Every business owner understands the value that a great logo and brand can bring their business, but just how much of an impact does it have on your website’s SEO (if at all)? In this article, we’re going to take a quick look and see if there’s any correlation.
What is branding and why does it matter?
In essence, branding is the story of your business. The logo, the colours, the font, and the language style all contribute to helping your business communicate with your audience.
Before a consumer can feel confident purchasing your products or services, first they need to believe your message. They need to feel an attraction. Your branding is the bridge that binds.
Does your logo and branding impact your SEO?
Yes, and no. At least, not directly. For one thing, Google doesn’t ‘rank’ a website based on how attractive their brand message is. Your colour scheme and the quality of your logo are not ranking factors.
That said, it doesn’t mean that branding is not important – or indeed that it can’t indirectly impact your SEO. Allow us to elaborate…
Without proper branding, your SEO can only achieve so much. It doesn’t matter how fantastic the quality of your content is if your website visitors are unable to get past the overall look and feel of your website…
You see it all the time: old and dated websites with inconsistent branding that have incredibly detailed and interesting content. As a result, their websites have high drop off rates and very few people engage with their content. It’s such a waste
If, however, they were to invest in re-designing their website, improving the UX (user experience), and developing a more recognisable and consistent brand, their website would invariably perform far better.
The same applies with having solid branding without proper SEO. Your branding by itself can only take your business so far – no matter how attractive it is. What good is a beautiful and user-friendly website if no one can find it?
Many reputable experts like Online Marketing Gurus in Sydney swear by the importance of combining both solid branding and proper SEO. One without the other is largely ineffective in today’s highly competitive marketplace.
Branding & EEAT (Experience, Expertise, Authority, Trustworthiness)
Combining solid branding with exceptional SEO is the key to getting the most out of your website and bolstering your online awareness. EEAT is a great way to measure this. Here’s why:
- Experience: How can your website visitors know what kind of experience you have? For example, are you selling ‘mum & baby’ products because you are a mother? Or was it simply a good business decision? Your branding can help communicate this.
- Expertise: Do you have the credentials to back up the bold statements you make on your website? For example, is there any science to support the safety and effectiveness of your baby products? What qualifications do you have to substantiate those findings?
- Authority: What do other people in your industry think about your brand? For example, do others quote you in their content? Is your research frequently used elsewhere?
- Trustworthiness: Are people convinced by the above? For example, does your brand support the message you are trying to convey? Is the quality of your website consistent with the type of product and price range you are working with?
Conclusion
Without proper branding, you will never be able to truly demonstrate your experience, expertise, authority, or trustworthiness. And without high quality SEO, you’ll never be able to attract enough traffic to your website. Combine the two and you have a recipe for success.