Brand awareness is one of the most important ranking factors for search engines

Building a strong brand always includes competent positioning and raising awareness, and this approach is the key to attracting the most loyal traffic in search engines and natural recognition of the company by the target audience. This strategy allows brands to grow steadily, ensuring a high quality of interaction with users of various types. How exactly it works and why it is important to invest resources in these aspects of marketing will be explained by the experts of the tactical creative agency Rocketmen.

How does developing a brand affect its future recognition? 

This indicator is one of the key aspects of the brand development concept. Awareness is measured by how easily a target audience can identify and distinguish a company from its competitors by name, logo or other attributes. In the process of developing brand attributes such as slogans, key messages, tone of voice and visual appeal that reflect the brand book, the company derives its unique identity. These attributes should be integrated into all materials and campaigns to ensure consistency and recognizability in any context.

However, it is not only about simple recognition, but also about the creation of deeper associations and emotional connections with the brand, which significantly influence consumer behavior, their loyalty and devotion. Developing a brand identity is only one of the crucial stages in creating and maintaining an image. A full-fledged identity is more than just a corporate style or a logo. It covers the complete positioning of the company and its communication implementation. Therefore, brand formation includes everything: from clearly defined values ​​and quality of service to managing the client portfolio.

Communication with the target audience is not limited to simple advertising. It includes managing impressions and expectations, as well as maintaining long-term relationships with existing customers — users and supporters of the company. An important part of working with the audience is also:

1. Ensuring quality service.
2. Carrying out promotions that meet the expectations and interests of consumers.
3. A personalized approach to each client.

In order to build a successful and recognizable brand, it is important that a company can effectively communicate its values ​​and benefits while creating a positive experience for its customers.

How does proper branding affect SEO and organic traffic to a company’s website?

Development of own brand is also an important part of an SEO strategy, as a strong, unique brand name increases not only recognition, but also overall visibility in Google’s organic search. The correct setting of organic traffic opens up unlimited opportunities for the company, which are limited only by the specifics of its niche.

Organic traffic falls into two main categories:

• branded traffic;
• normal traffic.

Development of the company’s brand predicts in advance the difference between these types of traffic, which is the search intent and the degree of user awareness of the company’s offerings. Branded traffic comes from users who already know about the brand and its products and enter specific queries related to its name into search engines. These users tend to be more willing to interact with the site, resulting in better behavioral metrics such as lower bounce rates, higher click-through rates (CTRs), and longer time spent on site.

Typical traffic includes users who may not be aware of a business but are looking for general information or products in a given category. The target audience of such traffic is less “warm” to the company, which can lead to higher bounce rates and less engagement.

However, branded traffic is more meaningful to the search engine. It is he who takes over the formation of the main fate of the behavioral indicators of the domain. As a result, the search engine determines the site as a resource with a high level of trust from the target audience, therefore ranks it in high positions in the output even for general queries.

Therefore, professional branding not only strengthens recognition, but also helps generate branded searches that are more valuable for SEO. A recognizable brand attracts quality backlinks and activity on social networks, which also positively affects the ranking of the site in the Google search engine. This contributes to an overall increase in organic traffic, which is the main goal of any SEO strategy.

Global and Ukrainian experience of successful development of brand positioning

Many large companies focus their attention on developing brand positioning, getting mostly branded traffic without actively optimizing for general category queries. For example, Nike has such a strong identity that users enter the company name when searching for athletic shoes instead of generic queries like “white sneakers.” Similarly, McDonald’s gets a large share of traffic from branded searches, ignoring neutral queries such as “fast food”. In the Ukrainian market, PrivatBank, Nova Poshta, Rozetka, Epicentr, ATB and EVA also focus on branded traffic, correctly using their recognition and reputation to attract customers without much effort in optimizing for general queries.