The influence of brand awareness on SEO

As a marketing manager, you know how important it is to be visible in the digital world. But have you ever considered the impact of brand awareness on SEO? In this article, I dive deeper into this topic and explain why a strong brand is essential to your online visibility. Enjoy reading!

What is name recognition?

Name recognition is simply how well known your brand is to the general public. It’s about how many people recognize your brand, think positively of it and trust it. Strong brand awareness means your brand is top-of-mind when consumers (or other businesses) think of a product or service in your industry.

Brief explanation of SEO

SEO is the process of improving your website to rank higher in search engine results. The goal is to attract more organic (non-paid) traffic to your website. And while you may think of technical aspects such as site speed and backlinks, brand awareness also plays a crucial role.

How name recognition affects SEO

You may be wondering, “How can my brand reputation affect my SEO?” Here are some ways:

Name recognition and SEO

Direct influence on search behavior

When people know and trust your brand, they are more likely to search directly for your brand rather than generic terms. This direct search behavior can signal search engines that your brand has authority in your industry.

Increased click rates (CTR).

A well-known brand may have a higher click rate in search results. If people recognize your brand in the search results, they are more likely to click on it, which increases your CTR.

Suppose someone searches for a product or service in Google and sees an unknown brand AND Coolblue come up. Then, at this point, this person is (often) more likely to click on Coolblue’s result. Especially when someone has a positive affinity for this brand.

The impact of number of branded searches on SEO

Branded searches are searches where people search specifically for your brand. An increase in branded searches can signal to search engines that your brand is popular and trustworthy.

Increased search term + branded searches

What is even more interesting than just the branded searches are those in which a consumer searches for the company + product. Consider the searches below.

  • Buy Laptop Coolblue
  • Washing machine Coolblue
  • Buy mobile phone Coolblue

In this case, you show Google not only that there are many branded searches, but also that these searches are relevant to the search terms for which you want to come up.

The influence of social signals on SEO

While there is ongoing debate about how much social signals (such as likes, shares and followers) affect SEO, it is clear that a strong social profile can strengthen your brand and indirectly influence your SEO.

A side effect of a good presence on social media channels is that it in turn stimulates other aspects such as branded searches (thus impacting SEO in multiple ways).

The impact of link entries on SEO

When other websites, blogs or news sources link to your website, not because of a link-building strategy, but because of the value of your brand, it can boost your SEO. These organic link entries are worth gold in the eyes of search engines.

The impact of link entries on SEO

Having a lot of name recognition (actually being an A-brand in the Netherlands) is more or less the only way to get organic link entries without paying for them. So really think of Etos writing about certain health issues on their blog. As a commercial shop/organization with less brand awareness, you can write content until you weigh an ounce, you’re not going to obtain organic link mentions, if at all, without actively investing in SEO.

The influence of brand awareness on SEO in a table

AspectExplanation
Direct influence on search behaviorPeople who know and trust your brand are more likely to search directly for your brand rather than generic terms. This signals search engines that your brand has authority.
Increased click rates (CTR).A well-known brand can lead to a higher click rate in search results. For example, between an unknown brand and Coolblue, people often choose Coolblue, especially if they have a positive affinity for this brand.
Influence of branded searches on SEOBranded searches, where people search specifically for your brand, can signal search engines that your brand is popular and trustworthy.
Increased search term + branded searchesCombinations of search terms with your brand name, such as “Buy Laptop Coolblue,” not only show many branded searches, but also show relevance for specific search terms.
Influence of social signals on SEOA strong social profile can strengthen your brand and indirectly influence your SEO. Good presence on social media can also boost other aspects such as branded searches.
Influence of link entries on SEOOrganic link entries because of the value of your brand boost your SEO. For A-brands in the Netherlands, such as Etos, this is often the only way to get such listings without paying. Lesser-known brands need to actively invest.
The influence of brand awareness on SEO.

The role of branding in SEO

Branding and SEO are two sides of the same coin. While you may think they function separately, the truth is that they are closely intertwined. A strong brand can significantly enhance your SEO efforts, and here’s why:

The importance of a strong brand image

A strong brand image goes beyond just a recognizable logo or a catchy slogan. It’s about the emotions, thoughts and perceptions people have when they think of your brand. When you have a positive and strong brand image, people are more likely to search for your brand, share your content and visit your website. All this can signal search engines that your website is valuable and trustworthy.

How brand recognition leads to better search results

Imagine this: someone is searching for a product or service and sees your brand in the search results. If they recognize and trust your brand, they are more likely to click on your link rather than a competitor’s. This recognition can lead to higher click rate (CTR), which is an important factor for search engines in determining rankings.

Tips to increase your brand awareness for better SEO

So, how can you increase your brand awareness and improve your SEO at the same time? Initially, there are a number of things you can work on to increase an organization’s brand awareness. Note that improving brand awareness is something that takes time.

Content marketing and storytelling

People love stories. By telling authentic and engaging stories through your content, you can build an emotional connection with your audience. This not only reinforces your brand image, but also encourages sharing and engagement, which in turn is good for SEO.

Social media and influencer marketing

Social media are powerful platforms to strengthen your brand. By partnering with influencers in your industry, you can expand your reach and build brand authority. And while social signals may not be a ranking factor directly, a strong social presence can indirectly affect your SEO.

Social media and influencer marketing

Offline branding and its influence online

Don’t forget the offline world! Events, conferences, workshops and even traditional advertisements can reinforce your brand. When people encounter you offline and have a positive experience, they are more likely to look you up online, which in turn leads to more organic search traffic.

Conclusion

After deeply exploring the synergy between branding and SEO, it is clear that the two elements are inextricably linked. They complement and reinforce each other in ways you might not immediately realize.

Summary of key points

  • A strong brand image contributes directly to your SEO efforts. The more well-known and trusted your brand is, the more likely people are to search for your brand and click on your links in search results.
  • Brand recognition can lead to higher click rate (CTR), which is a crucial factor for search engines in determining rankings.
  • Strategies such as content marketing, storytelling, social media and influencer marketing are essential to increase your brand awareness while improving your SEO.
  • Even offline branding has a role to play in your online success. Positive offline experiences can lead to more organic search traffic.

Recommendations for your brand strategy

I recommend closely intertwining your branding and SEO strategies. Make sure your brand is presented consistently and authentically, both online and offline. Invest in quality content that tells your brand story and encourages sharing and engagement. Consider collaborations with influencers to increase your reach and authority. And don’t forget to measure the impact of your offline efforts on your online presence.

By taking a holistic approach to branding and SEO, you can build a powerful brand strategy that results in both a strong brand image and improved online visibility.

Senior SEO-specialist

Ralf van Veen

Senior SEO-specialist
Five stars
My clients give me a 5.0 on Google out of 76 reviews

I have been working for 10 years as an independent SEO specialist for companies (in the Netherlands and abroad) that want to rank higher in Google in a sustainable manner. During this period I have consulted A-brands, set up large-scale international SEO campaigns and coached global development teams in the field of search engine optimization.

With this broad experience within SEO, I have developed the SEO course and helped hundreds of companies with improved findability in Google in a sustainable and transparent way. For this you can consult my portfolio, references and collaborations.

This article was originally published on 13 September 2023. The last update of this article was on 10 January 2024. The content of this page was written and approved by Ralf van Veen. Learn more about the creation of my articles in my editorial guidelines.