Why Your SEO Focus Should Be Brand Building
I don’t know about you but if you’re in SEO and have been for the past few years you’ll be getting a bit fed up with the constant tinkering. Don’t you think its mental how Google can just click their fingers and roll out a new algorithm. All because the previous one wasn’t the ‘right’ one but this one will be!
Then it’s rolled out and your rankings plummet or if you’re in luck they go through the roof….. The joys of being an SEO right? 😉
Anyway the past year or so we’ve seen the rise of featured snippets and knowledge panels got a boost in visibility. The visibility of our actual rankings are reduced.
Moz found a 30 percent increase in knowledge panels for SERPs without a featured snippet in the first place.
Brand Recognition Is Critical to Getting Clicks
As humans, we typically click on brands we recognise first. If you’re not a recognisable brand you will be at a disadvantage when it comes to SERPs.
Go google a keyword like whey protein, Used Cars or Womens fashion.
You’ll see huge brands like Holland and Barratt, Misguided or Arnold Clark.
The big brands will always stick out and as much as we don’t want to hear it you stand no chance of competing if you don’t build up your own brand. We cant just throw links at sites and expect them to rank anymore.
I done a test on CTR optimisation.
Basically I got 40 people to click on a deep page on my site that’s trying to rank for a longtail keyword. The keyword was rank 44 at the time of the test. After the first batch of manipulated clicks it moved up to 33. I tried it again and it moved to rank 24.
Interesting? Theres too many variables but i found it cool. It’s something I’ll be testing again. I think todays algorithm is definitely giving more weight to indirect ranking factors.
So what do you think?