A Google Branding Strategy Guide: How to Display Your Brand’s Core

Google knows a lot about your branding strategy from the moment you put information about it on the web. But there’s a difference between what Google knows and what it will put at the top of its search results pages. Fortunately, you can control the information that Google collects to make judgments about your brand’s relevance and search engine rankings.

How? Keep reading to learn how you can tactically use content to inform Google’s knowledge of your organization and maximize its presence across the web.

What Google “knows” is content

For every organization, the million-dollar question is: how can I show Google the best and most relevant parts of my brand and ensure it prioritizes my company over others in the same niche? The answer is content.

Beyond the standard details of your company, like its address and phone number, Google collects a lot of information about what your brand provides, does, and understands about its industry. It gets that information primarily from content, including blog posts, social media posts, web page content, and more.

For example, if your brand sells shoes that are made from eco-friendly materials and you donate some of your proceeds to local charities, Google only knows those facts if they’re displayed in your content (or the content of others). If you never include that information somewhere Google can see it, it won’t bump those valuable nuggets up to where your target audience can see them on search engine results pages.

Content

What about your Business Profile?

Your brand’s Business Profile on Google is still extremely important! The information included in your Profile needs to be accurate so your customers can find you. However, your Business Profile doesn’t directly impact what Google knows about your brand in terms of its value, offerings, or industry expertise.

The bottom line is content is key to ensuring Google knows your brand’s true value, and therefore, it’s also critical to ensuring web searchers, like your target audience members, know the same things.

Craft content with “EAT” in mind

As you develop your content & branding strategy, it’s helpful to keep Google’s “EAT” algorithmic guidelines in mind. EAT stands for:

  • Expertise
  • Authoritativeness
  • Trustworthiness

In a nutshell, when Google analyzes content like blog posts or web pages, the algorithm judges that content based on the attributes above. Through analyzing clues like the language you use, the number of authoritative sources included in a piece of content, and the number of references to your brand on other web pages, it can tell things like:

  • Whether a brand is trusted by the public or other authoritative sources in its sector
  • Whether a brand has a high likelihood of knowing what it talks about
  • Whether a brand successfully demonstrates its expertise in given subjects

The better your brand ranks in the EAT factors, the more weight Google will give your website for vital keywords associated with your niche. That’s especially true for businesses and industries that deal with health, money, and other serious subjects, such as healthcare providers and financial organizations.

EAT: Expertise, Authoritativeness, Trustworthiness

Prioritize what’s relevant for your brand

Not every brand necessarily needs to focus equally on expertise, authoritativeness, and trustworthiness. Depending on your target audience, your industry, and what precisely your brand provides, some of those factors might be more critical than others.

Prioritize

Putting this into action

Imagine that you run a small dental office or some other business providing healthcare services. Because healthcare is (literally) vital, Google only wants to promote health service providers that score highly on all three of the EAT measurements. Your content, therefore, would need to include a healthy mix of:

  • Informative and educational articles, like blog posts or advice pieces
  • Whitepapers or references to your business and its community involvement
  • Legal explanations and disclaimers

Similarly, banks and other financial companies need prospective customers to trust them. Financial brands should focus on creating trust-building content, like blogs highlighting community initiatives, stories or videos with satisfied current customers, and so on.

This isn’t the case for a boutique clothing shop, for example The right content for a business like this needs to be exciting, visually appealing, and emotionally resonant with its target shoppers. Expertise might be important for a clothing brand, so content about the process used to make boutique fashion items could be beneficial. Authoritativeness should be a much lower priority on this brand’s content totem pole.

By considering what’s important for your branding strategy and whether Google is likely to look for specific things in its content to demonstrate high trustworthiness, authoritativeness, or expertise, you can make the most impactful, engaging, and effective content for both your audience and Google’s search engine crawlers.

Should you update content or create new content?

This is a trick question: the answer is yes.

If your brand already has a collection of content on its site or social media pages, it’s well worth it to update that content to fit your new goals and approach. Of course, all the new content you create should be crafted while considering “EAT” and what you want Google to know about your brand.

Note that new content is particularly good for updating your business in Google’s eyes. If your brand’s current content doesn’t do a good enough job of demonstrating industry authority, a new series of blog posts or social posts could be just what you need to correct that impression.

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Maximize your Google presence

When every piece of content your brand posts matters for its reputation, image, and Google rankings, it’s essential to ensure that content is crafted by experts who know just what your brand needs to thrive. Infinity Marketing can take your brand to the next level through content marketing, insightful analysis, and many other integrated services. Get in touch with us today to learn more!

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