The role of search engine optimization in brand building

Consistency is crucial in brand building, as a unified image and repeated messages help in enhancing brand recognition and credibility.

SEO, as one of the most important branches of marketing, stands out in this process because it excels in delivering consistent, continuous, and steady results—unlike social media marketing, for example. While viral campaigns experience rapid growth followed by sudden declines, SEO ensures long-term, stable growth, allowing the brand to maintain a continuous presence in the market and, more importantly, in the minds of consumers.

Therefore, if branding is the goal, it is worth choosing a marketing channel that aligns with this aim: building consumer trust and adopting a long-term perspective.

But exactly why is search engine optimization considered one of the best pillars of brand building?

Common characteristics of search engine optimization and brand building

brand building

Search engine optimization (SEO) and brand building are based on numerous common factors that together can exponentially strengthen the long-term success of businesses.

First of all, SEO is one of the oldest marketing channels, as old as the internet itself. Additionally, it is extremely important to the companies behind it, such as Google, which invest unimaginable amounts of money in it—some estimates suggest that the search market could be worth up to $300 billion for them. The same can be said about brand building: since advertising has existed, so has branding.

Secondly, SEO is considered the most reliable channel, as the traffic it generates is stable and balanced, maintaining similar levels day by day, thus avoiding sharp spikes or drops. This consistency is also crucial in brand building, as continuous presence and a consistent message ensure brand recognition and credibility.

Furthermore, SEO helps keep the brand relevant to the target audience, as the content displayed on search pages ensures that the business is always where potential customers are looking. One of the biggest advantages often highlighted about SEO is that it does not interrupt the user during a completely different process (e.g., scrolling through Facebook with an unsolicited ad), but instead appears exactly when the user needs it and is actively searching for that specific term or keyword.

Brand building and SEO go hand in hand. But what does this mean in practice—how can a brand be strengthened with SEO?

SEO in Practice: How to Build Your Brand with It

SEO aimed at brand building requires several practical steps — it is not enough to focus only on search engine optimization; you must also include the brand, the big picture, in the equation. This is not simple, but the results will be worth it, initially manifesting in the strengthening of the business’s online presence and increasing brand recognition, and later in sales and referrals.

The first and perhaps most useful tip that can be implemented at the very beginning of the process is to link keywords with your brand name: combine important keywords with your brand name. A perfect example of this is SEOlympic, which associates the concepts of victory and success with the SEO industry.

The next useful tip is to always include the company name in the meta titles — that is, the company name should appear at the end of every page’s meta title. This not only indirectly increases brand awareness but also helps users and even search engines identify the page.

brand building

From this perspective, for example, it would be beneficial for Alza to include the brand name after the product category. This way, those who are loyal to the webshop would definitely click on this result, and the company wouldn’t lose users who don’t have a brand preference.

This way, they only see the product category, like the term “travel cots,” which does not differentiate the company or its products from other search results.

This is in sharp contrast to the following search results page:

Here, it is immediately apparent which company includes its brand name alongside the term “meaning of tarot cards,” ensuring that loyal readers click on their content rather than choosing a higher-ranked but brandless result.

What is also extremely important — and we mentioned this in the introduction — is a consistent brand message. All content must reflect the fundamental communication and values of the brand. This includes maintaining a consistent tone and style in blog posts, social media, and other online platforms such as search pages. However, it is worth taking it a step further: if the business, for example, produces cheap, affordable Chinese products, it is advisable to present the brand message in a simple, minimalist way. Conversely, if a real estate company deals with selling penthouses and other high-value properties, it should target people who can afford the premium price — in this case, the brand message, visual identity, and all other elements should be designed to reflect this premium quality and appearance.

We can also do a lot by having backlinks occasionally refer to the brand name rather than a specific article. These are usually directed to the homepage, with the aim of increasing the authority of the entire website rather than a specific piece of content.

Last but not least, SEO activities do not mean you have to forgo virality: if a person or business consistently produces useful, valuable, and informative content that offers solutions to the target audience’s problems, it encourages consumers to share the content — and in the process, remember the company behind it.

Provided that the company ensures its name is included in every piece of content!

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