68% of digital experiences start with a search engine, making them one of the biggest traffic sources for brands. It doesn’t matter if a company operates in the B2B segment or targets consumers, if it sells exclusively through its own channels or relies on marketplaces. In an era of constant stimuli, fierce competition, and increasing difficulties in making paid strategies profitable, making it easy for people to find you is no longer optional—it’s essential.
There's an old cliché, which we’ve slightly updated: the second page of Google is the best place to hide a secret. And if there’s ever a good time to bring that phrase up, it’s now.
Any brand manager or marketing lead understands this, but they also know that managing a brand effectively and at scale requires avoiding over-reliance on algorithms. Branding has the superpower of bridging the best of both worlds: thinking long-term while making it easier for people to find your organization.
Today’s focus: branding and SEO. A powerhouse duo.
Connecting, for real
At Soluble, we see brand strategy as the art of distilling a company’s essence into practical, tangible tools. That’s why we immerse ourselves in our clients’ reality and then obsess over words.
Through words, we communicate a brand’s purpose and positioning, aligning teams internally while shaping the external brand image.
Crafting a strong strategy is about planting meaningful, high-value keywords—dense with significance and designed to make your brand easier to find.
Not just because they set you apart, but because they catch the eye of the right people in search results. Projecting a stronger brand image from the first interaction—those critical seconds when everything is on the line—boosts click-through rates and enhances your page’s (or product listing’s) authority.
Quantity and quantity
Working from a brand-first perspective is a way to create higher-quality content and increase relevance in your industry. Simply asking yourself what your target audience needs and what draws them to your brand is a powerful—very powerful—exercise for finding useful topics, the kind that get shared on LinkedIn.
Social SEO, often overlooked, will thank you for keeping it in mind. Along the way, you’ll also strengthen the links pointing to your site.
Quality, often a catch-all term, is an ambitious goal. Choosing between quality and quantity is the real dilemma.
A sustainable, practical solution for businesses is to invest in a verbal identity that can train any AI, like ChatGPT or Copy.ai. This helps strike a balance between generating content efficiently while keeping it brand-consistent, distinctive, and packed with added value for users.
And let’s not forget: experience, expertise, authority, and trust (EEAT) are key metrics, especially in sensitive areas like health and safety. Makes sense if you’re Google and want to deliver a trustworthy product, right?
Words, design
Leaving words aside for a moment, let’s talk about the importance of good product design. If branding is everything we do to shape the brand image we project, product design builds credibility and increases desirability: information hierarchy, mobile adaptation, load times, better navigation experience, lower bounce rates…
Everything needed to make Google fall head over heels for your digital home.
A shield against bad practices
The world of search engines has seen it all—from the cutthroat battle among locksmiths trying to dominate a high-stakes market (which led Google to suspend ads in the sector) to tactics aimed at ranking higher by using competitors’ names. In this landscape, brand protection is crucial.
The supposed divide between technical SEO and branding—which strengthens emotional connections—doesn’t really exist. A strong brand streamlines decision-making, improves day-to-day operations, and amplifies the impact of the hard work required to rank well in search engines.
It’s all about fulfilling your purpose, achieving business goals, and claiming the top spots.
