While it’s wonderful that your parents think you’re the best at what you do, it’s important that potential customers also share that sentiment. When you’re building a brand, it’s essential that people who come across your site don’t just think of you as a dime a dozen. You want to stand out above the rest by showcasing your expertise in the field. That’s what brand authority is all about.
Brand authority refers to the trust that people have in your expertise. When you have a high level of brand authority, it can increase your customer acquisition and retention because you’re seen as an expert in your field. Whether you own a healthcare facility, an environmental nonprofit or something in between, being seen as trustworthy can make a world of difference.
You can build brand authority in several different ways, from news coverage to hosting events. But the power of search engine optimization (SEO) for building brand authority shouldn’t be underestimated.
5 tips for using SEO to build brand authority
While the quality of your services and products will speak for themselves, it’s not likely for people to experience that quality if there isn’t already a layer of trust before they decide to spend their money on your company. Search engine optimization can help you build brand authority by ranking you high for relevant keywords. You may even be found in an AI overview or featured snippet, highlighting you as the best of the best content on the topic. OK, so how do you get there?
Here are five tips to test out when you’re using SEO to build brand authority:
- Build reputable backlinks — Of course you want to tell your customers, “We’re the best, trust us!” However, it’s more effective when that claim is backed up by another source. That’s why backlinks are essential. Backlinks refer to links for your site that are found on another site. Essentially, another source is vouching for you. Build backlinks with reputable sources by replacing broken links, using directories or even sending cold emails. Backlinks are one of the main contributing factors that are considered by search engine algorithms.
- Always include internal links — While having links to your site from other sources is effective, don’t underestimate the power of using your own links as well. Internal links aren’t just about tooting your own horn. They essentially allow people to dig deeper into your content archives to recognize your depth of knowledge. By linking to other informational posts of yours, you’re showing both users and the algorithm that your insight goes beyond the surface.
- Engage with your customers — When a person is an expert in their field, they should acknowledge all questions and feedback, regardless of whether it’s good or bad. When you engage with customers online, you showcase your expertise by providing answers to direct questions while being relatable and accessible. Interacting with your users on social media or through your site’s comments allows you to be seen as a helpful expert by the algorithm.
- Share customer testimonials — While getting a stamp of approval from other experts is valuable, customers often value the opinions of other customers just as much. By highlighting positive customer testimonials in your content and on your website, you’ll be able to showcase how you build trust with your customers and why others should put their trust in you. Reviews are also considered an important factor for SEO performance.
- Collaborate with other experts — It’s likely that people already know certain experts in your field, such as award-winning researchers for healthcare and financial experts on popular podcasts. Associating with other notable names instantly increases your level of credibility. This can mean anything from writing a guest blog post on their site to exchanging social media mentions.
Your brand authority not only plays a huge role in your credibility as an expert, but it can also boost your brand awareness. BURG+CO. can make sure that your SEO efforts boost your brand’s authority and get you in front of the right eyes for lead generation.
BURG+CO. can help you build brand authority
Increasing traffic to your website plays a role in increasing conversions and leading to new clients. However, it’s difficult to attract visitors to your site when you don’t know what to do. Fortunately, this is what we specialize in at BURG+CO.
Our team has years of experience in helping businesses improve their digital presence to attract new leads and retain existing ones. If you’re looking to perform better in search engine results and attract more visitors to your site, we’re ready to talk to you to see how we can help. Contact our team today for more information about digital marketing or to schedule a complimentary consultation.