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Earlier this year, Google’s Vice President of Engineering, Ben Gomes, announced that every year there are trillions of searches on Google and surprisingly 15 percent of the daily searches are new.

Gomes goes on to state in his article that, “Today, in a world where tens of thousands of pages are coming online every minute of every day, there are new ways that people try to game the system. . . our goal remains the same—to provide people with access to relevant information from the most reliable sources available. And while we may not always get it right, we’re making good progress in tackling the problem. But in order to have long-term and impactful changes, more structural changes in search are needed.”

What does this mean for marketers? In recent years, we’ve relied heavily on search engine optimization (SEO) to establish our organization’s online presence. Additionally, we’ve focused on identifying and utilizing the right keywords that will drive traffic to our website. However, with search engines continuously adjusting their algorithms and the way people are searching constantly changing, how do you keep up? SEO will always play an integral role in establishing a digital presence but today’s world may call for us to also focus on developing a digital brand that encompasses efforts beyond optimization. Here are three other elements you may need to consider when establishing your identity online:

1. Local listings: The explosion of voice searches are making online local listings increasingly popular and they are ultimately dominating organic searches. According to Northstar Research, 41% of U.S. adults use voice search on a daily basis. To effectively market for this, think about how you typically ask a question, “Siri, what is the best coffee shop near me?” “Near me” searches make establishing your online local listings very important. Make sure your business is on all the major listings and that your contact information is consistent across all platforms. Having a great locations page with detailed information on your website is also very helpful!
2. Content marketing: As search engines work to eliminate fake or irrelevant information from their search results, content marketing is becoming very important. You need to focus on providing continuous information that is relevant to your customers. Content such as videos, blogs, and infographics are a great way to update your website regularly.
3. Reputation management: Reputation management has also become increasingly popular due to the growth of voice search. You typically ask Siri for “the best” coffee near you, not just the closest. This is where customer reviews come into play. Encourage clients and customers to provide feedback on your organization’s service or product but also make managing your reputation a priority. Responding to the feedback you receive is an important step, showing you care.

Creating a digital brand for your organization is not an easy feat but thinking beyond optimization and building an overall digital strategy is guaranteed to help you succeed!

-Hannah B., Account Coordinator