In a comprehensive webinar, Ryan, a Publisher Success Manager at Ezoic, shared effective strategies for enhancing brand awareness. This article encapsulates the key lessons from that webinar, offering practical tips to help web publishers build a robust online presence and gain a competitive edge in search results.
Google's algorithm updates have increasingly favored larger, well-established brands, making it more challenging for smaller niche websites to rank highly in search results. Websites with strong brand awareness fared better, while those with little to no branding experienced significant traffic losses.
Brand Awareness = users’ familiarity with your website(s) and/or brand as a publisher
This can be related to other well-known concepts such as:
EEAT (experience, expertise, authority, trustworthiness)
Digital footprint - outside signals that point to your website(s)
Ryan illustrated this with a keyword search example ("today's Wordle answers"), where all top results were from major brands. This pattern is increasingly common, making it crucial for smaller sites to enhance their brand to compete effectively.
Brand awareness is important for smaller websites to compete effectively. By building a strong brand, these websites can establish trust and reliability, which are essential factors for both search engines and users.
For smaller niche websites, establishing trust, reliability, and expertise is paramount. These elements not only help in gaining the confidence of the audience but also play a significant role in search engine rankings. Ryan highlighted that a well-recognized brand is more likely to be perceived as an authority in its niche, leading to higher engagement and better search visibility.
A well-designed homepage is crucial for brand awareness. It should serve as a robust introduction to your brand, demonstrating authority, reliability, and credibility. Key elements to consider:
Clear Branding: Ensure that your logo, tagline, and brand colors are prominently displayed. This helps in creating a memorable brand identity.
Social Media Links: Ensure your presence on major social media platforms is prominent.
Popular Categories: Highlight trending or most popular categories.
Newsletters: Provide easy sign-up options for newsletters to keep your audience engaged.
Meet the Team: Introduce your team to build trust and showcase expertise.
Value Proposition: Clearly communicate what your website offers and how it benefits the visitors. This should be immediately visible to anyone landing on your homepage.
Expanding your digital footprint across various platforms can significantly boost brand awareness. Ryan discussed the importance of leveraging social media and other online communities:
At Ezoic, we cannot emphasize enough the power of video for running a successful website. Video content is also a key part of enhancing brand awareness. Videos can also appear in search results, offering another avenue for visibility. Ryan highlighted several ways to incorporate video into your strategy:
Newsletters are an excellent way to maintain regular contact with your audience and keep them engaged with your brand. Ryan provided the following tips for effective newsletters:
Throughout the webinar, Ryan shared examples of publishers and websites that have successfully implemented these strategies to enhance their brand awareness. These case studies provided valuable insights into how different approaches can be tailored to specific niches and audiences.
A niche blog focused on sustainable living optimized its homepage with a clear value proposition and engaging visuals. By actively participating in Reddit discussions and sharing video tutorials on YouTube, the blog significantly increased its traffic and brand recognition.
A tech review site leveraged Twitter and Quora to establish itself as an authority in the tech space. By consistently posting high-quality video reviews and sending out informative newsletters, the site built a loyal following and improved its search rankings.
In conclusion, brand awareness is a vital component for web publishers, especially in the current digital landscape dominated by larger brands. By optimizing the homepage, increasing digital footprint, leveraging video content, and utilizing newsletters, smaller niche websites can effectively compete and establish themselves as trusted authorities in their respective fields. Ryan's webinar provided a wealth of practical insights and actionable strategies that web publishers can implement to strengthen their brand awareness and navigate the evolving digital landscape.
By following these detailed strategies and continuously adapting to the changing digital environment, web publishers can enhance their brand visibility, engage their audience, and achieve long-term success.
If you're an Ezoic publisher, you can watch a recording of Ryan's webinar here and register to join live webinars every Wednesday here.
Written By: Sarah Clow
Sarah is an experienced publishing industry leader responsible for organizing independent, publisher-only events; including some of the largest ever held at Google. Sarah is Ezoic's Director of Marketing.
Checkout this popular and trending content
Using Analytics To Make More Money
A revenue report can offer little to no value without truly understanding what it’s showing. See how audience behavior, UX metrics, and more is invaluable in context of revenue.
Announcement
See why content is no longer king and why your audience has taken its place. Discover why 2025 will be defined by this dramatic change.
Launch
Ezoic Unveils New Enterprise Program: Empowering Creators to Scale and Succeed
Ezoic recently announced a higher level designed for publishers that have reached that ultimate stage of growth. See what it means for Ezoic users.
Announcement
