The Blog on Branding

Google Search Results Value Brand Names

It’s like high school all over again. Google has turned search results into a popularity contest among brands. But unlike the cruelty of high school, Google’s new preference of brands can be advantageous to your business.


“Who needs ‘Best Hair’?”

Brand your business; show up higher on a search engine result page.

Brand Preference

According to Matt Cutts, head of Google’s Webspam team, it is not simply the popularity of commercial brands that catapults them to the top of search results but rather the elements of a brand including “trust, authority, reputation, PageRank, and high quality.”

Google’s algorithm update which gives sites owned by big brands an increase in rankings is not a plot to further inflate big businesses, but rather a way to provide better search results for users.

“Brands are the solution, not the problem,” according to Google CEO Eric Schmidt. “Brands are how you sort out the cesspool.”

By eliminating what Schmidt refers to as the “cesspool”, businesses that are truly relevant to a query are able to show up higher in search results.

So, how do you legitimize your business in regard to search results?

Building Authority Through Branding

Through the branding of your business or product, you achieve authority in your market and in search results. Consumers trust and respect brands because of the expectations, thoughts, and feelings associated with a brand.

Much like high school popularity, as a brand, you have to be known, liked, and trusted.


“As Willy Loman always said, It is important to be well-liked!”

But how do you reach the esteemed status of a brand?

It’s All About Who Knows You

The more people that are aware of your brand, the stronger your brand. Creating brand awareness allows for your business or product to be recognized.

Brand awareness can be achieved in a variety of ways:

• Marketing campaigns that target your niche market
• Utilizing search engine optimization (SEO) techniques
• Product placement
• Blogs
• Social networks (Facebook, Myspace, Twitter)
• Article directories
• Links to your site
• Pay-per-click advertising (PPC)
• Press releases

Personality and Good Looks to Match

So you’ve put your business or product out there and have made your target audience aware of your existence, but how do you keep them interested?

When attempting to maintain popularity and interest in your market, you cannot simply rely upon innovative site design, a cool color scheme, and flashy advertising. It takes both looks and personality to cement your business or product as a brand.


“Sorry Bozo, the colors just won’t cut it.”

The content and aesthetic appeal of your site must work together in order to establish your business as a brand. The personality or image your business creates is a crucial aspect of conveying your marketing message.

Creating a “likeable” personality through content involves many of the basic tenets of SEO:

• Write unique content
• Use descriptive titles
• Use keywords to boost search engine ranking
• Encourage participation through blogs and comments
• Use diverse links with keyword anchor text

Set Yourself Apart from the Crowd

It is vital that your business differentiates itself from other businesses. Just as those within the hierarchical social scene of high school strive to stand out and be special, so should your business.

Focus on your unique value proposition:

• Identify what your market wants and needs
• Know your strengths as a business or product
• Create a marketing message that sets your business or product apart
• Clearly and effectively communicate what your business or product offers
• Research trends
• Be the only choice for your customers

Build Trust

Just like any real-life relationship, trust is essential.


“Trust can be tough to develop.”

So now that your business or product has established that it’s more special than the other businesses or products in your market, you must earn the trust of your target market.

Your Web site must ensure its audience that it:

• Is not a scam
• Contains useful and valid information
• Is relevant
• Offers guarantees on which your business or product can deliver

But how do you show your customers that you’re the real-deal? Try to:

• Anticipate customer needs and questions
• Show that you’re a real person
• Link to credible sources
• Use customer testimonials and endorsements
• Offer interactive opportunities such as commenting

Bringing It All Together

The importance of branding is now greater than ever due to algorithms being weighted towards brands. Brands are receiving preferential treatment when it comes to Google search results. Through establishing your business as a brand, your business will rank well.

When branding your business or product there are five essential tips that will take you to the top of Google search engine results:

1. Establish your business as a brand
2. Create brand awareness
3. Have creative and informative content
4. Communicate your unique value proposition
5. Gain the trust of your target market

By adhering to these tips in order to make your business a brand, you are sure to better your odds in the popularity contest that is Google search results. See, branding is arguably less complicated than high school!

Julia Cowher “Julia wasn’t quite ‘brand name’ in high school, but thanks to Branding Brand she now ranks higher than ever.” Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.