How To Establish A Successful Brand Voice For SEO Advantage

SEO writing in colorful font
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Branding is one of the most powerful practices for a business. If done right, people pay more, buy more, make faster purchasing decisions, and stick with the same company until they become brand advocates.

Branding is also an undervalued SEO tactic. Your customers, all of your stakeholders, and your investors have a perception of your company through your brand and your brand voice.

People's feelings about your company in the marketplace are impacted because of your brand as it's a combination of promise and personality.

SEO is more important than ever before due to the competitive online environment for brands. Branding and SEO shouldn’t be considered mutually exclusive things. They work best when kept on the same page.

Around 50% Millenials find and buy from a new brand by just searching them on their mobile devices in spite of knowing very little about them. You have to see the real value in an SEO branding strategy for people to make your brand their favorite one.

In this article, we’ll guide you through the process of creating a brand voice for an effective SEO branding strategy that can help you increase branded traffic to your website in the long term.

What Is Branding and Brand Voice

Branding is the marketing practice of creating a symbol, name, or sign that differentiates a product from others. Some examples of branding techniques include the use of taglines, mascots, jingles, or logos.

Brand voice refers to the personality, emotion, and way you talk to your customers infused into your brand’s style of communication.

Why Is Branding And Brand Voice Important

One of the main reasons branding being relevant is that people often tend to make purchase decisions with their heart, not their head.

They buy from brands they can really connect with, that fit in their lifestyle, and fit their personality. So, it’s really important that when they come across your website or follow you on social media that they get a sense of your brand’s personality.

Language and brand voice are a huge part of how you demonstrate that kind of personality.

Another reason branding and brand voice being considered so important to boost your SEO can be summed up by the phrase, “Don’t tell me you're funny, make me laugh”.

In an increasingly digital-focused world, most people’s first experience of your brand is online and it’s often through your marketing copies. They’re going to read your website, your blog, your social media posts, and so it’s your content that's got to show those characteristics that we are “funny”.

The final reason why we think branding and brand voice is so important because it’s not optional.

There’s a lot of things in marketing like podcasting, social media, paid advertising - things you could choose to do or not do, or engage with to a greater or lesser degree.

But when it comes to a brand voice, you have no choice - you NEED to have one.

meeting on how to establish a successful brand voice for seo advantage
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How Does Brand Voice Help SEO

Brand voice and SEO are considered two sides of the same coin. Here, SEO does the first part of the work. It gets people to your content in the first place.

Once that’s done, SEO hands over the baton to brand voice and to other areas of content. This is to make sure when people actually get to your content, they actually read it, engage with it, connect with it, and respond.

So, in essence, brand voice is one of the things that makes sure that your SEO efforts actually pay off and convert people.

Developing Your Brand Voice

Developing your own brand voice might not be as easy as you think it might be. The main goal of your brand voice is to be able to reflect who you are as a business and also to ensure potential customers can engage with it on the right level.

1. Consider The Demographic

The first thing you got to do is really getting to know your customers.

Research what they want and how they want it to be presented to them. Consider the following parameters and demographics: gender, financial situation, age, lifestyle, and profession.

You can also carry out a competitor analysis for companies in similar industries to see how the brand voice works for them. After you properly understand who your target demographic is, you can tailor your brand voice according to their preferences.

If your content is aimed at an older demographic, it's better to keep your content tone a bit formal. Whereas when you are targeting a younger group of people, you might use a friendly style of writing with a few emojis thrown here and there.

2. Review Your Brand Promise

Your brand promise is not something you say to your customers, it's the basis of how your organization promises to relate to those to come across it. That's the reason why a brand promise is said to be the essence of that brand.

It's really hard to develop a successful brand voice without a strong brand promise. Here are some examples of brand promises from huge organizations if you have not developed your brand promise yet:

A vital part of your content vision is your brand promise. Once you have your own brand promise, this can be an integral part to develop your brand voice.

3. Look For Inspiration

While developing your brand voice, you can look up the ones created by your competitors, or the brands with the same target audience.

Research, read, learn from the content developed by other major brands and tweak it according to your customer base. Below are some of the organizations with solid brand voices to learn from:

4. Document Everything

Document the entire process of developing your brand voice is a good practice. You can compile and publish this to internal stakeholders including your marketing and sales team.

While creating brand voice guidelines and/or best practices in your company style guide, make sure you set appropriate benchmarks. This helps marketers working in or with your organization understand how and when to incorporate the brand voice in marketing communications.

5. Ensure Consistency

Consistency is a key factor when it comes to brand voice implementation. All of these above-mentioned activities won’t be enough if you don't ensure consistency in your efforts.

You have to always reiterate your brand voice to your company’s employees and stand by it. This is crucial during the initial phase of implementing the brand voice, which helps you to make it a part of your company culture.

meeting on how to establish a successful brand voice for seo advantage
Image by Gabrielle Henderson from Unsplash

The 5 Ds of Developing A Brand Voice

The 5Ds include actionable tactics to help you to find, develop, and improve your brand voice. This includes defining your “why”, differentiating from the competition, developing brand personality, and

1. Define Your Why

“People don't buy what you do, they buy why you do it. What you do simply proves what you believe”. -Simon Sinek, Start With Why.

People don't care about your what, they care about your “why”. There are millions of people doing the same thing that you are doing. But why does it matter to you is what's compelling as to why they might choose you over someone else.

So, ask yourself these questions to get you in the right mindset when you are developing your why.

These are questions to give you a gut check on why are you doing what you are doing, what is your brand and why does it matter. Below are a few examples of some companies that have done this right.

2. Differentiate From The Crowd

“When you write like everyone else, you are saying, “Our products are like everyone else’s”.

Would you go to a dinner party and repeat what the person the right of you is saying all night long? Would that be interesting to anybody? Why are so many businesses saying the same things at the biggest party on the planet- the marketplace?”- Jason Fried.

Differentiating your brand voice really goes a long way in terms of the marketplace. Let’s go to another gut check. These are questions you can as yourself to separate your brand from other competitive ones:

3. Decide who your people are

“It is an insight into human nature that is key to the communicator’s skill. Whereas the writer is concerned with what he puts into his writings, the communicator is concerned with what the reader gets out of it. He, therefore, becomes a student of how people read or listen”. - William Bernbach

lots of people going here and there
Image by Timon Studler from Unsplash

You can be an amazing writer but if you don't know how people communicate and who you're communicating to, your words really aren't going to be very effective. So it's all about studying how people read, how they listen, how they communicate effectively.

4. Develop Your Personality

A brand personality makes your brand more relatable to your target audience. It embodies a set of emotional traits and behaviors, which remain consistent over time.

Having a relevant brand personality can help you build strong relationships with your audience.

Developing a brand personality boils down to one broad question - How do want your audience to perceive you?

This can be further broken down into:

Do you want to come off as reliable? Do you want to be considered sophisticated or carefree? How much humor do you want to incorporate in your content?

Crafting a brand personality is easier when you’ve clearly understood what your target audience is looking for.

5. Dedicate Your Company’s Mission

When you think about your brand, what are the words that come to you, and what defines your company best?

You have to know what your brand is bringing to the table and exhibit it to the customers visually and through your words. Warby Parker and MailChimp nailed this part of developing their brand voice.

Final Thoughts

Branding and SEO aren’t mutually exclusive. Having a robust branding strategy and the right brand voice can boost the effectiveness of your SEO efforts.

Understanding the importance of developing a brand voice, and making efforts to create one is the first step to a successful branding strategy. You need to make sure that your SEO strategy is on par with your branding efforts. To do so you need the right tools at your disposal, including an all-important backlink monitoring solution like BacklinkSEO.

BacklinkSEO helps you automate your backlink outreach and monitor your backlink profile so that you can gain quality backlinks and grow your traffic consistently.

Why wait any longer? Create a free account on BacklinkSEO today and keep tabs on your backlink profile in real-time!

What is an SEO Score: The Ultimate Guide to Understanding SEO Scores

What is an SEO score? Is SEO score a buzzword? Why is everyone jumping on the bandwagon to improve their scores? How can I use this score to improve my site ranking? If you have all these questions buzzing in your head, then you have come to the right place.

In this blog, we have broken down each and every concept of SEO backed by refresher topics and explanations. Hence, this guide will offer you valuable insights on your SEO score as well as clear all your related queries. Feel free to jump to skip forward to any topic on the table of contents.

man & woman on computer seo score

What is an SEO Score

An SEO score is an overall score attributed to your website based on several broad factors of SEO and associated sub-factors. The score measures as to how well-optimized the content and the technical aspects of your website are to ultimately contribute to better rankings and organic traffic.

The SEO score is originally a part of the Digital Certainty Index™.

Digital Certainty Index™ or (DCI™) Explained

The Digital Certainty Index™ measures the overall performance of a website based on three scores.

  1. Quality Assurance: The Quality Assurance score is a measure of a website’s user-related metrics. For instance, content quality, up-to-dateness, UX, and site security are some of the metrics under the QA Score.
  2. SEO Score: We will discuss this section more in the latter part of the article.
  3. Accessibility Score: This metric on the surface looks like a compliance score. However, it’s not. It is a measure as to how well a website performs on standards set in Web Content Accessibility Guidelines (WCAG) by W3C.

Each score indirectly affects the others, since they are intertwined with each other. Moreover, each category makes up one-third of the total DCI™ score.

Four Broad Metrics for Measuring the SEO Score

There are four metric categories for measuring the SEO Score of your website. Each category has subcategories under its wing and has a different weightage. The four categories are:

Technical Metrics

Weightage: High

Technical SEO is the key driver of organic SEO. It measures the accessibility, crawlability, and indexability of your website. In simple words, you must make a conducive sitemap for the search bots. Make sure they can crawl and index your website without getting restricted.

The following are the sub-categories that contribute to your final technical SEO Score.

1. Friendly URL Format

By friendly URL, we mean friendly towards both humans and search bots. A friendly URL contains the web address in such a way that it explains the content and readable, thus easily comprehensible. Therefore, the users remember the URL. Moreover, search bots can also identify the content of the page easily.

For better clarification, here is an example of a bad URL. Can you make anything of it? Definitely no!

https://www.yourdomainname.com/index.php?productID=34848

Conversely, here is what a friendly URL looks like.

https://backlinkseo.com/get-backlinks-automatically/

Now both you and the search engine crawlers perhaps understood in an instant that this is a page that describes how to get backlinks automatically.

2. Indexability of your Website

Indexability refers to the ability of the search engine to crawl, analyze, and add a specific page to its index. It is the next step to crawlability.

An ideally indexable page has a well-defined sitemap and well-organized data markup. These resources assist the bots to crawl and finally index the site. Moreover, an optimized indexable page uses nofollow links wisely to prevent itself from unauthorized sites and malware.

Here is a general overview of how to improve the indexability of your website.

3. Technical Quality of the Website

Technical quality, as the name suggests, obviously contributes to the technical score and ultimately the SEO score. It is simply the perceived quality of the website by search bots. For instance, a technically sound website will have a safe and error-free domain.

4. Page Speed

Page speed refers to the speed at which the content on a page load. Usually, each crawler has a cap on how long it can crawl and index a particular site. Hence, loading slowly can cause the bots to not crawl your site after all.

Even from a human perspective, page speed can affect your SEO rankings. In an era full of impatient customers, slow loading translates to high bounce rates and ultimately, worse search rankings.

How to Speed up your Website

1. Image Optimization:

Images can play a double-sword role on your website. At one spectrum, images can help visitors to better engage with the content. They also help in setting your brand tone. Furthermore, images backed by proper information can convert visitors into potential customers.

However, misapplication of images can cost you customers instead. Amateur webmasters often upload images that do not fit in the website and hence, not displayed. For instance, a 2000 x 2000 pixel image would be eventually displayed in 200 x 200 pixels. However, doing so would take 10X times more time to load the image.

Therefore, it’s always a pro move to scale the image.

2. Simple Web Design

At this point, you must have realized that a simpler website has an upper hand in loading time. Hence, they almost always rank better than complex ones. Simple web design also flattens the new visitor’s learning curve, and thus increases the chance for conversion.

3. Turn on Cache and Cookies

Allowing caches and cookies decreases the loading time for your repeat visitors. Therefore, this step indirectly boosts your UX metrics, and ultimately your SEO score. To summarize, the ultimate answer to speeding up your website lies in improving on-page SEO.

Content Metrics

Weightage: Medium (or moderately high at best)

The content metrics the quality, engagement potential, relevance, and SEO-alignment of the site content. Moreover, it is also a measure of how accurately the meta-content describes the actual content.

The following are the sub-categories that contribute to your content score.

1. Content Quality

This metric falls on both spectra, subjective and objective. Quality content is relevant, updated, concise, and readable. It provides actionable value to the users. Moreover, the text does not have petty grammar issues.

Furthermore, the content is designed in such a way that the users can glide through the page seamlessly. For instance, proper utilization of headings and subheadings is an attribute of guided content.

Finally, beware of broken links on your page. They don't only piss off potential customers but also affect your SEO score.

2. Indexability of the Meta-Content

Having a short meta-descriptions for all pages is crucial to your content SEO score. Having accurate descriptions helps both the site visitors and the search engines.

3. Uniqueness of Content

Avoiding duplicate content is absolutely mandatory for a healthy SEO. By duplicate content, we mean the following scenarios.

  1. You have two or more pages that have the exact page title and contain the exact same content. However, the pages have different URLs.
  2. You have two or more pages that have the exact page title and contain different content on each page.

Furthermore, ensure that you have different meta-descriptions for each page. Duplicate meta-content does hurt your SEO score.

User Experience Metrics

Weightage: Low

There is a wide range of UX metrics to assess the quality of user experience on your website. However, not all of them are related to SEO score or such. UX metrics that actually affect your SEO are the following.

Furthermore, other factors such as link hierarchy and alt tags also influence the UX SEO score.

Mobile User Metrics

Weightage: Medium

The number of smartphone users has increased from a mere 2.5 billion to a whopping 3.8 billion in the last 5 years. Hence, it is only rational that mobile user metrics be taken into consideration.

The mobile user metrics measure the responsiveness and adaptability of a website when accessed from a mobile device. Moreover, a site with a good SEO score must have different displays for different windows. The mobile display should be optimized for small-screen tapping and scrolling.

Furthermore, page loading time on mobile devices is also factored in this metric.

Other Metrics that Affect Your SEO Score

1. Backlinks

To explain why backlinks are important to your SEO efforts, we will proceed with an analogy. Whom would you offer your vote to in an election? Any rational person would choose to endorse the most trusted candidate.

Likewise, backlinks can be compared to signals of trust from the referring website. It means that the link providers are confiding their trust in your website. Furthermore, backlinks work as signals to the crawlers. In general, the more backlinks you have, the more trusted you are.

By backlinks, we often refer to dofollow links only. However, nofollow links are equally important to your SEO score. Nofollow links play a crucial role in driving referral traffic. More traffic increases the likelihood of more customer engagement. More engagement translates to better lead generation and in turn, better sales record.

Ultimately, you have generated more profitability leading to better authority. Furthermore, a better backlink profile eventually translates to better domain authority and website ranking. Hence, you can portray your website as trustworthy business to potential customers. This claim only bolsters our previous take on backlinks.

The bottom line is that backlinks have an important role in your SEO score.

2. Domain Authority

Domain authority is a measure of the authoritativeness of your website on a scale of 1 to 100. A higher number translates to better domain authority. Usually, sites with better domain authority get priority on search engines. Hence, your domain authority can influence your SEO score.

How to Calculate your Domain Score

1. Log in to your Free Moz Account.
2. Open the Free Domain SEO Metrics Tool.

moz domain seo metrics tool

3. Input your website domain and Analyze Domain.
4. You will get a domain authority score within the range of 1 to 100.

What the Domain Numbers Mean (In General)

Why You Need to Find the SEO Score of your Website

As we asked before, are you jumping on the bandwagon of calculating mindless scores? The answer depends. Calculating your SEO score helps you if and only if you know why you are doing so. Here are some plausible reasons for you to go forward.

Having an objective comparison such as SEO score helps you to compare yourself with your competitors. It helps you identify your strengths and weaknesses. Thus, knowing the score helps you make better SEO decisions.

Moreover, you can outline the better-performing companies’ strategies, emulate them, and craft even better strategies. For instance, you can identify the keywords or audience group the successful competitors are targeting.

Furthermore, you can even evaluate what your competitors are doing wrong. In that case, leverage this opportunity to learn and come up with better solutions.

How to Calculate your Final SEO Score (Easy Way)

Now that you know all the ins and outs of SEO score, let’s dissolve the final question that is troubling you.

How do I calculate the SEO score for my website?

Calculating your score manually can take you weeks or even months. In this regard, we suggest that you resort to a professional SEO audit. However, how to choose from tons of auditors out there? Hence, here is a platform that we recommend.

RankToday: Simple & Straightforward SEO Solutions

Most SEO auditors that we have come across dive into complex conversations. However, RankToday prides itself on data-driven research, but precise and client-friendly recommendations. You can even get a solid SEO score backed by rich insights with its free SEO Audit Tool.

ranktoday seo score tool

Conclusion

So, are you ready to find your SEO score and act upon it? Do share your valuable insights and comments with us. Since you have come this far, we would like to share one last insight with you. It seems like you take your SEO marketing very seriously.

In that case, we recommend that you take a tour of our backlink monitoring tool, BacklinkSEO. Our proposition is simple. We help you monitor your most important backlinks so that you can focus on growing your traffic.

Finally, we wish you the best of luck with your SEO efforts.