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A number of years ago, I conducted a fairly ambitious research project to determine how social attitudes of the brand were influenced by society.

While I certainly do not answer with certainty if a mark must take a stand, but I reach a concrete conclusion:

A brand that adopts a social attitude almost always sees a SEO benefit from this position.

For most companies, it is difficult to adopt a social position. Taking a stand means that some of your audience will not agree with you – usually the most vocal part.

Nobody likes to have people who call for boycotts of your products or services. The resources needed to respond to disgruntled customers who do not agree with your position can be astronomical.

It is clear that we must think a lot about such a position. But the old adage "Say what you want from me, just write my name" is about the search engine optimization results of a brand that takes a stand.

Standing Brands Get Connections

When a brand adopts social behavior, it creates relationships. Period.

Both sides of a social cause will be linked to a brand that takes position.

Those who oppose the position will bond to the mark to make other like-minded people aware of a perceived atrocity.

Those who support the brand's booth will create a link to make like-minded people aware of a brand that supports their world view. From the point of view of SEO, the brand wins.

Links drawn from a social point of view are almost always quality links .

I would say that one of the easiest ways to get links from the major media sites is to adopt a meaningful social position. It works especially well if your social attitude is unique.

Taking a stand does not mean getting on the bandwagon.

For example, if your company is in favor of #MeToo Movement, do not expect to have a ton of links.

Although adopting this position is morally the right thing to do, your position is not going to be of great importance from an SEO standpoint.

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If you take a unique position, for example stating that your company will not allow the purchase of certain medications with benefits (eg, Hobby Lobby ) you will get a press. And you will have links. Quality links.

A good position for your brand

SEO does not live in a vacuum. For years, we have been partitioned as "those who handle the website code".

To be successful, the SEO team must have a seat at the table. In deciding whether or not a brand should take a stand, marketing must be heard – and this includes SEO.

From time to time, brands that understand their audience are experiencing more and more success when they take a stand.

The best example is Chick-fil-A . Although the company did not intentionally take a stand against same-sex marriage, the words of its founder put Chick-fil-A firmly at the center of the debate.

Despite many calls to boycott the restaurant, sales have skyrocketed. And the number of links received by the company was astronomical – some estimate over 50,000 links of high quality!

Do not get me wrong, I certainly do not agree with Chick-fil-A's position, but their main client did. And the company has been rewarded for it.

Taking a stand can also turn against you.

Look at the foundation Susan G. Komen . The organization has taken a stand against planned parenting.

This angered many loyal donors. Susan G. Komen has certainly benefited from many links from important sources of information, but the advantage of SEO has not been enough to stem the wave of revolt. To date, the organization is still striving to win back an audience that has lost to a controversial social position.

How do you know if you have to take a stand?

How to make this decision? an area where the SEO team should shine. It's all about data.

How do we know our audience ?

What is the general opinion of our customers on the position we wish to adopt?

This is the same type of research that SEO professionals do every day when preparing campaigns.

You can provide data to decision makers. This makes our role as professionals and SEO analysts extremely important in any equation with regard to corporate responsibility and social positions.

Who cares about your social position

A recent YouGov study found that 59 percent of Americans would boycott a brand for its political stance. This figure is even higher in the millennia.

Our study found that geography influences consumer response to a position.

For example:

Those in the northwestern United States are statistically more numerous. likely to support or boycott a brand because of its social or political stance. Southern US residents are less likely to react to a brand's positions.

In addition, we found that women were more likely than men to be interested in political positions.

In addition, the younger the consumer (over 18, we do not have data on minors), the more likely they are to be aware of the brand's position .

Points to consider

It is increasingly common for brands to adopt both political and social positions. But this is not a decision that should be taken lightly.

The benefits of taking a position that resonates with your main audience are immense. Taking the wrong position can be devastating for the bottom line.

The key is to know your audience. It's easier for small businesses because your audience is usually easily understood.

For businesses, this decision can be much more difficult. That's why it's important for all companies to bring together analysts and SEO professionals at the table.

Digital data is the best source we have to understand our audience. So use it.

Do not be afraid to take a stand, but act appropriately.

The benefits are vast, even if the risks are serious.

Links Resources:

Image Credits

Selected Image: Modified by Tony Wright, March 2018.