Here is why marketers need to remember that brand is their secret SEO weapon - The Drum

Brands and the new rules of SEO marketing

Kieran Reed, senior marketing manager at Australian-indie agency Alpha Digital says it is time for marketers to invest in brand above all else, to get the optimum results in SEO (search engine optimization).

SEO has always been about the position. Ranking one on page one of Google when someone types your keywords is the ultimate. A grail that soon became the only request and almost expectation from marketers. However, the world, along with search, has changed a lot in the past 18-24 months.

Build it well and they will come

Google has leveled the field in terms of ensuring that your position is more accurately based on the value you’re offering to the searcher, rather than any manipulative SEO tricks. Google has discounted abusive tactics for years, and its latest algorithm update further improved Google’s ability to detect and discount spam and manipulative tactics.

Delivering value to the reader remains the base on which Google will reward the marketers. This has been the recommendation for the best part of the last decade, but the organic search rewards are now even greater for marketers who are thinking like their customers and providing the experience that matches.

Switching the battleground

Traditionally we would spend a long time with a brand devising broad category type keywords and a strategy to deliver visibility against them. This is becoming much more crowded over the past few years. Now that has changed; competition...

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