brand image is to stay ahead of your competition. If you design a logo similar to other companies already in the market, you will confuse your clients. They may not know which one is your business, and they may end up buying from your competition, thus affecting your sales.

At times, your business may suffer the risk of being sued for copyright infringement. Being sued is the last thing you would want in your business because lawsuits waste resources and time. The suits may also make your branding efforts go to waste.

How To Fix

To avoid this situation, you should conduct proper research to see any business with a similar logo. You can run the study using google reverse search for images. If you find a logo similar to yours, adjust it until it looks original.

Alternatively, you may opt to visit business directory websites to search for other similar businesses in the industry you want to major in. It is a good idea to keep an eye on your direct and local competition as a precaution.

4. Not Having a Target Audience

Not everyone can pay attention to your business. Every person has different needs, and so they may not necessarily be the right audience for your business. To appeal to your target audience, you must first determine who you want to reach and then modify how to communicate and present yourself. Always ensure you pick elements that will attract them.

Why You Should Avoid This Mistake

If you do not have a target audience in mind, you do not have the right information about them. Therefore, you may not be able to deliver the message effectively. Therefore, these buyers may feel isolated, and they may choose not to buy from your business.

How To Fix

Begin by determining your target audience’s demographics, such as age, gender, and educational level. If you follow that, you may develop a buyer personality which is a fictionalized version of them. Moreover, it will assist you in identifying common ground and determining how to communicate your message effectively.

You can also opt to conduct market research. Market research helps you to identify the needs, desires, and potential changes of your target audience. It explores their passions, likes, and dislikes. 

You may also undertake surveys to obtain more relevant information. The surveys are ideal for businesses that are having trouble locating a certain piece of information.

5. Clunky website

Good brand identity includes having a well-designed website. The website should also have relevant information that effectively communicates about your business. It should also be designed to make it easy for people to navigate and locate the information they want easily. In addition, the website should also be responsive.

Why you Should Avoid This Mistake

Nowadays, people are very busy and do not have time to waste trying to search for information from your website. If your website is poorly organized or keeps buffering, the high chances are that they will leave the site and go to one that is easy to navigate. Therefore, you will lose potential clients.

How To Fix 

When designing a website, ensure you make something that is user-friendly. To be successful in this digital marketing space, consider hiring a professional web designer to assist you.


The Takeaway

When it comes to SEO, Singapore business owners tend to get too caught up in using the right keywords to get to the top of the search engine. They become overly concerned about what Google thinks and how they can please the search engine crawlers. However, this often leads to a huge missed opportunity.

Promoting brand awareness is crucial to your business. It will ensure you stay ahead of your competition, thus boosting your business performance. However, sometimes you may make mistakes when branding your business. That does not mean that your business will not perform since these mistakes can be corrected.

The key to good branding is to garner as much name recognition as possible. Sure, consumers are doing a lot of research before making their final purchases these days, but name recognition is still a huge factor. People are more comfortable with buying from a company that they are used to seeing. So when you think about the perfect SEO marketing strategy, don’t just focus on the technical side, you need to create an experience. Answer people’s questions so that they realise your products and services are the answer.

 

Author Bio

Tom Koh is widely recognised as a leading SEO consultant in Asia who has worked to transform the online visibility of the leading organisations such as SingTel, Capitaland, Maybank, P&G, WWF, etc. Recently he was instrumental in consulting for a New York-based US$30B fund in an US$4Bn acquisition. Tom is a Computational Science graduate of the National University of Singapore. In his free time he performs pro-bono community work and traveling.
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How SEO Goes Hand In Hand With Your Singapore Branding - MediaOne