In this age of technology, building a consistently relevant online brand is becoming increasingly critical. With a wealth of resources at our fingertips, it’s easier that you think to strengthen the impact of your brand and the reach of your business. 

Although it seems simple enough, the process can feel complicated: Enter the Google Search engine.  

When searching the internet for keywords, the most viewed pages will come up as top picks among Google users. This means that the more a brand can anticipate what users are searching for and embed those words on their pages, the more traffic they are likely to attract. For example, if you’re running a small photography business and are trying to build a brand focusing on taking care of the planet, your keywords should include highly searched words and phrases, such as “climate change” or “going green.” Start your list with words that define your brand. Then add words that represent being environmentally friendly or conscious. From there, combine words to create relevant phrases and incorporate them throughout your website or social media posts. This action will help establish your brand while also maintaining a firm grasp on what people are talking about on the internet. 

It is important to understand your consumers.  

Your consumers represent and reflect your brand. It is important to understand what might draw them to your website and what you can do to keep them there. It all starts with the content: images, videos, and text. What words will be included on your website that internet users will search for via Google. A helpful tool to assist you in this process is the Google Key Ads planner website. This platform allows you to search keywords and view how often they are searched by internet users. In identifying and embedding highly searched and relevant words on your website, it will might help place your brand on that highly coveted Google search list.  

The key to being and staying relevant.

It is not enough to identify popular words and include them on your website or social media pages to be relevant. The goal is to stay relevant. Like anything else, the internet is always changing. What’s important to Google searchers one day may be different the next. To build and maintain a strong and established brand, you need to truly understand that when it comes to the internet, the only constant is change. Although the foundation of your brand will remain consistent, the way that brand is communicated may not. And that’s okay. Based on trends, the keywords sprinkled throughout your website and social media postings will change. The images and videos will change. The goal is to use these change-outs as a strategic process to keep your brand and your business consistently relevant.

Denise Kaigler is the founder and principal of MDK Brand Management, a firm specializing in brand strategy, business consultancy and career coaching. Prior to launching her business in 2015, Denise held senior, executive and C-suite roles at several global brands. Denise is the author of Forty Dollars and a Brand: How to Overcome Challenges, Defy the Odds and Live Your Awesomeness, available online at Amazon and Barnes & Noble. She is also the creator and executive producer of Brand Rewind ™, a multi-media experience that explores the actions and behaviors of personal and business brands and empowers others to learn from them. Sign up for the Brand Rewind ™ newsletter and subscribe to the Brand Rewind LIVE YouTube channel by clicking here.