{"id":657514,"date":"2025-03-17T17:15:13","date_gmt":"2025-03-17T14:15:13","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/the-new-seo-imperative-building-your-brand\/"},"modified":"2025-03-17T17:15:13","modified_gmt":"2025-03-17T14:15:13","slug":"the-new-seo-imperative-building-your-brand","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/","title":{"rendered":"#The new SEO imperative: Building your brand"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a2fa23706901\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a2fa23706901\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#Boost_your_SEO_with_brand_building_across_platforms_Learn_to_increase_visibility_track_key_KPIs_and_work_with_PPC_for_better_results\" >Boost your SEO with brand building across platforms. Learn to increase visibility, track key KPIs, and work with PPC for better results.<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#How_to_shift_your_priorities_to_address_organic_brand_building\" >How to shift your priorities to address organic brand building<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#Get_busy_with_PR\" >Get busy with PR<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#Empower_your_brands_voices\" >Empower your brand\u2019s voice(s)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#Build_a_repository_of_proprietary_content\" >Build a repository of proprietary content<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#Keep_a_close_eye_on_your_structured_data\" >Keep a close eye on your structured data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#Beef_up_your_owned_and_partner_media\" >Beef up your owned and partner media<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#KPIs_to_help_you_track_your_brand-building_progress\" >KPIs to help you track your brand-building progress<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#How_to_work_with_your_paid_search_colleagues_to_build_the_brand\" >How to work with your paid search colleagues to build the brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/buradabiliyorum.com\/en\/the-new-seo-imperative-building-your-brand\/#Wrapping_up\" >Wrapping up<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"subhead\" itemprop=\"alternativeHeadline\"><span class=\"ez-toc-section\" id=\"Boost_your_SEO_with_brand_building_across_platforms_Learn_to_increase_visibility_track_key_KPIs_and_work_with_PPC_for_better_results\"><\/span>Boost your SEO with brand building across platforms. Learn to increase visibility, track key KPIs, and work with PPC for better results.<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><\/p>\n<div class=\"bialty-container\">\n<p>In 2025, all signs point to SEO moving beyond a fixation on the Google search box and toward multi-modal search.\u00a0<\/p>\n<p>As search behavior becomes increasingly fragmented across platforms \u2013 LLM search, TikTok, Reddit, <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">YouTube<\/a>, and more \u2013 relying solely on Google will limit your organic growth.<\/p>\n<p>What\u2019s more important than ever is building your brand organically across platforms, technologies, and interactions.\u00a0<\/p>\n<p>Your brand is the connective tissue that ties everything together, whether users are searching for products, services, or simply information.\u00a0<\/p>\n<p>While optimizing for non-brand keywords remains valuable, it shouldn\u2019t be at the expense of a broader brand-building strategy.<\/p>\n<p>This article covers:<\/p>\n<ul class=\"wp-block-list\">\n<li><a rel=\"nofollow\" target=\"_blank\" href=\"#h-how-to-shift-your-priorities-to-address-organic-brand-building\">How to shift your priorities to expand brand visibility and awareness<\/a>.<\/li>\n<li><a rel=\"nofollow\" target=\"_blank\" href=\"#h-kpis-to-help-you-track-your-brand-building-progress\">Key brand-focused KPIs to track your progress<\/a>.<\/li>\n<li><a rel=\"nofollow\" target=\"_blank\" href=\"#h-how-to-work-with-your-paid-search-colleagues-to-build-the-brand\">How to collaborate with paid teams to strengthen your brand presence<\/a>.<\/li>\n<\/ul>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-shift-your-priorities-to-address-organic-brand-building\"><span class=\"ez-toc-section\" id=\"How_to_shift_your_priorities_to_address_organic_brand_building\"><\/span>How to shift your priorities to address organic brand building<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 class=\"wp-block-heading\" id=\"h-get-busy-with-pr\"><span class=\"ez-toc-section\" id=\"Get_busy_with_PR\"><\/span>Get busy with PR<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>If you\u2019ve been investing in PR consistently for your business, excellent.\u00a0<\/p>\n<p>PR has always been valuable for brand building and brand integrity, but it\u2019s more valuable than it has been in a long time.\u00a0<\/p>\n<p>A couple of years ago, we valued PR for its ability to get backlinks and high-quality placements that we could distribute on other channels.\u00a0<\/p>\n<p>Today, PR helps establish your brand as an authority.\u00a0<\/p>\n<p>Whether you\u2019re running a DIY digital PR effort or working with an agency, securing mentions in credible publications sends strong signals to both Google and LLMs.<\/p>\n<p>If you haven\u2019t been investing in PR, it\u2019s time to lean into it.\u00a0<\/p>\n<p>Make sure your expectations for PR are clear and reasonable.<\/p>\n<p>It\u2019s a great play for influence and awareness, but it\u2019s unlikely to be a major source of direct leads unless you score a big win on the right topic.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-empower-your-brand-s-voice-s\"><span class=\"ez-toc-section\" id=\"Empower_your_brands_voices\"><\/span>Empower your brand\u2019s voice(s)<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Getting your CEO out and speaking or writing about big topics is good.\u00a0<\/p>\n<p>Deploying several key members of your team? Even better.\u00a0<\/p>\n<p>A matrix of sources that covers both strategic and tactical levels of discussion on key topics is a great starting point.\u00a0<\/p>\n<p>From there, identify forums and outlets where those discussions are (or should be) h<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>ening, and start contributing \u2013 or begin the digital PR approach that will open doors for you to contribute.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-build-a-repository-of-proprietary-content\"><span class=\"ez-toc-section\" id=\"Build_a_repository_of_proprietary_content\"><\/span>Build a repository of proprietary content<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Whether it\u2019s LLMs or trade journalists, everyone loves proprietary data and research.\u00a0<\/p>\n<p>Brainstorm topics you can own with a differentiated point of view, and set aside resources to collect information unique to your brand.<\/p>\n<p>Let\u2019s say you\u2019re in telehealth. Researching average waiting room stays by state or the intervals between referrals and actual specialist appointments can generate valuable insights.\u00a0<\/p>\n<p>These topics would be catnip for your key platforms<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-keep-a-close-eye-on-your-structured-data\"><span class=\"ez-toc-section\" id=\"Keep_a_close_eye_on_your_structured_data\"><\/span>Keep a close eye on your structured data<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Structured data is a key factor in Google search efforts, but it\u2019s also valuable in connecting your brand to the larger set of industry data.\u00a0<\/p>\n<p>The more cleanly structured your data, the easier it is for Google and LLMs to ingest, and the more frequently your brand will be surfaced when that data is relevant to a query.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h-beef-up-your-owned-and-partner-media\"><span class=\"ez-toc-section\" id=\"Beef_up_your_owned_and_partner_media\"><\/span>Beef up your owned and partner media<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>The more ways you can use your website (and leverage your partners) to associate your brand name with your key topics, the more material you\u2019ll provide to discovery platforms.<\/p>\n<p>Here are some recommendations I frequently deliver to clients:<\/p>\n<ul class=\"wp-block-list\">\n<li>Create detailed case studies that name the brand in the context of industry success stories.<\/li>\n<li>Use consistent phrasing (\u201c{brand} {adjective} {keyword}\u201d) to solidify LLM associations.<\/li>\n<li>Have external sites and partner companies mention the brand in content that also discusses competitors.<\/li>\n<li>Use FAQ pages that answer \u201cWhich {brands} use {technique} to provide {solutions}?\u201d with direct brand mentions.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>Branded search and SEO: What you need to know<\/em><\/strong><\/p>\n<p><!-- START INLINE FORM --><\/p>\n<p><!-- END INLINE FORM --><\/p>\n<hr class=\"wp-block-separator has-text-color has-cyan-bluish-gray-color has-css-opacity has-cyan-bluish-gray-background-color has-background\">\n<h2 class=\"wp-block-heading\" id=\"h-kpis-to-help-you-track-your-brand-building-progress\"><span class=\"ez-toc-section\" id=\"KPIs_to_help_you_track_your_brand-building_progress\"><\/span>KPIs to help you track your brand-building progress<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Along with standard SEO KPIs (i.e., rankings, impressions, clicks, and CTR), below are a few brand-centric metrics to focus on:<\/p>\n<ul class=\"wp-block-list\">\n<li><strong>Visibility in LLM search models:<\/strong> I calculate this simply: the number of mentions divided by the number of questions you feed into the models. Because AI content can be more volatile than traditional search rankings, it\u2019s important to analyze this regularly and track progress over time.<\/li>\n<li><strong>Brand search volume over time.<\/strong><\/li>\n<li><strong>Brand search traffic over time.<\/strong><\/li>\n<li><strong>Brand mentions<\/strong><strong> on sites your audience frequents,<\/strong> whether that\u2019s Reddit, YouTube, TikTok, etc.<\/li>\n<\/ul>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to segment traffic from LLMs in GA4<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-how-to-work-with-your-paid-search-colleagues-to-build-the-brand\"><span class=\"ez-toc-section\" id=\"How_to_work_with_your_paid_search_colleagues_to_build_the_brand\"><\/span>How to work with your paid search colleagues to build the brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>While direct-response campaigns aren\u2019t likely to do much for SEO brand-building, top-of-funnel campaigns \u2013 such as YouTube ads or LinkedIn thought leader ads \u2013 can have key organic benefits.\u00a0<\/p>\n<p>Are those PPC activities, for instance, correlating with an increase in brand search volume?\u00a0<\/p>\n<p>Suppose you\u2019re advertising on more educational or informative non-brand keywords on Google.\u00a0<\/p>\n<p>Are you inserting your brand\u2019s name into the conversation around that topic so that people reference your brand more on other channels?<\/p>\n<p>Paid search\u2019s power to influence people \u2013 not just to purchase, but to associate your brand with key topics \u2013 makes it a great partner in organic brand-building.\u00a0<\/p>\n<p>Any communication you can foster to establish ties between paid search influence and organic brand strength will benefit both efforts.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>How to maximize PPC and SEO data with co-optimization audits<\/em><\/strong><\/p>\n<h2 class=\"wp-block-heading\" id=\"h-wrapping-up\"><span class=\"ez-toc-section\" id=\"Wrapping_up\"><\/span>Wrapping up<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>As you\u2019ve probably already worked out, following these recommendations will also strengthen your Google performance.\u00a0<\/p>\n<p>In particular, they will boost your chances of citations in AI Overviews and create more opportunities for your brand to rank high in search results. For example, by having top Reddit content pulled onto the SERP for relevant queries.<\/p>\n<p>The key is to take a more expansive view of SEO and intentionally position your brand as the authority on your preferred topics.\u00a0<\/p>\n<p>It might not sound dramatic, but this approach will pull you out of keyword rabbit holes and put you in a stronger position to develop your brand across the greater organic landscape.<\/p>\n<p><strong><em>Dig deeper: <\/em><\/strong><strong><em>SEO beyond Google: Building your brand on Reddit, Quora, TikTok and more<\/em><\/strong><\/p>\n<\/div>\n<p><\/p>\n<div class=\"about-author\">\n<p>About the author<\/p>\n<div class=\"information\">\n<div class=\"author-module\">\n<div class=\"row\">\n<div class=\"col-12 col-lg-3 text-center\">\n<div class=\"avatar\">\n\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" alt=\"Adam Tanguay\" width=\"140\" height=\"140\" src=\"https:\/\/searchengineland.com\/adam-tanguay\"><img loading=\"lazy\" decoding=\"async\" class=\"img-fluid rounded-circle avatar-border\" src=\"https:\/\/searchengineland.com\/adam-tanguay\" alt=\"Adam Tanguay\" width=\"140\" height=\"140\">\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<div class=\"col-12 col-lg-9\">\n<div class=\"about\">\n<div class=\"name\">\n\t\t\t\t\t\t\t<strong>Adam Tanguay<\/strong>\n\t\t\t\t\t\t<\/div>\n<div class=\"row g-2 pt-2\">\n<div class=\"col-auto twitter\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/twitter.com\/intent\/follow?original_referer=https%3A%2F%2Fsearchengineland.com%2F&amp;region=follow_link&amp;screen_name=adamta&amp;tw_p=followbutton&amp;variant=2.0\" rel=\"me\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-x-twitter\"><\/i><\/a>\n\t\t\t\t\t\t\t<\/div>\n<div class=\"col-auto\">\n\t\t\t\t\t\t\t\t\t<a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/adamtanguay\/\" target=\"_blank\" aria-label=\"opens in a new tab\"><i class=\"fab fa-linkedin\"><\/i><\/a>\n\t\t\t\t\t\t\t\t<\/div>\n<\/p><\/div>\n<p>\t\t\t\t\t\tAdam Tanguay is Head of SEO and Content at <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.jordandigitalmarketing.com\/\">Jordan Digital Marketing<\/a>, which he joined in Feb. 2019. Formerly Head of Marketing at Webflow and Head of Organic Growth at Weebly, Adam has developed successful growth programs with a mix of content strategy, copywriting, technical know-how, and analytics acumen across a range of organic channels.\t\t\t\t\t<\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/div>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/category\/technology\/\" target=\"_blank\" >Technology<\/a><\/span> category.<\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/searchengineland.com\/seo-imperative-brand-building-453277\" target=\"_blank\" >Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Boost your SEO with brand building across platforms. Learn to increase visibility, track key KPIs, and work with PPC for better results. In 2025, all signs point to SEO moving beyond a fixation on the Google search box and toward multi-modal search.\u00a0 As search behavior becomes increasingly fragmented across platforms \u2013 LLM search, TikTok, Reddit,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":657515,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/searchengineland.com\/wp-content\/seloads\/2025\/03\/The-new-SEO-imperative-Building-your-brand.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[26293,78070],"class_list":["post-657514","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology","tag-google","tag-seo"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/657514","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=657514"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/657514\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/657515"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=657514"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=657514"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=657514"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}