Initially, I’m sure brand building is the main topic in internet marketing. In the B2B field in particular, the company’s most important success factor will be the brand. The Internet brand perception of both target groups and Google is also very important. Below, we’ll talk about the meaning and characteristics of a brand (digital), and how you can measure brand building. How Google determines the power or authority of a brand.
The importance of corporate brand in Internet marketing
Companies that rely solely on traditional marketing methods will face many problems in the future. Companies that ignore the brand will face problems in future areas. This is due to the increased competitive pressure over the years, and the increased level of expertise and resources in terms of performance marketing. Marketing performance is not sustainable and does not make a long-term contribution to a company’s brand. But the brand creates long-term competitive advantages.
How can a strong brand lead online marketing to success?
A strong brand can lead to better completion rates or conversion rates. Because confidence in a well-known brand is greater. Greater confidence can also improve click rates in SERPs, which positively affects Google’s ranking. Brands based on customer loyalty and loyalty further drive more visitors and returning customers.
The opportunity for referrals and social posts is greater, because strong digital brands are mentioned. Due to its related credibility rather than complications, the content is shared. This leads to more reach and better rankings. Content marketing, SEO and PR has become easier than before.
Brands with authority in one or more thematic areas with content on Google are more likely to be found from non-established domains. Due to its popularity, strong brands also benefit from better click rates in search engine ads (SEA). This leads to improvements in quality factors and hence lower click prices.
In short, the established brand / authority makes online marketing easier, cheaper and more successful. When I talk about branding, I primarily don’t mean to provide payment ads based on CPMs. In order to emotionally charge the brand and embed it in the minds of its target groups, it is no longer enough to place ad media on ad media to achieve reach.
Experience and authority will have a key role in the future
These times are over. It is a mixture of originality, content, dialogue and technology. Also a little payment at the right moment in the customer’s journey. In the past ten years, you have only been able to secure critical competitive advantages in internet marketing through performance marketing. However, it will be the brand that will convey metrics in the future. Decisive steps will be taken in the future, especially in the BtoB region, by establishing themselves as a brand or authority.
Even the most important portal keeper for Google website visitors, brand and authority are growing in importance. The topic of experience and authority plays a new key role, in the keyword Rater Quality Guidelines: E-A-T (Experience – Reliable – Trustworthy). These are all powerful brand properties.
Differentiate between authority and brand
Before I get into how Google can recognize brand power or subject authority, read a quick to distinguish between brand and authority . The brand usually contains all the characteristics of authority, such as reputation, trustworthiness, promise of quality, etc. Usually a brand is always very popular. However, the authority doesn’t have to be popular.
The main characteristics and numbers of a brand or digital authority
Important features, as centralized digital image can be transferred to a brand. They are transferred to the internet, websites or domains. The digital brand can be recognized by the extent of its spread. Also from the fact that brand website is more popular than average other websites in subject area / industry.
Key figures for above average popularity can be for example the following:
- Visitor numbers
- Social spread, social buzz and vision in social networks.
- New visitors
- Search volume for search terms related to domain and brand navigation.
- Search volume for brand terms.
Another important feature of brands and authorities is customer loyalty . Loyalty metrics can be:
- Bounce rate
- Average length of stay
- The percentage of returning visitors
Perhaps the most important Brand and authority quality is reputation and trust. These two measures can be evaluated using the following external reputation indicators:
- Repetition and citations
- Branding bookmarks and links
Another sign of confidence in a brand or website , are indicators that show level of engagement. The following participation numbers can be used for this:
- Achievement rates
- Relationship with brands and other influencing authorities
- Achievement rates
- The number of page impressions.
- More interaction with the site such as downloads and comments.
Of course, completion rates are always related to conversion actions and improving usability, but sharing also always has to do with website trust and hence branding as well.
How does Google recognize Brand and authority ?
In recent years, Google has increasingly supported brands in the ranking. The authority and popularity topic has always played a major role. As you know, SEO is no longer sufficient to raise the ranking in Google. I have already dealt in detail with the brand’s effects on Google’s ranking. But Google cannot recognize Brand and authority as human. It needs measurable properties and key numbers.
Until a few years ago, domain valuation as a digital image of a company in terms of brand strength was relatively limited. For example, references in the form of backlinks or backlinks and field popularity are the only measure of brand strength. All of the features listed above, can now be defined for at least partially brand or digital authority rating by Google.
By creating its own services like Chrome, Webmaster Tools, and Google Analytics, Google can determine the interaction between users and almost every website. In addition to backlinks, citations, and shared events, Google has other data that is difficult to handle and that can be used to assess the brand’s power to a domain.
By semantic search, Google can also offer a much broader range of options. Google can rank brands across websites and their digital features in subject areas. In addition to determining the entity’s relevance and brand strength again . Anyone who has worked extensively with SEO, will now understand why brand building is closely related to Google’s ranking.
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