Why SEO has an impact on branded content?

Thomas LAPORTE • 14 September 2023 • 26 min read
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Digital marketing is changing everyday, and two pivotal strategies hold the key to elevated brand visibility and customer engagement: search engine optimization (SEO) and branded content. 

These are not mere buzzwords; they are sophisticated methodologies rooted in data analytics, consumer psychology, and technological innovation. 

Whether you represent an established brand aiming to fortify its market presence or you’re a marketing strategist focused on achieving quantifiable results, you have arrived at a critical nexus. 

This comprehensive guide serves as a deep dive into the synergistic relationship between SEO and branded content, offering actionable insights that will inevitably enhance your brand’s digital footprint and overall ROI.

Why is branded content and quality engagement important in a changing marketing landscape?

In this frenetic content age, where everyone is generating more articles, videos, podcasts, there is one core principle that remains resolutely unchanged: the indispensable value of quality engagement. 

While it’s easy to get caught up in the latest social media sensation or viral video, these often prove to be transitory, leaving brands chasing after the next “big thing” in a never-ending cycle. 

Yet, amid this kaleidoscope of changing consumer preferences, quality engagement serves as the cornerstone for sustaining brand integrity and customer loyalty.

Branded content is not just marginally better, but a staggering 22 times more effective than traditional display ads when it comes to meaningful customer engagement. 

But what does this actually signify?

  • Customer Retention: Quality engagement through branded content fosters a deeper emotional connection between the brand and the consumer. This isn’t merely transactional but transformational, driving higher levels of customer retention.

  • Increased ROI: Businesses are often confronted with the challenge of quantifying the return on investment (ROI) for their marketing strategies. Quality engagement transcends mere ‘clicks’ or ‘views,’ culminating in metrics that matter—such as customer lifetime value.

  • Real-World Problem-Solving: Effective sponsored content doesn’t just advertise—it solves real-world problems. Whether through how-to guides, product demos, or thought leadership articles, branded or sponsored content positions the brand as a reliable problem solver, thereby increasing trust and credibility.

  • Long-Term Value: Unlike a display ad, quality engagement via a content has the capacity to produce long-lasting impact.

  • Data-Driven Personalization: In an era saturated with generic marketing messages, quality engagement stands out for its personalized approach. Leveraging data analytics, AI, and consumer behavior patterns, it allows brands to offer tailored experiences, thus significantly amplifying engagement rates.

The marriage of branded content and SEO

search engine optimization

When you combine the storytelling potency of branded content with the targeted visibility enabled by search engine optimization, you’re engaging in what can only be termed as ‘strategic alchemy.’ 

To unpack what makes this convergence so effective, let’s dive into the key points of intersection:

  • SEO-Driven topic selection for branded content: Gone are the days when SEO was merely about keyword stuffing. Modern search engine optimization practices encompass user intent, semantic search, and topical relevance. This directly aligns with the need to create sponsored content that resonates with your target audience’s needs and questions.

  • Enhanced discoverability for timeless content: Quality content deserves to be seen, and SEO ensures that it is effortlessly discoverable. Evergreen articles, instructional videos, and other forms of enduring sponsored content continue to gather organic reach long after their initial publication, thanks to effective SEO.

  • Improved User Experience (UX): Google’s algorithms have increasingly started to consider user experience as a ranking factor. Sponsored content enhances UX by providing value, while SEO ensures that the website is fast, mobile-optimized, and easy to navigate. These elements, together, lead to improved search rankings and user satisfaction.

  • Authority Building: Consistently producing high-quality content establishes you as an industry leader. SEO amplifies this by enabling higher search rankings. The result? A trustworthy brand that stands out in a crowded marketplace. This is substantiated by Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness) guidelines, which play a pivotal role in ranking.
  • Analytic Insights: Advanced SEO tools like Google Analytics and SEMrush provide deep insights into how users interact with your content. This data is instrumental for fine-tuning both your content and SEO strategies for maximum impact.

  • Localized Impact: Through Local SEO, branded content can be optimized to appeal to local audiences, creating community engagement, a vital tactic.

What sets Branded Content apart?

Branded content is not your average marketing material. It focuses on storytelling, values, missions, and a brand persona that transcends mere commodities to touch the hearts and minds of consumers

In contrast to conventional advertising, which often interrupts the consumer experience, sponsored content is designed to be something consumers want to engage with on its own merit. This is achieved through a focus on providing genuine value, whether that’s educational, inspirational, or simply entertaining. 

The medium can vary—from long-form articles and podcasts to interactive web experiences and documentaries—but the key element that differentiates sponsored content is its ability to immerse deeper, meaningful narratives.

Take for instance, Dove’s “Real Beauty” campaign wasn’t just an advertisement for soap; it was a cultural statement against unrealistic beauty standards. By delving into the societal issues that its customer base deeply cared about, Dove didn’t just sell a product, it started a conversation. 

dove search engine optimization

It also won customer loyalty, demonstrating that this kind of content can have a long-lasting impact that extends far beyond immediate metrics.

In essence, the power of sponsored content lies in its capacity to go beyond the transactional relationships of traditional advertising, and instead build emotional bridges between the brand and the consumer. 

And when executed well, it doesn’t just result in one-time sales but fosters long-term brand advocates.

SEO: The backbone of digital presence

Search engine optimization is the backbone of online visibility. According to a report by Backlinko, the first result on Google captures 39.8% of search clicks in 2023. 

While many still think of SEO as a game of keywords and metadata, it has evolved into a sophisticated discipline that intersects with various aspects of a business, from content creation and user experience to social media and public relations.

A prime example of this evolution is Google’s 2020 search algorithm update, known as BERT (Bidirectional Encoder Representations from Transformers). This milestone in machine learning and natural language processing signifies a fundamental shift in how search engines understand and respond to user queries. 

Rather than merely matching keywords, BERT enables Google to understand the context and intent behind a search query. This underscores the importance of creating content that not only includes relevant keywords but also addresses the nuanced questions and needs that users have.

Moreover, the rapid proliferation of mobile devices has made mobile optimization an integral part of SEO. Google’s mobile-first indexing is proof of this trend; it ranks websites based on the quality and responsiveness of their mobile versions. 

As a result, brands must adopt a holistic approach that includes optimizing website designs, loading times, and content formats for mobile users.

Yet, it’s not just about pleasing search engine algorithms. At its heart, SEO is about providing value to your audience. That means producing content that answers real-world questions, solves problems, and enriches lives. 

Website Optimization: Why is it so important?

When we understand why search engine optimization is a real hard work, we need to analyze why website optimization is really important in this game.

It often goes unnoticed when discussing the realm of SEO, yet it is an essential element in ensuring your site performs well in search results. 

One of the key aspects to focus on is speed. According to a study by Google and SOASTA, a mere one-second delay in mobile page load times can impact conversion rates by up to 20%. 

google new algorithm

This means that if your website takes too long to load, you could be losing out on potential customers even before they see what you have to offer. That’s why improving your site’s speed is not just beneficial but crucial. 

Efficient code, optimized images, and streamlined server response times all contribute to quicker load times, enhancing user experience and, by extension, SEO rankings.

Another significant factor is user interface and experience, commonly known as UI/UX. The easier it is for a visitor to navigate through your site, find what they’re looking for, and complete a desired action, the better the user experience. 

This positively impacts metrics like dwell time and bounce rate, which search engines use as signals for ranking websites. Thus, website optimization isn’t just beneficial for the user; it’s a direct contributor to your SEO efforts.

A quick guide in 5 steps for website optimization

Step 1: Conduct a Performance Audit

Before making any changes, it’s crucial to understand your website’s current performance metrics. Use tools like Google PageSpeed Insights, GTmetrix, or WebPageTest to assess load times and overall website speed. These tools will also provide recommendations for areas needing improvement.

Key Takeaways: Identify bottlenecks like slow server response times, large image files, or unoptimized code that may be affecting your website’s performance.

Step 2: Optimize Site Speed

Improving your website’s speed is essential for both user experience and SEO. Here are some quick ways to do it:

  • Compress image files without losing quality.
  • Enable browser caching.
  • Minify and compress CSS and JavaScript files.
  • Use a Content Delivery Network (CDN) to serve your website files from multiple locations.

Key Takeaways: Faster websites offer better user experiences and can improve your SEO rankings. Focus on both front-end and back-end elements to improve load times.

Step 3: Streamline Navigation and User Experience (UX)

Your website should be easy to navigate, with a logical layout and intuitive menus. Make sure your call-to-action (CTA) buttons are visible and compelling. Simplify the navigation process by removing any unnecessary steps or clicks.

Key Takeaways: An intuitive, streamlined website ensures that users can find what they’re looking for easily, which can reduce bounce rates and improve conversions.

Step 4: Implement On-Page SEO Best Practices for website optimization

On-Page SEO involves optimizing individual pages for specific keywords. Here’s how:

  • Include your target keyword in the title, headings, and body content.
  • Write meta descriptions that encourage clicks from search engine result pages.
  • Use alt text for images that include your keyword where relevant.
  • Internal linking: link to other relevant pages on your site, and make sure you have a few quality external links as well.

Key Takeaways: On-Page SEO is essential for search engines to understand the context of your page, helping it rank better for relevant queries.

Step 5: Mobile Optimization

With more users browsing on mobile devices, having a mobile-friendly website is crucial. Here’s how to optimize:

  • Use responsive design to ensure your site adapts to various screen sizes.
  • Compress images and use lazy loading for a quicker mobile experience.
  • Test your mobile website’s performance using Google’s Mobile-Friendly Test.

Key Takeaways: A mobile-optimized website is essential for reaching a larger audience and is also a ranking factor for Google.

Finally, how to make a brilliant branded content?

Creating brilliant branded content is a multi-faceted endeavor that involves strategy, creativity, and an in-depth understanding of your audience’s needs and wants. 

Whether you’re looking to produce articles, videos, podcasts, or social media posts, there are a few key principles to follow. 

Moreover, using platforms like Getfluence can add an extra layer of sophistication to your branded content strategy. 

Getfluence branded content

Here’s how:

Understand Your Audience:

  • Conduct market research to know your target audience’s needs, pain points, and preferences.
  • Offer real value through educational, entertaining, or problem-solving content.

Be Authentic and Genuine:

  • Reflect your brand’s values, mission, and ethos in the content.
  • Focus on establishing a meaningful connection with the audience, beyond just selling a product.

Focus on Quality Over Quantity:

  • Prioritize high-quality content that engages the audience.
  • Quality content is more likely to be shared, extending its reach.
  • Use well-produced videos, well-researched articles, and high-resolution images.

Storytelling is Key:

  • Engage the audience emotionally through storytelling.
  • Convey brand values, mission, and the solutions your products/services offer through stories.

Use Data and Analytics:

  • Monitor performance through analytics to understand what’s working and what’s not.
  • Use insights to fine-tune future content for better ROI.

Leverage Getfluence for Your Branded Content Strategy

  • Utilize marketplaces like Getfluence for distribution and amplification of your branded content.
  • Getfluence is specialized in connecting brands with influential publishers, widening your content’s reach to a targeted audience.
  • Offers assistance in identifying the best media outlet for your content.

Together, SEO, website optimization and branded content represent a potent combination, amplifying your brand’s reach, engagement, and conversion rates. 

By diligently applying advanced strategies and tools like Google Analytics and Getfluence, you can refine your approach and make data-driven decisions for ongoing success.

This strategic alchemy of SEO and branded content will remain a constant beacon for quality engagement and measurable results. 

Investing in this synergy is not merely an option—it’s a must for any brand or marketer aiming for long-term impact and relevance.

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