While lots of people assume that a customer’s first interaction with your brand occurs on your website, the reality is that it actually happens on Google’s SERPs. Therefore, having the ability to influence a potential customer’s first interaction with your brand can make a huge difference as far as conversion rates are concerned. Therefore, let’s take a closer look at some of the ways that you can own your branded keywords in Google Search.
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Identify the issue
Any initial perception a visitor has of your brand is controlled by the SERP. When you think about it, this means that Google has a considerable amount of power in terms of how your site is portrayed, and it is a breeding ground for misinterpretation. After all, the way that your brand is perceived can affect your rate of conversion, amplification, and customer satisfaction. So, if you don’t try and influence the perception of your brand before visitors land on your website, it can cause you a big problem. Therefore, it bodes the question – what can you do about it?
Change the content of your pages that rank
If there are bad reviews about your site or if someone has written inaccurate information about your brand, you can change the content on the pages that rank on Google. You can do this by shaking things up and influencing SEO to ensure that your customers see what you want them to see.
Alter the SERP features
Another good option is to welcome the various features available to you in order to influence customer behaviour. A great example of this is sharing product images or compelling testimonials, as they’re both excellent ways to downplay the impact that negative reviews can have on your brand.
Share positive testimonials
If you have received some positive PR for your brand, you can take action to ensure that Google sees it. In other words, you need to optimise it so that it appears high in Google’s search results. This is something that you can do by improving your SEO, but ensuring that positive PR articles appear high up on Google’s search results can make a big impact on the way that your brand is perceived.
Three tactics to own your branded keywords
SEO is inherently tactical, which means employing the right tactics can pay dividends. Here are three tactics that will enable you to own your branded keywords:
Tactic 1 – Guest posts
Producing unique and compelling content to share as guest posts is a great way to control the conversation about your brand in the search results. Consider crafting content that can be featured on the likes of Medium, LinkedIn, or the Huffington Post, for instance, as they can all work wonders for the way your brand appears in the SERPs.
Tactic 2 – Pitch your brand to content creators
To breathe new life into your brand, it’s a good idea to reach out to third-party content creators to help you. For instance, a content creator with a leading blog could write a compelling piece about your products and services, which is a handy approach for building a portfolio of positive articles written about your brand.
Tactic 3 – Consider different keywords and phrases
The words and phrases that you use to market your products and services will make a big difference in how other people find you online. You can control the narrative by looking for terms that rank highly and are relevant to your brand. For instance, you could change your keyphrase from “sustainable period products” to “ethical period products” and build your brand around ranking for this keyphrase instead. You can then work with content creators and influencers to change the conversation that people are having about your products.
The bottom line
The fact that people can base their opinion on your brand on what others say about you seems a little unfair, which is why it’s so important to wrestle back control of the conversation. If you need some help with your SEO, reach out to Terrier for a no-nonsense approach to SEO that will help you rephrase the conversation.
