You take extra care to ensure your content on your marketing materials, business cards, and Web site are accurate, compelling, and drive your primary message. But what about your organic brand?
This is what people see in the organic search results (not the paid search ads) when they search for you. They may search for your brand name, a generic industry-specific word, or a niche word to have you rise up in search results. How do you look?
Open a new “private” window in your favorite browser (to avoid cookies). Type your brand name in quotes.
- What shows up first? Is it your homepage? Or your privacy page?
- Do the listings immediately convey what you do and why you’re great at it?
- Is the copy persuasive? Do you feel compelled to click and get more information?
- Is it clear which Web site is your official site?
- Is there gobbledygook? Characters, technical jargon, strings of words that don’t make much sense?
Take a look at your competition too. Chances are, their listings are showing up next to yours for generic keywords (industry-specific, not brand specific). You want to shine brighter than they do.
Here’s How to Improve Your Organic Search Brand Image
Hire an SEO expert and a marketing content specialist with SEO know-how to set you up so you shine online. They will look at such things as:
- Meta data
- Page titles
- Images and alt tags
- Calls to action
- Keyword density
- Internal cross-linking
- Your site map
- URL naming structure
- and more fancy SEO work that evolves all the time.
As you add new site content, request that the writers and editors include keywords and meta data. Have a written editorial strategy to ensure it’s done right. Be sure to Google yourself periodically to ensure no stray site pages have accidentally (and detrimentally) risen to the top!