How Can I Improve My Brand’s Discoverability?
Discoverability is about being found in the right place and in front of the right audience. Ensuring that you target the correct audience, you must continuously test different placements with various different keywords. Here are 4 tactics to strategically improve your brand’s discoverability:
1. Targeted Organic and Paid Placements
When you take a look at various paid and organic lists in the SERP, there are many options for you to showcase your brand or products. The cost of the ad placement at the top of the SERP versus the cost of being featured in the organic articles should influence your decision of where to allocate your budget.
If we take a look at the previous example about “top log management software”, you may not have the opportunity to rank organically for the keyword, but you do have the opportunity to pay for one of seven ad placements.
Even further, you have the opportunity to be featured in as many as 10 organic results. Depending on the intent of the search query, this could maximize your ability to gain discoverability to your target audience.
2. Guest Posting
Guest posting has been known to be a valuable link building tool because of its ability to gain backlinks with keyword-targeted anchor text. However, it can also be very valuable in creating a high volume of brand awareness to your targeted audience.
For example, if you are a log management company looking to increase your brand awareness to enterprise businesses in the tech space, a backlink from Tech Crunch is valuable, but the exposure to enterprise tech holds even greater value.
Partnering with the right websites with help create a continuous flow of links coming and exposure to your target audience.
3. Content. Content. Content… (but with a caveat)
As we have been told time and time again, content is king. But this is only true with a few caveats:
- Create high-quality content
- Create content that targets your audience
- Create content that engages your target audience
Every marketer has been trapped into seeing keywords with a large monthly search volume; however, empty traffic to your website does not necessarily equal potential traffic. You must be able to create good content that connects with the intent of the user.
For example, if you are targeting enterprise businesses that are looking for digital marketing services, writing a blog that is targeting the keyword “What is Digital Marketing?” most likely is not going to reach them.
The intent of the SERP is educational and the awareness level of the user is very low. A better option would be “digital marketing services”, where the intent is at the services and solution level, and the awareness is high.