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When trying to get more brand visibility online, your content strategy can focus on choosing the right keywords. At the end of the day, your website and digital content must have the phrases your audience is searching for so they can find them. Despite this, content marketing strategies that drive long-term results need to consider more than just keyword rankings.
This is because recent algorithm changes mean that search engines are also moving beyond keywords. While keyword rankings can help with search engine optimization and brand visibility, algorithms are focusing more on user experiences. As a result, paying attention to technical details, search intent, and audience feedback or input can make a big difference. When it’s time to increase your brand’s online authority, here are four things to keep in mind.
1. Deliver unique and insightful content
Content is what makes people notice your brand. But videos, blog posts, or articles that don’t provide unique value or information for your audience won’t get much traction. People want information beyond general advice or data they’ve seen elsewhere. As a business and a brand, there are probably ideas you can offer that no one else can.
It’s best to think of content as part of your company’s digital footprint. Content, whether it is part of a growth marketing strategy or post-purchase support (product guides, how-to videos, etc.), should accomplish a few things. It should completely satisfy your audience’s search intent or need for answers. However, the content should also serve as an original asset and communicate your brand identity.
Proprietary data and case studies are examples of content that can contain unique industry knowledge. Maybe your company does regular research on in-demand topics that you can repurpose into shareable content. Or maybe your solutions have helped multiple customers innovate and achieve goals. Materials that highlight how customers did it and the role your company played can turn into credible backlinks and more organic traffic.
2. Be accessible and responsive
Today’s consumers don’t limit their information searches to search engines or voice assistants. They are using social networks, contact forms and instant messages. People are looking at what businesses are posting on social media sites and pages. But they’re also looking at how companies respond to requests and how long it takes them to do so.
Consumers increasingly prefer to go through social media to communicate with brands. And companies that are slow to get back to people or don’t respond at all can lose out. Businesses that don’t respond to social media have a 15% higher turnover rate than fast tracking companies. Additionally, customers typically spend 20% to 40% more with companies that respond to their social media requests. It all comes back to the customer experience.
When potential customers or existing customers have poor experiences, they will look for alternatives and substitutes that meet their expectations. Companies that continue to delight people and ensure they have positive interactions are more likely to build loyal relationships. As social media extends or replaces the in-person customer experience, being accessible and responsive contributes to brand image and credibility. Use your social platforms to create both.
3. Performing website audits and updates
Chances are, your website is more than just an online store. Contains blog posts, landing pages, press releases and interactive features. Your website or one of its pages may be the first or only contact someone has with your business. Visitors will not be impressed if the site is not user-friendly or has outdated and inaccurate data.
Technical errors, such as missing links and slow or unresponsive pages, create poor experiences. So do sites that aren’t mobile-friendly or that make reading online content uncomfortable for people. Pop-ups after pop-ups can seem intrusive to visitors, especially if they’re trying to browse or digest written material. Online payment processes and confusing or difficult contact forms are other things that can hurt credibility and conversion rates.
Usual website i content audits help detect and correct errors that turn people away. Some companies conduct audits and improvements in-house, while others partner with agencies. Either way, these audits often lead to design and content improvements that make websites more authoritative and easier to use. Businesses may be able to build an online presence faster than a physical one. However, a website requires maintenance just like a physical store does.
4. Involve the audience
Companies that want to increase credibility and authority with the public cannot be the only source of truth. People are less likely to see what a brand says about itself as 100% authentic or credible. Instead, they want to hear from others like them who have purchased the merchandise or interacted with a representative. These stories or testimonials can sometimes be extended to sponsorship partners and vendors in B2B settings.
Posting reviews and testimonials on your site engages your audience and makes your brand more authentic. But integrating user-generated content into your social pages and website can take audience engagement a step further. User-generated content can include videos that show people using your company’s products or services in everyday situations. This content can also be part of an online event or contest with behind-the-scenes clips.
User-generated content like this often feels more authentic because it’s usually not trying to sell something. It shows that a company is about more than transactional relationships. Audience content can showcase a brand’s values and community engagement better than a press release or landing page. And authenticity is something 90% of consumers take into account when deciding which brands to do business with. Let these consumers tell part of your story.
Brand credibility is more than keywords
Creating online content with high-ranking keywords can make it easier for your target audience to discover a brand. But this discovery doesn’t guarantee conversions or create positive, engaging experiences that build loyal relationships. To foster these relationships, companies must treat online content as a holistic interaction. In the long run, brands that deliver relevant, responsive, user-friendly and authentic digital experiences can win the credibility game.
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