SEO and Brand Awareness: Winning Over Both Humans and Machines

There’s no denying the importance of branding for a business or the impact of search engine optimisation (SEO), but how can they work together? 

SEO may help your website climb Google rankings, but focusing only on technical aspects without considering your human audience may limit your impact. Machines may help potential customers find your site, however human-centric content keeps them there and builds loyalty.

From user-focused keyword research to engaging, authentic content, its important brands strike a balance between appealing to search engines and creating memorable experiences for real people to drive meaningful brand awareness and conversions.

Is there a perfect balance?

Both branding and SEO are rarely ever one-size-fits-all.

Strong SEO brings traffic to your site, and a strong brand identity encourages connection rather than fleeting moments of attention.

It’s possible to combine branding and SEO by ensuring that your brand tone is consistent throughout your site—from blog posts to product or service landing pages and beyond into your social media presence.

Our general rule is not to create content solely for the search engine – remember your consumer base and target audience.

How we merge branding and SEO

Our content is written by humans, for humans. When considering content that is optimised for search engines like Google, it can be easy to forget the real consumer behind the screen, reading your content and interacting with your brand.

Many people get swept up in trying to write content that they think Google wants to see, rather than the content that their potential clients and consumers need to see. Being in the top spot for Google is great for impressions and fleeting moments of attention, but you need compelling content that draws in your audience and establishes a connection to convert.

It’s easy to think that AI can do it all, but what does AI know about brand loyalty and connection, aside from what it scans in a book? Before any project, no matter how big or small, we take the time to discover your brand values, your business goals, your brand voice, and what makes your ideal customer tick.

With years of experience writing across various industries, including marine and electrical engineering, education, health, finance, and among others, renewable energy, Refined Marketing can adopt your brand tone and voice, delivering optimised content that resonates with your consumers.

Getting the fundamentals right of SEO and brand awareness

Getting the fundamentals right before your creativity and brand values can shine through is important. If the search engines aren’t showing your content, your ideal audience can’t view it as easily.

That’s why it’s crucial to work with an agency that understands SEO best practices and how to make your content as easy to understand as possible for search engine crawlers.

However, we firmly believe that once you have the fundamentals of SEO best practices in place for your content, it should be written for real people, by real people.

Do you need help refining your brand identity?

Let Refined Marketing help you shine – get in touch with our team to see how we can help at letstalk@refinedmarketing.co.uk

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