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The Google documents leak provided a rare glimpse into the inner workings of the SEO industry. While it didn’t outline the algorithm itself, it did validate many insights that SEO professionals had previously speculated about.
Among the various insights that emerged from the leak, one particularly caught my attention: the critical importance of brand.
Rand Fishkin, who initially brought attention to the leak, emphasized this point:
“Brand matters more than anything else… If there’s one piece of advice I would give to marketers aiming to significantly improve their organic search rankings and traffic, it would be: ‘Build a noteworthy, popular, well-recognized brand in your niche, beyond just Google search.'”
Mike King echoed this sentiment with his own observation:
“While understanding potential algorithmic changes is important for strategy, ultimately it boils down to creating exceptional content with a strong user experience and cultivating a brand, to put it frankly.”
Mordy Oberstein, a vocal advocate for brand-building in the digital space, shared on Twitter:
“I’m thrilled to see that the SEO conversation is now focusing on ‘brand.’ This isn’t new; discussions around the importance of ‘brand’ started around 2012 after the Panda and Penguin updates, when it became clear that Google was placing increasing emphasis on brand.”
This shift towards prioritizing brand isn’t unprecedented within SEO circles, marking a continued evolution in strategies since Google’s algorithm updates nearly a decade ago.
Additionally, the rise of AI has accelerated the need for a more comprehensive approach to online marketing, reducing dependence on Google SERPs.
Pedro Dias emphasized the importance of cultivating communities aligned with our brands in our conversation: “Now more than ever, we must prioritize building our own communities.”
With over 15 years of experience in offline marketing, design, and business before transitioning to SEO, I’ve always advocated for a holistic approach. I enthusiastically support the current shift towards emphasizing brand development in the digital landscape.
Mordy Oberstein echoed this sentiment in a recent Twitter post:
“I’m thrilled to see the SEO discourse focusing on ‘brand’ (thanks largely to insights from @randfish and @iPullRank following the ‘Google leaks’). Having straddled brand marketing and SEO for a decade, I can attest that branding is far more complex than many SEOs realize and will require significant adjustment.”
Inspired by his Twitter discussion, I contacted Mordy Oberstein, Head of SEO Brand at Wix, to delve deeper into the intersection of branding and SEO.
I asked Mordy, “From your perspective, what does brand building entail, and can SEO professionals adapt to this mindset?”
Mordy replied, “Building a brand essentially involves forging a connection between a company and its audience. It’s like two people meeting and the ensuing relationship is what constitutes building a brand. This relational aspect makes it challenging for SEOs because it requires a different mode of thinking—it’s not straightforward, and not everything can be quantified with metrics.
That’s not to say data isn’t important; it’s just harder to capture the entire narrative. You’re interpreting subtle signals, often from unconscious conversations. It’s about the cumulative effect of numerous small details. Therefore, every action and signal must align meticulously with the brand.”
For instance, consider a scenario where a website publishes an article titled ‘what is a tax return.’ As a professional accountant, encountering this on your blog might signal to me that the content is too basic and not relevant to my expertise—I already have a master’s degree in accounting.
These subtle signals can significantly impact perception, illustrating the need for a shift in SEO mindset.”
Reflecting on a recent discussion with Pedro Dias, he emphasized the importance of prioritizing user needs and crafting content that resonates with them. Simply targeting high-volume keywords isn’t sufficient; it’s crucial to create engaging, informative, and captivating content.
I continued by noting that there has been ongoing discourse among SEO professionals about moving away from a keyword-centric approach. However, shifting focus away from pure traffic and clicks might initially lead to a temporary dip in performance.
I asked Mordy, “How do you justify this approach to stakeholders—how do they measure success?”
Mordy responded, “Selling SEO will likely become more challenging over time. However, overlooking the brand aspect means missing the bigger picture. It’s not about settling for lower traffic volumes; it’s about attracting more targeted traffic.
While you might initially see a decrease in traffic, the goal is to establish a digital presence and build momentum that will eventually drive more qualified traffic in the long run.”
He continued, “Breaking away from old habits will be akin to committing to a long-term diet for health benefits. The digital ecosystem is evolving, and our approach must evolve with it. SEO professionals may not have paid attention to the Google leak initially, but as the entire landscape shifts, they’ll have no choice but to take notice.
Additionally, I believe C-level executives will begin prioritizing user appreciation and brand differentiation over sheer traffic numbers.”
I jumped in to emphasize that it appears SEO is indeed undergoing a significant transformation within the realm of marketing.
While Technical SEO will always hold its significance, and paid/programmatic methods will remain crucial due to their traceability,
I foresee the broader aspects of SEO converging with brand strategy and content creation, forming a cohesive hybrid role that spans these disciplines.
The conventional notion of “traditional SEO” will diminish as SEO integrates more deeply into overall marketing strategies.
In agreement, Mordy suggested that SEO traffic should be viewed within a broader context or paradigm, aligning it under brand and communications strategies.
An SEO professional who operates within the broader marketing context considers how to drive revenue and growth, what types of growth to pursue, using SEO as a catalyst for these objectives.
I also brought up the question of whether social media would become a more integrated aspect of SEO and overall online marketing.
Mordy compared Google to a moth drawn to the brightest digital light.
He explained, “Social media serves as a powerful tool for building momentum and establishing a necessary digital presence. For instance, my increased activity on social media correlates directly with more organic branded searches on Google. I can clearly see that connection.”
He emphasized that Google doesn’t overlook branded searches and establishes a semantic connection.
My discussion with Mordy highlighted an intriguing perspective: SEO will need to undergo significant transformations toward a branding and marketing orientation.
While the full impact of AI on Google SERPs and its potential industry-wide implications remains to be fully understood, I strongly advocate that those involved in SEO begin adopting a brand-centric approach to their strategies and content creation.
I recommend prioritizing the cultivation and measurement of audience relationships based on their engagement with your brand, rather than solely pursuing high-volume keywords.
Consider the user’s actions post-click – therein lies the true value.
It’s crucial to proactively adapt to forthcoming changes.
Original news from SearchEngineJournal
