How can one successfully make use of Search Engine Optimisation (SEO and SEA) to increase a brand’s online presence?

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This information is more generalized rather than specific strategies for those industries named, but any industry can use the below information.

Increasing online presence of a brand is best done through a combination of social media and SEO.  For the SEO side of things, your website should appear in the first search results for your brand name.  To achieve this,  you want to make sure that your website includes your brand name, as well as information about your brand and the services you provide.  This is especially the case if your URL is not your brand name.  Google may have a hard time figuring this information out so you will need to help out with content, title tags, etc.  Incoming links to your site using your brand name will help out as well.

On other sites, such as Twitter, LinkedIn, etc make sure any company account or main employees are using your brand name and information about the brand in their bios.

Make use of other types of media.  Don’t stick to textual content.  Use images, videos, podcasts or webinars.   Use videos and video sitemaps on your website.

If using YouTube make sure your YouTube channel has information about your brand included in it.

Sites like Slideshare can be used to create informative slides about your brand and services.

Use sites like Pinterest to pin images that may reflect your brands values or services – just don’t make it too branded – use images that would be interesting to a variety of people outside of your company.

Flickr can be used to house images of your offices, office parties, etc.

Use press releases to highlight important company achievements or new product/service offerings.

Guest post on popular sites in that industry to get your brand name out there and show you as an expert in the field. 

Make use of Google + and the rel=me tag.

As far as SEA –  I am not sure what you are referring to.  Search Engine Advertising perhaps? Like PPC?  If so,make sure you bid on your brand names and you may also want to look into bidding on competitor brand names and keywords.

Make sure your landing pages reflect the same look as your website, color, font, language, etc

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