Brand Marketing with Digital Entities

Marketing with entities requires an understanding of how search engines work: SEO algorithms. How a site appears in search or the anatomy of what content on the page effects the sites appearance in search. Search intent or what the search query is going to be looking for to provide the listing.

Customer Empathy Guides Marketing

Marketing is and always has been about providing a solution to the client.

  • Identifying the Wants
  • Identifying the Desires
  • Identifying the Needs
  • Providing a solution to the client's pain point

The client has a need, sometimes called a pain point, and the product or service provides the solution. Pre-internet, marketing provided the lead to a sales person who may be the person who empathized with tne pain point and offered the solution.

Solution Smith's brand marketing services are focused on digital entities; The term entity relates to a record in a computer database, (Entity–relationship model). Every product or service is a search entity ... The website is an entity ... the brand is an entity. The digitalization of brands, -- (like the digitalization of resumes and the digitalization of the client's intent), -- means the correct terms need to be associated with the brand, products, and services; And, the value proposition. Opportunities exist to help customers find the brand that is a match, or ideal customer, for businesses by associating the correct entities to the brand.

Brand Marketing, the signature of quality

In commodity markets, there are many generic products, but there are also those who take pride in their work and sign what they produce. A brand represents the signature of quality a company provides. Consumers want a product that is of good quality and prefers to deal with brands that they can trust to supply the quality they want. Digitial marketing has focused on the numbers which are easiest to messure, impressions and clicks, and loses focus on traditional marketing that messures sales.

  • Organic brand marketing returns to customers over engines

... Brand Marketing and E-E-A-T ...

The goal of brand marketing is having customers trust the brand for quality, service, and trustworthiness. The goal of E-E-A-T is simular but promotes sites that demonstrate Expertise, experience, Authority, and Trust.

  • Experience is shown by how long the business has been helping customers? By how long much experience do the people in the company have? By hands-on knowledge of the product or service.
  • Expertise is shown by information content about the product. By informational content that shows the business is aware of the need product or service? How the product provides the customer with a solution? How a product or service is best for quality? How it is the best value?
  • Authority is shown be having points of contact, or having the site listed, on sites where people can ask questions or peer-review the product or service; Having customer reviews on products on the site; Having a details review or comparison of the product on ones own site.
  • Trustworthiness is shown by having the Name, Phone number, and Address listed clearly on the site. Contact information and information on the key employees listed on the site. Privacy policy if the site collects information about its visitors. Return and customer service information if the product collects money through the site.

E-E-A-T has not yet evolved into a ranking factor ... it is currently a qualifier that the page is relevant for the search query to be able to appear at the top of search and not as supplemental information when no E-E-A-T page is available.

Sales Funnel Becomes Search Intent

The sales funnel, Awareness, Interest, Desire, and Action within the scope of SEO becomes search intent.

  • Awareness becomes the client intent of information query or research query
  • Interest and desire become the information search intent
  • Action becomes the transaction client intent

Modern search engines are focused on matching the search intent to help the client accomplish their goal. Modern marketing is aligned with the same goal. Organic search is based on search entities or digital entities, a product of natural language processing that providing a topical understanding of keywords or query terms.

Evergreen Content and Updates

Client behavior has changed, not that many years ago visitors were happy to land on a page where search intent was not yet determined. Today they are more likely to click the back button if the page does not match their intent.

If they want information but the page is selling a product instead; It is not a match. If they are looking for an answer to a question, and the answer is buried; It is not a match.

Google may have started the trend but now it is the new normal; Even if Google stopped using search intent, the clients would continue using keywords to match their intent.

... Search intent shifts over time ...

Keyword phrases or search query intent, are determined by AI noting client interactions with the search results. Over the course of months, clients may prefer one type of content over another for the search query ... pages need to be checked and updated as a normal course of events.

Search Engines, AI, Machines use Natural Language Processing use entities

Marketing with entities requires and understanding of how search engines work:

  • SEO Algorithms
  • How a site appears in search or the anatomy of what content on the page effects the sites appearance in search
  • Search intent or what the search query is going to be looking for to provide the listing
  • Entities; Which, are topical keywords or conceptual keywords ... entities relate to groups of keywords

And how visitor interact with the content.

SEO Algorithms, a Website Perspective

SEO/SEM, Anatomy of a Search Listing

More points of contact

✔ Finding your customers - Event Promotion

Events have their markup for online promotion, provide rich search results, and can be leveraged with the site to help in digital marketing and spread awareness of your brand.

✔ Are you on the map?

Being on the map is important for most brick-and-mortar, retail businesses. Most known retail searches on Google include a map with the most popular locations that fit a given search. Google collects this information from other sides, content embedded on the site, and when somebody creates an account on Google for the business. The predominance of the map listing is also synergistically leveraged against the site.

✔ Local and National Search Optimization

Google Maps is the first step to improving local search, and the better the site is optimized the site will get impressions over larger areas on the map and nearby areas. Getting national search impressions falls back to the core elements of search engine optimization, both on and off the page.

✔ Google knowledge graph

The google knowledge graph feature appears next to the search results on a Google search when somebody is searching for your name and is filled in by either the information used when a Google account is created or schema-coded content which is on the website. Additional features appear within the search results and are powered by Schema type content. Much of which work synergistically with a national search.

✔ Cross Branding on Social Media, YouTube, et la.

If your customers are on social media you can reach them there. The content on social media works synergistically with both local and national searches.