In certain SEO tribes, there is a thought that as long as a business ranks for specific keywords, they don’t need to worry too much about their brand.
In some cases, this may be true.
There are many verticals where just ranking above your competitor can be worth dozens of dollars of increased leads or sales.
However, in our experience, rankings are never the whole story.
If I rank below my competitor – but the searcher sees my brand name and has either a neutral or positive connection with my brand – I will win the click in all cases.
If I have a high-ticket item or a service that requires adequate consideration (looking at you, B2B marketers), then testimonials play a significant role on whether I get the click (and ultimately the lead).
Well-Branded Entities Convert Better in the SERPs
Over the years, I’ve worked with a lot of companies. I can tell you, unequivocally – companies that have an identified brand presence get more organic traffic.
Every single time!
I have worked with several HVAC companies over the years. Two of the HVAC businesses that I worked with advertised heavily on radio, but when they came to us, they had poor digital distinctness.
Once we fixed their issues, the traffic (and sales) went through the roof on their digital channels.
No One Was Fired for Hiring IBM
Whether it’s a sizeable B2C company of a small B2B company – the benefits of name recognition are hard to deny. When faced with several brand options, most consumers will choose a brand they have heard of rather that one they did not hear about until then.
I refer to this as the “hiring IBM” wonder.
Make sure that you support branding and understand its primary objective.
In the end, a trusted brand can make your search engine presence feel like it’s on steroids.