Most small and mid-sized players on the Web do not have much experience with branding, nor do they know how an SE’s algorithm works. In fact, why even talk about branding and algorithms in the same sentence? The answer lies in the fact that over the course of the last two years, the two processes have become more closely related than many think.
In many respects, branding revolves around identifying the “signals of quality” that users consider important when making decisions (e.g., brand name, packaging, design, ease of use, manufacturer, etc.). Increasingly, major search engines are looking for these “signals of quality” to effectively rank websites.
By focusing on “signals of quality,” even website owners with modest budgets and no past marketing experience can increase a site’s appeal to both users and search engines, thereby improving everything from ROI to organic search rankings.