Branding and SEO

The wording " web site promotion with the internet marketing tools" can be misleading and direct marketing activities in the wrong direction. It seemed to imply that the tools available to the network - just a tool along with off-line.
Internet as a specific medium dictates strict conditions for branding. It's impossible to promote brand in various kinds of information space, using the same methods. It is no accident in the Internet marketing to talk about e-brands, born on the Web, such as Amazon or eBay. However, the usual brand also must receive an "electronic version". Next, we consider the necessary properties of e-brand (other than the individuals assigned to it by brand managers).

Information openness.
Internet - it's a means to find and share information. Development of Web 2.0 services for the Global Network secures this feature. Here brand has no right just "flirt" with the audience: regale her with brand mythology, vivid stories, glamorous advertising images, professional photographs and adjectives in the superlative degree. All this is good for traditional branding channels (TV, magazines, radio) and prevent some restraint and seriousness will be desirable for the web. People are turning to the Internet as a source of unbiased information. They usually opt for what seems true, objective, credible, and therefore it's useful for e-brand to take a position as to the objectivity, full transparency. "Quasi" - because in any case it translates the interests of a particular company. However, the maximum possible amount of a reliable information about company, product or service on the Internet more efficiently generates considerate and loyal attitude than strong, but the artificial images.

Adequacy of expectations.
Each brand must be adequate to the expectations of its target audience, it's obvious, but don't think about the uniqueness of the Internet environment. Usually off-line brand the first "show initiative" (in the form of advertising, PR, promotions, packaging design and merchandising in retail outlets). In the online environment the initiative often comes from the consumer and has the form of a search query as Internet users are usually looking for information about goods and services using search engines. The presence of brand in search results, as well as the page that opens in user's browser must correspond to expectations when you click on the link.

The rate of exposure.
You can often find a statement that the Internet - it's an environment of high speed. Consumers tend to scan information on a diagonal in a few seconds. In the web brand content should be "catchy" to be noticed and simple enough so that it is not complicated perception. The logo, text, images, web site as a whole must be easily understood and quickly loaded (unless the contrary is not a conscious concept.) Don't forget about the manufacturability of the Internet. This aspect of brand existence should be always taken into account.

Convenience.
It refers to the ease of use (usability) and no need to install special software, browser versions, fonts, etc. If you fancy off-line brand managers do not cause unnecessary inconvenience (all forms of the same look and are perceived in the real world, on television and in print) each computer and the browser can have its own version of the show in the Internet and consumer will have to solve technical problems independently.

Flexibility.
Internet users can easily move from one format to another one, from email to news sites, from your favorite social network to forums, from the Internet videos to the Internet radio. World Wide Web has become a real informative, communicative and media-combine that for many replaces non-network traditional formats.
For a long and successful existence in the Network brand should use all available promotion tools. Do not engage the support and development of brand with something one: banner advertising, PR, Promo colorful, newfangled viral advertising, etc. One-off point shares have weak and short-lived effect. The brand should be strengthened wherever is its audience and in the online environment it's not as expensive as it might seem. To promote brand on the web it's necessary intellectual effort and time, rather than financial costs.
Features of the Internet environment make us conclude this: even if the company is happy owner of a brand with history, tradition and fans, the emergence of "parallel world" called "Live" again puts on the agenda the issue of branding. Thanks to the information network capabilities people became more critical: they require proof of the success of new brands, corresponding to the rules of the Internet.