How to audit your online presence and measure your brand visibility.
Branding is very important to a business. When we think of branding, our thoughts naturally gravitate to logos, company stationery, and store signage. But online, it’s a completely different playing field.
What is online brand visibility/online presence?
To put it plainly, brand visibility or online presence is a measure of how accessible the information of your business or brand is online. As you can imagine, having strong brand visibility online is great for your branding efforts. So, do you know how much online brand visibility or online presence you have?
How to measure your brand visibility/online presence.
To answer this question, you need to conduct an audit commonly known in the digital industry as “brand visibility analysis” or “online presence analysis”.
What can you expect from a brand visibility analysis? This analysis should answer these following questions;
- Can your customers easily learn more about you or your product/services online?
- Are people talking about you online?
- Is the perception of your business ideal to your business goals?
- Does your competitor produce more search results compared to you?
With these questions in mind, these are ways to analyze your online presence or brand visibility.
Your webpage is the most important channel for your business online. It is not just a place people go when they want to learn more about you and your products/services. It is also where you run multiple digital marketing strategies such as SEO and website optimization.
- Web optimization
Is your website working on all browsing platforms?
It is important to ensure that your website works on all major platforms both on mobile and desktop. This is to ensure a good user experience regardless of what browsers your customers use.
Is it mobile friendly?
Majority of online users search on mobile. If your page is not optimized for mobile, you will be losing a lot of potential visits.
Are your pages easy to navigate through?
If your webpage is designed extravagantly but navigating through information is difficult, your users will get frustrated and abandon their visit, resulting in bounce rates.
These are a few simple ways to optimize your pages to ensure the best user experience to lower your bounce rate. The lower your bounce rate, the stronger your page authority becomes, the more favored your results will be in Google’s SERP (Search Engine Result Page).
These steps might get technical as onsite SEO are mostly coding related. Google analyzes pages using bots. Therefore, good web developers understand how these bots function and how to communicate the purpose of your website. Go through the points below and see how well your current website meets these criteria. Alternatively, you could use free tools to analyze your websites such as UberSuggest and WooRank.
Ensure you have a sitemap.
This sitemap ensures the bots know where to look when trying to understand your website. Do you have a sitemap and is the XML sitemap submitted to google console?
Making sure your images are also optimized using alt text.
Alt text is the written information of an image. As you can imagine, identifying the purpose of an image through bots might be difficult and time-consuming. Therefore, optimizing your images using alt text is very important.
Ensure your tItle tags are specific and accurate.
These are essentially titles in HTML format. For example
This is valuable information for bots to understand the purpose of the page. If a page is about flowers, but your title tag is about rainbows, then you can understand how this is misleading to users and creating an unfavorable visit, decreasing the favourability of your website.
Making sure you have an organized URL structure for your pages.
For example, if your website is www.flower.com, you might have multiple sub-pages for different purposes. If you have pages for different information, for example, roses and orchids, the proper structure would be like;
A bad example:
And lastly, content.
A website with good content contains information that is searched for and linkable. If your website has content that no one is interested in or focuses on keywords that no one looks for, it is unlikely that customers will find you through search engines simply because no one searches for it. And if your website has valuable information but it can not be shared, for example, if your website uses flashy videos, animations, audio, or requires a login to view, that could not be accessible through links and pages, people could not access nor share them. Having content that is unlinkable is like creating an unnecessary barrier to access your content.
There are multiple social media platforms out there to grow your brand presence. However, are your social media efforts all in vain? Go through this checklist to audit your social media presence. Use tools such as Facebook and Instagram insights to analyze your current metrics.
If you don’t have main accounts in all relevant social media platforms, create them today. Also, check if anyone else is using your brand name either to represent your company or a different company that has the same name as you do. Ensure your customers know your right social accounts.
How many followers do you currently have and are they growing? If you don’t have a steady stream of followers, your brand will not be reaching enough eyeballs to gain any brand recognition. The current industry standard is 7.5% growth rate. Anything below this is bad.
Reach is how much people see your post, and through that, sees you. The global social penetration rate or reach is 49%. This should be the benchmark for your posts. Identify what posts or social ads that do not meet this and re-plan your strategy.
Industry-standard for engagement is 10%. You can easily do this by checking how many followers you have and compare that to a total of how much likes + comments + shares you have on a post. If it’s not within 10%, you are below industry standards.
Are people talking about you online? Through tools such as SocialBlade, you can check if people within social media are tagging you, and talking about you. Identify 1. If people are talking about you at all and 2. If the mentions are positive.
Once you’ve audited your website, measure areas you should improve and implement strategies to keep optimizing your online presence. Learn how to improve your online presence in our next article.