As an online business, you need to work hard at getting your position cemented within the SERPs, hopefully with the end goal hopefully that you’re a recognizable brand both online and offline. It is a long road to work at gaining a high position within your relevant ranks, but it’s also not impossible to completely own the results pages for your brand, and with a lot of hard work and a little luck, you can easily dominate branded search.
Your first stop, as it should always be with branding, is with a strong AdWords campaign. There are a number of reasons you need to take the step to owning your own brand with AdWords, one of the main points being, it’s your brand. Any ads that are on that page should all be sent back to your website and no one elses. You’ll want to focus your campaign with exact match keywords and phrases so you can keep the costs down, and while their may be some competition initially you’ll push out the interlopers purely by being more relevant to the exact match settings of your branding campaign. Over time your costs to maintain a branded AdWords campaign will drop, and it will cost you a fraction of what it took to initially build up your position. What you’ll earn by owning your brand in AdWords is a higher than expected conversion rate from your PPC campaign, especially if you make sure to have your landing pages ready to make that conversion possible once the visitor arrives.
The bigger trick, and a more difficult one to earn, is owning the organic listings for your brand. Again though, just like with AdWords just because it’s difficult does not mean that it’s impossible. But just like with building your relevancy and authority with any organic search, focusing on a branded term will eventually pay off. Having the AdWords positioned and fully owned by your brand will help with your organic positions, as you’ve already had to develop the content and relevance to list in paid search. Expanding on your overall site will help your case with organic, and if you keep your quality of content as high as you needed initially over time you’ll soon have an entire branded results page, dedicated wholly to you and your business.
Whether you’re going for a pay per click campaign to get your branding started, or you want to invest the time into building a strong organic position you need to identify what your goal is from the beginning. One of the most common mistakes you can make when you have your business online is to not have a clear, defined goal or purpose. This leads the search engines to try and figure out what it is you do and who you are, and all the while you should be doing it yourself.