Companies use SEO because they want to improve their online search presence, but for larger brands and national brands, many components of first-page search results are not impacted by SEO.
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Companies employ search engine optimization (SEO) because they want to improve their presence in online searches. However, the truth is that for larger brands — and especially national brands — SEO has little to do with why brands may appear in first-page search results. The central value proposition of SEO can be misleading or at least misunderstood.
Knowledge panels, social accounts, Wikipedia and job review entries are all critical parts of your digital presence. Along with your website, they're the first things that consumers, investors and even journalists will see when they search for your brand.
Yet, despite having greater visibility online, they're not particularly impacted by SEO — especially for direct brand searches. To understand why this would be, let's look at the key components of your digital presence that SEO can help with — and then dig into everything else.
The big 3 of SEO
SEO has three main components: on-site, off-site and technical.
On-site SEO covers all of the copy and metadata on your website and is critical for improving your ranking for specific keywords. For instance, if you're selling artisanal charcoal toothpaste, an on-site SEO strategy will involve creating content around search terms like...
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