Branding is a definition of classic marketing and is the practice of creating a name, symbol or design that identifies and differentiates a product from others. An effective brand strategy provides you great utility in increasingly competitive markets.
Marketing branding campaigns
In branding campaigns, special emphasis is placed on the use of a company's own brand in commercial promotion. Promotional material, publicity material or merchandising products are designed in such a way that the brand is the center of attention. These marketing campaigns have "brand awareness" as an objective, to achieve it by the customer and differentiate it from other brands.
In online campaigns, the means of commercial promotion are increasingly branded (branded) and used to expand reach. This can be applied in search marketing (such as Google AdWords branding campaigns) as well as in other areas of online marketing (such as display or email marketing). For the analysis of advertising effectiveness, the number of times that a person has been in contact with a specific advertising medium can be considered as part of measuring the success of the campaign. This is called possibility to see.
The problem with branding campaigns lies in the measurement of the branding effect, since brand awareness and brand accreditation is not exactly measurable.
Branding of a website
Google is not supposed to be manually verifying which names used on the web are genuine trademarks. Consequently, the trademark owner can only attempt to determine appropriate signals indicating that his is a trademark. real brand. There are a variety of criteria that Google could use under certain circumstances to identify a brand (Google does not disclose the exact functional principle):
- Use a pure brand domain.
- Trademark registration not only in the TLD.com, but also in the domains or TLDs of other countries.
- Operation of one or more social media profiles interrelated with a large number of genuine fans or followers.
- Activities on Google products such as YouTube or Google+
- High domain age combined with a consistent domain context (no change in site ownership, no interim or prior use of the URL for a completely different purpose).
- First position in the brand's SERPs.
- High search volume for the brand (shows importance to users).
- Brand keyword reservations in the Google AdWords search engine and trademark registration in the Google search engine.
- Regular coverage in the press (like Google News).
- Existence of Wikipedia and entry in DMOZ.
- High percentage of branded links to the link structure.
- Legal protection of the trademark by local and international trademark law.
- Brand name (generic keywords or words with double meaning, for example, are not suitable for branding).
- SSL encryption.
- Existence of Google links in the SERPs.
- Legal notice and contact information according to the TMG (Telemedia Act).
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These are all levers that website operators can adjust if they want to name their online store or other web portal as a brand. Regardless, there is no guarantee. Since Google's exact algorithm is not known, no one can say with absolute certainty what criteria the search engine takes into account when evaluating a brand.
East video clearly shows what the brand is.
Importance for SEO
Vince Update websites with a brand name are better and appear in search results more often. Big brand websites are very popular with users and are generally trusted. Google relies heavily on these signals when examining a web portal. In this way, it is highly recommended build a brand and improve the reputation of a web portal, since this can have a very positive impact on the ranking. At the same time, experience shows that websites that have been recognized by Google as a brand tend to be less often affected by penalties. Too often they are not affected by algorithm updates.
- Matt Cutts - Video - Is Google giving more weight to brands in rankings?
- The impact of SEO on the brand (and how to integrate the two even more)