As someone who builds websites for a living, I have to stay up to date with all the latest news and information about web design, development and of course SEO. As a huge podcast listener, one of my favourite ways to do this is via a fantastic Australian podcast ‘The SEO Show’.
A topic that’s been covered frequently recently on the show is the importance of brand building. In episode #126, hosts Michael and Arthur discussed how Google is quietly increasing the weight it gives to brand signals, and another recent episode with guest Greg Heilers explored the importance of brand building and how it’s becoming even more important.
This insight perfectly aligns with what I’ve been observing in my work with small businesses. Many business owners can find it overwhelming and challenging to know what factors are going to help drive results online, and often are missing the bigger brand building picture.
With the rapid adoption of ChatGPT and other LLMs, and AI overviews in search results being the new normal, it’s super important to start thinking about brand signals as they are becoming increasingly important.
As a small business owner, you’re already stretched thin. You understand that having a strong online presence is crucial, but keeping up with SEO trends and changes while managing everything else can feel overwhelming. Let’s make it simple, and go through why investing in your brand building might be the most strategic SEO move you can make right now.
The evolution of search algorithms
Search engines have come a long way since their early days of simply counting keywords and links. While backlinks were once the gold standard for determining a website’s authority and relevance, Google’s algorithms have become significantly more sophisticated.
In the past, link building was straightforward: get as many websites as possible to link to yours, and watch your rankings climb. Today, Google is much smarter about how it evaluates websites. The search engine now aims to understand entities and brands rather than just assessing individual pages.
This evolution has accelerated with the rise of AI. As AI-generated content floods the internet, Google has had to adapt its algorithms to distinguish between valuable, authoritative content and mass-produced, generic material. This shift has placed greater emphasis on recognisable, trustworthy brands that consistently provide value to their audience.
Recent algorithm updates have increasingly favoured brand signals over simple link metrics. Google’s helpful content update, for example, specifically targets content created primarily for search engines rather than humans – a clear indication that the search giant values authentic brand voices over hacky SEO-first approaches that have worked in the past.
What are brand signals?
Brand signals are the digital footprints that help search engines understand your business’s identity, authority, and relevance. Unlike backlinks, which are primarily technical in nature, brand signals encompass a broader range of factors that reflect how users and the wider internet perceive your business.
Some key brand signals include:
- Brand mentions: Both linked and unlinked mentions of your brand across the web signal to search engines that your business is recognised and discussed.
- Brand search volume: When people search specifically for your business name, it tells Google that you’re a known entity with an established audience.
- Social media presence: Active social media profiles with genuine engagement indicate that your brand has a community around it.
- Customer reviews: Positive reviews across various platforms provide strong trust signals to both users and search engines.
- Content consistency: Publishing quality content that aligns with your brand values and expertise helps establish your authority in your field.
- Website user experience: A well-designed website that provides a seamless experience for visitors indicates professionalism and trustworthiness.
These signals collectively paint a picture of your brand’s relevance and authority that goes beyond simple link metrics.
Link building vs brand building
For those who might be new to SEO terminology, let’s start with the basics. Backlinks are simply links from other websites that point to your website. They’ve long been considered the currency of SEO because they act as “votes of confidence” from one site to another. When a reputable website links to yours, Google interprets this as a signal that your content is valuable and trustworthy. Historically, the more quality backlinks you had, the higher your website would rank in search results.
Traditional link building strategies often focus on quantity over quality. This approach has several limitations in today’s SEO landscape:
First, acquiring high-quality backlinks has become increasingly expensive and time-consuming. To build quality links the right way requires good quality content, paired with both strategy and a lot of groundwork.
Second, aggressive link building tactics can put your website at risk of penalties if they appear manipulative to search engines.
Third, the return on investment for link building has diminished as Google’s algorithms have become more sophisticated in evaluating link quality.
Brand building, by contrast, offers a more sustainable and effective approach to improving your search visibility. When you focus on building a strong, recognisable brand, you naturally attract high-quality backlinks as people reference and share your content.
Digital PR plays a crucial role in modern brand building. Unlike traditional link building, which often focuses narrowly on acquiring backlinks, digital PR takes a broader approach by generating brand awareness, establishing authority, and creating meaningful connections with your audience and industry influencers.
By securing mentions in industry publications, participating in podcasts, or being featured in relevant news stories, you’re not just building links… you’re building your brand’s presence and reputation in your industry.
Brand building strategies for small and medium businesses
As a small business owner with limited time and resources, how can you effectively build your brand to improve your SEO? Here are some practical strategies:
- Create a consistent brand voice and identity: Ensure your website, social media, and all content share a consistent tone, visual style, and messaging. This consistency helps make your brand more recognisable and memorable.
- Develop content that showcases your expertise: Create in-depth, valuable content that addresses your customers’ pain points and demonstrates your knowledge in your field. This positions you as an authority and attracts both readers and backlinks naturally.
- Leverage digital PR opportunities: Look for opportunities to be featured in industry publications, local news outlets, or relevant blogs. Respond to journalist queries on platforms like HARO (Help a Reporter Out) or SourceBottle to gain media mentions.
- Build a community around your brand: Encourage customer engagement on social media, respond to comments and reviews, and foster a sense of community. This engagement signals to search engines that your brand has an active, loyal following.
- Turn customers into brand advocates: Provide exceptional service that motivates customers to leave positive reviews and recommend your business to others. Word-of-mouth remains one of the most powerful forms of brand building.
Finding the balance
While brand building is becoming increasingly important, this doesn’t mean link building is obsolete. High-quality, relevant backlinks remain a significant ranking factor. The key is to find the right balance and integrate brand building into your overall SEO strategy.
Start by auditing your current online presence. Identify opportunities to strengthen your brand signals while continuing to build valuable backlinks through legitimate means.
Remember that brand building is a long-term strategy. While link building might show quicker results, the benefits of brand building are more sustainable and compound over time. Be patient and consistent in your efforts.
To measure the impact of your brand building activities on search visibility, track not just your rankings but also brand mentions, direct traffic, and branded search volume. These metrics provide a more complete picture of your brand’s growing influence.
The future of search is brand-centred
As search engines continue to evolve and AI becomes more prevalent in content creation, the ability to distinguish your business as a trusted, authoritative brand will only grow in importance. Google’s ultimate goal is to provide users with the best possible results, and increasingly, that means favouring established brands with proven expertise and value.
For time-poor small business owners, this shift presents both a challenge and an opportunity. While building a strong brand requires consistent effort, it aligns with what you’re already aiming to do: create a respected business that stands out from the competition.
By making brand building a priority in your SEO strategy, you’re not just chasing algorithms – you’re creating a stronger business that resonates with both search engines and customers.
Ready to strengthen your brand’s online presence? Get in touch today to discuss how I can help your business develop a solid foundation online to support a brand-building strategy that boosts your SEO and grows your business.
