Getting your business recognised as a brand on Google is a big deal and can take a fair bit of effort, though once achieved it will help grow your business and vastly increase brand awareness . Google's expansive and dominating network allows visibility to people all over the world from a multitude of demographics. With over 300 million active Google+ users and more than 1 billion unique YouTube visitors each month, it’s a network that every business should take advantage of to promote their brand and raise awareness.
Previous case studies show that being recognised as a brand across Google's platforms has resulted in a 400% increase in views, a 340% increase in daily comments and a 275% increase in daily re-shares. As well as a 110% increase in average visitor engagement.
So how do you get recognised?
There is no certain way to become recognised as a brand but there are numerous ways to encourage Google to recognise it, many of which are covered on Google's brand information page. All of the suggested methods involve extensive use of many of Google's platforms, including YouTube, Google+ and AdSense.
The Best: Google+
As expected Google+ is the premier way to raise awareness about your brand, and its increasing integration with the rest of the Google platform makes utilising it a no-brainer. To start off you should create a Google+ for your business, verify the page and then claim your vanity URL - this helps people remember how to get to your page. You can then link your Google+ page to your YouTube account to further increase your reach across the network and then add a Google+ badge to your website to receive, on average, a 38% increase in followers. Additionally, if your brands' online presence is strong enough your profile appears in search result pages (shown in the screenshot above) when your company or brand is searched.
Once created, a good Google+ content strategy is vital to raise awareness about your brand and create communities to help build your online audience. Posting quality content through Google+ is ideal due to it appearing in organic search results, encouraging users that you are a business of substance and have a face behind the digital wall. Additionally, using #hashtags on your content will give users searching that a stream of related Google+ posts and expose your content to a wider audience. Popular hashtags gain higher visibility in search results and include mentions across a number of platforms not limited to Google+, including Twitter, Tumblr and any other kind of blog post. By starting a trend across more than one of these platforms your brand will start trending in search results and gain much higher visibility.
The Rest: YouTube, AdSense, Amazon, eBay and Google Shopping
While Google+ is undoubtedly the best way to get recognised as a brand within the Google network, there are a number of other ways to encourage recognition. By linking your YouTube account to your Google+, you can integrate the social functionality of Google+ into your YouTube channel. You will also gain access to new tools for creators, additional channel management capabilities and be able to stream live broadcasts to the world – helping you to reach wider audiences and grow your brands online presence.
If your business is e-commerce based, you can gain visibility by selling your products on Amazon and eBay, a handy way to also increase your distribution channels and reach more people. By listing your products in more places and having mentions to your brand on high quality sites the ranking of your brand and business within search results will improve, increasing its visibility within search results and its creditability from Google's point of view. Listing your products on these sites will improve your brand's visibility within search results as it is being mentioned on a number of high quality sites. You can then also look into advertising on these sites to further promote your brand and create conversations on a number of new platforms.
Most importantly though, listing your products on Google Shopping can give you high visibility in the search engine result pages through directly related searches and similar searches. Google Shopping results are used as part of normal search results and in relevant searches shopping results are shown, alongside normal ones. When the suggested Google shopping results are shown they are normally at the top of search results, improving the visibility of your products. Additionally you can also use product campaigns that link your products to AdSense and allow you to easily integrate the launch of a new line of products on Google Shopping with a suitable advertising campaign across Googles platforms to match.
AdSense can also be used in conjunction with Google+ comments to create conversations across the web about your brand and products. You can then have "hangouts" with your followers that are essentially video conferences where you can promote events or new products, answer questions from followers and even give out special offers and promotions. This will help your content surface in search and amplify its presence amongst search, ads and YouTube.
The bottom line
Overall becoming recognised as a brand in Google is a worthwhile endeavour as it will help improve the online presence of your business and improve its promotion as a whole. Although the long process that is not guaranteed to grant success the prospect of a 400% increase in views of your brand or a 275% increase in daily shares of your brand is definitely exciting.
With Google's continued efforts to further interlink and innovate their own platforms it makes sense to strive to get recognised as brand to improve your visibility across all of Google's high quality platforms. Even if you don't get recognised as brand, branching out and linking your brand on other sites such as eBay, Amazon and Google Shopping will increase the reach of your brand, as well as giving you additional distribution channels in the case of the online shopping sites.
To find out more about how to improve the visibility of your brand online and in Google search results specifically, give Frank a call on +44 20 7097 8906. Frank is the founder of Orchid Box, a online marketing agency based in London.