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Why Brand Awareness Is The Fifth Pillar Of SEO Sponsored by Spyfu Ep. 548
Brand awareness is the fifth SEO pillar because growing branded search volume signals trust to Google, drives higher conversion intent, and requires advertising, influencer marketing, customer marketing, and digital PR working together.
Key takeaways
- Branded search traffic has higher commercial intent and conversion rates than non-branded traffic, making both types essential for business growth.
- Position one on Google can capture 38% click-through rate, dropping to about 5% at position five, so ranking maintenance matters.
- Digital PR campaigns can generate outsized value, such as the hosts citing $713,544 in online news publicity value for under $10,000 spent.
- Lookalike audiences combined with roughly $100 a day in ad spend lets platform algorithms find new customers without manual demographic targeting.
A brand needs to grow both types of traffic to maintain a healthy and growing business.
About this episode
While the traditional SEO techniques work on non-branded searches, they are ineffective on branded searches. Learn how to grow branded search by embracing brand awareness as the fifth.
Questions this episode answers
What are the five pillars of SEO according to this episode?
The four traditional pillars are keyword and content, technical SEO, onsite SEO, and offsite SEO. The fifth pillar proposed by Wilson Lau is brand awareness, which covers growing branded search volume through advertising, influencer marketing, customer marketing, and digital PR.
Why does Google care about branded search volume?
Google can measure how many people search for a specific brand name versus generic terms. A high volume of branded searches signals that a brand is popular and trusted, which leads Google to rank that brand more prominently even for non-branded queries in the same category.
What is digital PR and how does it differ from traditional link building?
Digital PR focuses on getting a brand featured in relevant, high-quality publications to build awareness and reach. Unlike traditional link building, digital PR prioritizes brand visibility over backlink quantity, and well-known publications may only provide a single link or no keyword-optimized anchor text.
How can influencer marketing support SEO and brand awareness?
Influencer marketing places a brand in front of a targeted audience through social media personalities or podcasters. Beyond direct sales, it can generate testimonial videos and product placement images usable as ad creatives, and it creates contextual exposure that drives branded search volume.
In their words
branded search traffic not only reflects the level of interest of a specific in a specific brand of that user, but also has higher commercial intent and higher conversion rate
Host
ads get skipped, shows get binged, companies should create shows. The end. Hashtag B2B marketing.
Guest
Terms defined in this episode
- Branded search
- Search queries that contain a specific brand name or branded product name, reflecting direct interest in that brand and carrying higher commercial intent than generic non-branded queries.
- Contextual targeting
- An advertising method that places ads in content relevant to the product category, such as a hotel ad in a travel magazine, without relying on personal or behavioral data about the audience.
- Lookalike targeting
- A method where an existing customer list is fed into a platform like Facebook and the algorithm finds new users who resemble those existing customers, rather than manually defining demographic segments.
- Digital PR
- Often called link building 2.0, it focuses on getting brand stories published in relevant, high-quality publications to build brand visibility and reach, prioritizing awareness over backlink quantity.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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