Using SEO to Improve Your Online Reputation
The search engine optimization game is constantly evolving and changing with the algorithms. While this powerful digital marketing method has been used for years as a way to rank websites higher in the SERPs and boost the visibility of websites in the eyes of the online audience, in recent years it has become an integral part of online reputation management. Quite simply, SEO helps your website rank higher, but more importantly in the modern business world, it can help your brand stand out as a powerful authority figure.
There is no denying that websites that rank higher have the potential to score a 20% CTR average, but imagine click-through rates on a website that not only ranks high in the SERPs but also holds a coveted position as one of the leading and most recognizable brands in the field. With all of this in mind, here are the five ways you can use SEO to manage and improve your online reputation.
Brand dissemination and community engagement
The modern consumer is a peculiar being. Highly inquisitive and curious, with a smartphone in their hand and an account on every relevant platform on the web, they will stop at nothing to find out who you are and where your true intentions may lie. In other words, the modern consumer does their research before deciding on a brand, and this research will mostly take place on social media.
Keep in mind that not only are potential customers researching your entire online presence, but that Google’s spiders are doing the same thing. This means that you need to disseminate your brand across the online world and provide all of the necessary information on every relevant platform that could help your rank higher and score positive reviews.
The better the reviews and the higher the engagement with your followers, the better your online reputation will become. With it comes better ranking and a prominent position in your industry. To initiate this snowball effect, make sure you’re:
- Present on every relevant platform.
- Providing detailed information about the company.
- Listing your products and services.
- Posting quality content regularly.
- Engaging with your audience in meaningful conversations and discussions.
- Answering questions and resolving community problems efficiently and effectively.
- Commenting on relevant topics other than your own to associate your brand with the solution.
Creating stellar content across the board
If digital marketers can agree on one thing, it’s that quality content has a significant impact on rankings, and that there is no excuse for posting subpar pieces with poor keyword integration on the web. If you want to make it big in the online world, you need to go above and beyond with your content creation, and it all begins with elevating the proverbial bar. Remember, only stellar content will make it into the top three listings on Google.
However, content creation is not just about answering a problem or integrating keywords – nowadays it’s also about organic brand implementation and storytelling. You need to immerse your readers into the topic in order to boost engagement, shareability, mentions, and of course, minimize your bounce rate. Combining stellar content with careful keyword and brand name integration will deem you worthy in the eyes of Google, and secure a top spot in the SERPs.
Building local authority with market-specific SEO
Another crucial element of authority and a stellar reputation in the digital realm is market-specific SEO. Focusing on local SEO can help your business stand out in your specific marketplace. This is an effective strategy for individual franchise outlets, local businesses catering to a single market, and even global brands who want to ensure brand consistency across the board. New York City is a prime example of the effectiveness of local SEO, as standing out in this bustling beehive has been a pain point for entrepreneurs and business leaders for years.
New York is a highly-competitive area, so it only stands to reason that an agency offering New York SEO services includes comprehensive strategies that use localized keywords to rank the brand higher in its niche and the local marketplace. This will allow the brand to rank higher in the local SERPs, boost brand awareness in the community, and build a more trustworthy relationship with the local demographic.
Emphasizing the video content form
Search engine optimization in its latest form ventures beyond written content and into the realm of video creation. With Google putting emphasis on brands that produce quality videos and integrate relevant keywords into video titles and descriptions, it only stands to reason that you should step up your videography game. Producing content in video form is an excellent way to improve audience engagement and disseminate your content on video platforms such as YouTube and the likes.
As the number of views rises over time, so will the video’s ranking in the SERPs. In turn, you will raise brand awareness and thus your online reputation – provided that your videos are as good as your blogs. Another factor you should take into consideration is how brand-audience communication can impact your rankings. Make it a priority to answer comments on your videos and inspire conversations for Google to take notice.
Mentioning your brand name with relevant keywords
On a last note, it’s important to acknowledge the power of positive association and repetition. Your brand name should appear in every post you publish, no matter the form, no matter the topic. This builds awareness and solidifies your brand in the minds of the consumers.
Combine your brand name with your most relevant keywords, and you have yourself a recipe for success when it comes to getting on Google’s good side. Associating the content with your brand will tell the algorithm that there is a relevant connection between the two, which will in turn improve your ranking and portray you as the authority brand in your niche.
SEO is the name of the digital marketing game, and it’s not likely that its importance for your long-term success will diminish any time in the foreseeable future. That said, SEO is also an ever-evolving science and art form, so it’s important to stay on top of the latest trends and utilize the best practices to build your online reputation.