For many marketers, the focus on quantifiable results and returns can sometimes cloud the need for brand building work to be done.
Nowhere is this clearer than in SEO, where manipulative tactics are no longer the quickest way to reach top rankings. The existence of a crowded digital marketplace also makes it harder for brands to compete for once easily available visibility.
To get ahead of this, considering a brand and awareness approach (as part of the overall digital experience) should be a strategic part of solidifying organic presence, explains Senior Digital Experience Account Manager, Kieran Reed.
Read more about using brand building for SEO as part of our latest news feature on The Drum.