SEO used to be primarily focused on keywords, backlinks, and technical fixes. But today, branding is the pillar of SEO. Without a strong brand, your site may rank, but it won’t convert. So, how important is branding for SEO?
In this guide, we’ll show you why branding is the new backbone of SEO and how you can build one that wins both rankings and loyal customers. Right now!
Key Takeaways
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The Four Traditional SEO Pillars of the Past
Before we explore the power of branding, it is helpful to understand the foundation of SEO. For years, most strategies were built on four key pillars. These are still essential for a healthy website, but they are no longer enough to dominate the competition on their own.
Content
Content pillars help websites rank for non-branded keywords
Content is the core of your website. It is about creating high-quality, relevant articles, videos, and pages that answer the questions your audience is asking. Good content must meet the user’s search intent. Without useful content, there is nothing for Google to rank.
A specific example would be a travel blog. Instead of a generic post, it could create a detailed “3-Day Itinerary for Thailand,” complete with a budget breakdown, local food recommendations, and videos of the dunes. This highly specific content solves a real problem for travelers and establishes expertise.
Technical SEO
Technical SEO focuses on the behind-the-scenes aspects of your website. This includes making your site fast, mobile-friendly, and secure. It also involves making sure search engines can easily crawl and index your pages. A poor technical setup can make your site invisible to Google, no matter how great your content is.
For instance, with over 60% of searches coming from mobile, a fast mobile site is non-negotiable. If a potential customer in Cheng Mai has to pinch and zoom to read your restaurant menu on their phone, they will leave and go to a competitor’s mobile-friendly site in seconds.
On-Page SEO
On-page SEO involves optimizing individual web pages to rank higher. This is where you work on elements directly on the page, such as titles, meta descriptions, headings, and internal links. Good on-page SEO helps search engines understand the context of your content and improves the user experience.
Off-Page SEO
Building backlinks and gaining trust from external sources
Off-page SEO is about building your website’s authority and reputation from external sources. The most common off-page tactic is link building, which is getting other reputable websites to link back to yours. These links act as “votes of confidence,” telling Google that your site is trustworthy.
What Is Branded Search and Why Is It So Important?
Branded search shows people are looking for you – not just what you sell
Branded search is when someone searches on Google using your specific company or product name. Highly branded search queries show Google that your brand is popular and trusted, which directly leads to higher-quality traffic, better conversion rates, and improved SEO authority.
According to a study by Backlinko, a top result on Google’s first page has a click-through rate (CTR) of 27.6%. However, when a search includes a brand name, that brand’s website often dominates the results and captures an even higher share of clicks.
For example, searching for “Everlooom” instead of “clothing store” is a branded search. This type of search is incredibly valuable and has become a major focus for modern SEO.
Branded search is important for several key reasons:
- It signals trust to Google: A high volume of searches for your brand name tells Google that you are a legitimate and popular entity. This trust can boost the rankings of all your pages.
- It leads to higher conversions: Visitors arriving from a branded search are often further along in the buying journey. They are not just browsing; they are actively seeking you out.
- It builds authority: As more people search for you, Google begins to see your website as the definitive source for those terms. This builds your site’s overall authority and makes it easier to rank for other, non-branded keywords.
Ultimately, a strong brand creates a protective moat around your search rankings that competitors find very difficult to cross.
How to Start Building Your Brand on Google
Building a brand doesn’t happen overnight. It requires a consistent effort across many channels. The goal is to make your brand a recognized name in your field. Here are three effective strategies to help build powerful brand signals for search engines.
Focus on Public Relations (PR)
Focusing on PR builds credibility and earns brand mentions
Getting your brand mentioned in online publications, news articles, and industry blogs is a great way to build trust. When a respected website talks about you, it tells search engines that your brand is credible. This can also earn you valuable backlinks and introduce your brand to new audiences.
For example, a small software company in Thailand pitched its business story to Tech in Asia, which published a prominent tech article. Suddenly, thousands of potential customers read the article and learned about them, and other tech blogs started mentioning the story.
Get Key Members of Your Brand on Air
Encourage your company’s leaders, like the CEO or other experts, to become voices for your brand. They can write articles, speak at events, or appear on podcasts. When your key team members build their own authority, it strengthens your company’s overall brand authority and SEO.
Consider Rand Fishkin, the founder of Moz. For years, his “Whiteboard Friday” video series made him a deeply trusted expert in SEO. People didn’t just trust Moz (the company); they trusted Rand’s advice. His personal authority became the company’s authority.
Build Content That Stands Out
In a world overflowing with generic content, you must create something unique to get noticed. This could be original research, in-depth case studies based on your own data, or powerful customer stories.
Instead of writing another blog post titled “Why Backlinks Are Important,” the SEO company Backlinko analyzed 11.8 million Google search results to find out which factors actually correlate with first-page rankings. This original data study became a landmark piece of content that competitors could not replicate.
How to Track Your Brand Building Process
Tracking your brand-building efforts is crucial to understanding what works. It shows you the real branding impact on search rankings and helps you refine your strategy over time. Here are the key ways to track your progress:
Measure branded traffic and search volume
Use tools like Google Search Console to measure your branded search volume
Use a tool like Google Search Console to see how many people are searching for your brand name. To do this, go to your Performance report, click “+ New” > “Query…” and filter for queries containing your brand name. If this number is going up over time, your brand awareness is growing.
You also check Google Trends and see that your search volume is flat. You then pay for a feature on a popular coffee influencer’s YouTube channel. The next month, you check Google Trends again and see a 200% spike in people searching “Kopi Coffee Roasters.” This is clear proof that your campaign worked.
Monitor brand mentions SEO
Keep track of how often your brand is mentioned across the web. This includes news articles, blogs, forums, and social media. An increase in mentions shows that your brand is becoming part of the conversation in your industry. You can use free tools like Google Alerts or paid services like Brand24.
For example, set up an alert for “Golden Owl Digital” to get an email every time your brand is mentioned on a new webpage. An increase in mentions, even without links, shows that your brand is becoming part of the industry conversation.
Track your brand’s position
See where your brand appears on different platforms. This isn’t just about Google search. Check if your brand is showing up in AI-powered search results, on social media platforms, and in relevant online communities.
For example, you can ask an AI chatbot, “What are the best software development companies in Thailand?” and see if your name appears. A strong brand has a presence everywhere its customers are.
Conclusion
SEO is no longer just about keywords and links. It’s about who you are and how people talk about you. A strong brand creates trust, drives traffic, and lifts your rankings. Whether you’re a startup or a global company, branding is now essential for SEO success.
At Golden Owl Digital, we understand that true digital success comes from a strategy that combines technical excellence with authentic brand building. Reach out to us to optimize your site for Google’s latest tools.
