How Much SEO Does A Brand Manager Need To Know?

If you are a Brand Manager, or you work in a similar discipline – how much do you really need to know about SEO? You may hear the term “SEO” and immediately think about the tactics and technical mumbo jumbo, right? But – what if I were to tell you that SEO can play a major role in your digital marketing strategy and can help extend your brand’s reach?

Still skeptical? Think about it this way – search is not a strategy. Content is a strategy that search plays a major role in.

Companies spend millions in offline advertising and then fail to bridge the gap between the demand they generate for their products through gorgeous TV and print campaigns, and the quest of their customers to find more information online after having been exposed to those campaigns.

As a Brand Manager, are you aligning search strategies with your other Marketing initiatives? Odds are, you’re already “doing search,” you just don’t know it yet, but you may not be doing it as effectively as you can. With a lot of Enterprise companies, the focus seems to be on creating Social Media content that gives the consumer an opportunity to engage. But if you’re not creating that content based on what people are already telling you they want (via search), you’re missing the point.

Search is really about making sure that all of your digital assets are created in a way where they have an opportunity to dominate the Search Results page for business critical terms – pushing your competition out of the picture. You can also provide insight that answers questions such as:

  • What are people saying about our brand and our competitors?
  • What specific terms and categories are my consumers interested in?
  • How can I use this information to make a better web experience?

So, the next time there’s a conversation about SEO and social media content– consider these points that may help you develop your overall Digital Marketing Strategy.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: All Things SEO Column | Channel: SEO


About The Author: is Regional Director of Client Strategy at Global Strategies International, an Enterprise Search Marketing Agency.

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  • Baxie404

    In today’s time, brand management and search go hand in hand. You can do an amazing job branding your company, but if you don’t also take the time to adjust your efforts based on what’s being said about you it becomes a waste of time.

    While the sentiment of traditional media is still important, most of that (television, newspaper, magazine, radio, etc.) will be duplicated or recapped into an online format. That web content plays a large role in what people think about your brand. Therefore you should be proactive in learning some SEO basics so that you can help the information that is important to you rank.


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