Why does a brand need SEO: answers to important questions

SEO optimization remains one of the most effective ways to promote websites. In most cases, the semantic core used for SEO is built around thematic keywords, while branded traffic is completely overlooked. This is a major mistake, because this type of traffic can significantly increase sales.
The opposite can also happen: large brands that already hold leading positions in their niche may completely abandon SEO. Their main argument is the company’s popularity and the belief that they will never run out of customers. However, regardless of the situation, a brand should work with SEO, just as SEO optimization should take branded traffic into account. Let’s take a closer look at how these two areas interact in this article!

Let’s answer right away: yes, it does. Here’s why even a large brand needs SEO.

1. It increases targeted traffic.
2. The main goal of SEO is to bring as much targeted traffic to a website as possible. Therefore, optimizing for queries that include the brand name along with the products or services it offers can generate even more leads.
3. It makes the brand more visible in search results.
4. A large brand should be as visible as possible to its target audience. For example, if you’re looking for a smartphone and enter a relevant query without specifying a brand, you’ll still see companies such as Apple, Samsung, and other major players. This level of visibility and recognition is the ideal every brand in its industry should strive for.
5. It helps promote new products or services faster.
6. No company simply stops at what it has already achieved — it constantly expands its product range. Put yourself in the position of a user looking for a new type of product or service. How likely are you to choose an offer from a well-known brand over one from a company you’re less familiar with? We’re confident the answer is: highly likely.

The obvious conclusion is that non-branded traffic is what can demonstrate how well an SEO strategy has been built and what results it actually delivers.

And if you’d like to learn more about how to create your own website, you can read our article.

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To increase the flow of non-branded traffic to the website of any well-known brand, you need to build an SEO strategy around the following steps:

Conduct a website audit aimed at identifying the untapped potential of the resource and determining the obstacles that prevent the project from growing.

Analyze opportunities for expanding the website structure.

Optimize the website technically and fix errors across its pages.

Build the website’s semantic core, including both brand-related queries and queries covering the full range of the brand’s products or services.

Build a healthy backlink profile. It is important to remove links coming from low-quality or unreliable websites.

If every stage is properly organized, the result will be exactly what we discussed in the first section: increased targeted traffic, better visibility in search results, and more effective promotion of new products and services.

Now let’s look at the interaction between SEO and branding from another perspective: how search engine optimization can improve brand awareness. Here, we need to consider several important questions.

Branded traffic refers to the part of your audience that arrives at your website through search queries containing your brand name. Experience shows that conversion rates from this type of traffic can be significantly higher than from generic organic traffic. User behavior is also different: they know exactly what they are looking for. Their goal is to make a purchase as quickly and easily as possible. That’s why increasing branded traffic is an important part of an effective SEO strategy for a company’s website.

You should start by conducting comprehensive research into existing branded search queries. If you already have a working website, this can be done using Google Analytics or Yandex. Next, divide the collected queries into commercial and branded ones, and create a separate category for queries that contain the company name itself. It is also worth analyzing reviews about your business.

There are many effective techniques for optimizing a website with a focus on brand visibility. Here are some of the most popular and effective ones:

• Use the company or brand name in the website domain. If your goal is to promote a brand that is not associated with the domain name of an existing website, consider creating a separate website for it. Choose an appropriate domain name and set up a 301 redirect to the website you are already promoting.
• Use the brand name as anchor text for external links. You can also use the website URL as anchor text, removing the “http” prefix.
• Set up Yandex Business Directory and Google My Business. This technique is particularly effective for regional businesses.
• Get an NAP citation — a way for search engines to recognize and associate your brand with its business information. NAP stands for Name + Address + Phone. This is typically established through Google My Business when the submitted business information is verified.
• Regularly publish articles about your company or mentioning your brand on relevant industry websites.
• Register your brand across relevant platforms, including directories, forums, and business listings.
• Optimize the content on your website. Add your brand name to existing articles and regularly write about the company on your blog and relevant external forums.
• Use the potential of LinkedIn. Create a company profile and encourage employees to add the company as their workplace. Many SEO professionals consider this a positive signal for search engines and a way to strengthen the brand’s authority.
• Use other marketing channels to increase the volume of branded searches. These can include active social media campaigns as well as offline activities, such as participating in events and distributing company brochures and flyers.

The key thing to understand is that search engines will track how frequently users search for your brand and how many quality links to your website appear on other sources. As a result, your search rankings can improve significantly. Alongside SEO optimization, you should also run different types of advertising campaigns — at the very least, search and display advertising.

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So, what do we gain by using branding as part of an SEO strategy? First, despite changes to search engine algorithms, the website can maintain high rankings thanks to strong branded traffic. Second, the CTR (click-through rate) can be significantly higher than for non-branded queries. Third, a high number of visits can come from an already “warmed-up” audience that is specifically interested in the brand.

It is worth noting that optimizing for branded queries works even in narrow niches. A large share of branded traffic can provide a higher return.

Content remains a key tool in SEO. When the goal is to increase brand awareness, two proven strategies can be used:

• fill the website with useful information to attract the target audience;
• talk about your brand on other websites and platforms.

Here’s a simple example: imagine we have a website for a branded shoe store. Naturally, there are plenty of competitors targeting commercial search queries. But to strengthen the store’s name and brand in the minds of potential customers, we can actively focus on informational traffic.
A good solution is to create a relevant blog on the website. You can publish articles covering popular and industry-specific search queries. With a well-structured article, an appropriate amount of filler content, and enough relevant keywords, it is quite possible to appear in Google’s featured snippets.
Whether every visitor will convert is another question, but the brand itself can become associated with expertise. By publishing content consistently, you can grow your audience over time and reach more potential customers.
You can also collaborate with other brands in related niches. For example, a shoe brand could publish a partnership article together with a bag or clothing brand. This way, you can gain quality backlinks while also attracting the attention of a new audience.

It is also important to regularly seed content across other platforms. This primarily means sharing articles through social media, forums, and blogging platforms. Email marketing can also be effective. Of course, this is an additional point of contact with your target audience, but it is also an important part of a comprehensive website promotion strategy.

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