Ways to Create Impactful Brand Authority with Content and SEO
SEO has always been a reliable method to get visibility boost for brands and open new inbound marketing avenues for online success. Appreciate that your competitors too are online and there is fierce competition to get into the top 10 of SERP for relevant search queries. But with SEO and strategically developed content, the matter becomes easier to accomplish
Interested to know what brand authority is and how SEO can influence brand authority for favorable outcomes? Then read on
Brand Authority – The Basics
Brand authority is nothing but the degree of trust a brand earns among its target audience. The extent to which your intended market views you as a subject matter expert influences your position as a brand authority. The right brand authority can not only elevate the level of trust but also propel user base as people tend to deal with those businesses that they can rely on and believe in. Many factors like active online presence and social media brand reputation drive brand authority. But the key drivers to accelerate the building of brand authority among the target audience will be compelling content and targeted SEO campaigns.
Transform your website into a go-to authority website by posting blogs on relevant topics and informational articles that seek to resolve customer problems. If you continually publish posts that fulfill this condition, it won’t be long before your website is deemed to be an authoritative site in your industry vertical. This can have far-reaching effects among your target audience.
Make sure that every single piece of content is targeted for human content consumption rather than to meet Google algorithm norms. When potential buyers see your website as authoritative their information search will not start from google but from your own website. This way, you effectively eliminate the competition. When you periodically deploy fresh and informative content, you get to keep your readers active and delighted, thus eliminating any chances of attrition.
2 – Use of right keywords
How do you know what your target audience puts in search queries to discover businesses like yours? This is where keyword research comes into the picture. Your prospect’s search queries become your target keyword. When they match, Google lists your site on top of the research results, this will significantly bolster your chances of receiving quality site traffic and better level of engagement form prospects who will eventually turn to loyal brand advocates.
You can place your focus on long tail keywords. These keywords show the intent of the customer to buy rather than look for information. So, if you rank well on these keywords, the likelihood of conversion shoots up. Quality content peppered with long tail keywords will give readers an insight and will occupy top spot in SERP. This immediately strengthens your industry authority position to the searchers.
3 – Focus on a few precise topics
“Jack of all trades, and master of none” this adage doesn’t hold true for building brand authority. Instead of showing that you know everything, you need a different approach. You need to know that you know one of the things and you can do that one thing better than the others.
Paying attention to a specific topic is much easier to rank for rather than showcasing that you know about a broad array of topics in the industry. For this, you need to first assess what your key topic is going to be. This will become your cornerstone content. If you rank well for such pillar content, then you can be assured of long term gains in the process.
You will need to link content that is related to your main content and then distribute the blog post on multiple topics spanning all the traits of the single page. Doing this provides two key benefits. Not only does your Google ranking improve, but your brand authority effort too gets a boost.
Sharing your market leading knowledge is a key to building brand authority. But there is one caveat – there should not be any hidden agenda when you share the knowledge. This way you focus on how you share the content in addition to conveying the actual knowledge with well-written content.
So, if you pay attention to your intent to help people, your brand authority will be built over time. This can be done by preparing strategic content that focuses on helping the readers with knowledgeable content, i.e. by publishing content that improves the lives of the target customers in some way.
5 – Set up links that radiate trust
When you focus on using links to boost your content, you need to make sure that you don’t run afoul of Google’s SEO guidelines. When you set up trustworthy links you take a step closer to building a long-term brand authority positioning. By indulging in activities like staying active in social media or by leaving testimonies, you will be sure to take the right steps towards crafting brand authority that matters of your customers.
Another way is to write guest posts on influential sites that are relevant to your industry or business offering. The more and more you become visible on Google results for your target audience, the more affinity your brand will have. Since people trust Google, it will mean that they will trust your brand too, over time.
6 – Showcase your expertise
A good way to build brand authority that doesn’t dilute with time, is to showcase your expertise as widely as possible. When you host an industry event, when you win an industry award, when you get a new certification (e.g. being ISO certified), you are sure that your brand authority is enhanced with such display of expertise. The more your brand finds presence in such an eminent crowd, the more your trust level will rise.
When you show confidence in your brand, it will reflect on your customers. This will ultimately help in building strong brand authority.
To sign off
Building brand authority is a long-term process. But the rewards more than outweigh the cost of efforts and time took. So, get going with this right away and focus on strategic content and SEO to do the work for you.