Search engine optimization (S.E.O) is definitely not a precise discipline, much as we wish that it were.
This is evident when trying to combine both Search Engine Optimization and branding into a promotion and marketing strategy. This method is difficult to say the least. On the one side, SEO addresses the placement of keywords and phrases. On the other side, branding deals with company loyalty and culture. Integrating both sides weakens the relevance of each. However doing away with one or the other may not meet all strategic and marketing objectives.
Again, it needs to be emphasized that SEO is a set of fundamental suggestions rather than an exact science.
Having said that, the following suggestion can be used to fulfill both sides of the formula. In general, keywords and phrases should remain the concentration of any young firm, while the incorporation of company branding should show up afterwards in the evolution.
The thinking is quite straightforward. Initially, no-one identifies the name of a new firm, but perhaps they are searching for a given product or service. In other words, folks marketing at new companies need to target keywords and phrases that concentrate around the intended product or service, as opposed to the supplier name.
As a business develops commitment and trustworthiness, branding becomes more vital.
It’s at this point that a business wants to integrate corporate messaging to strengthen the connection with clients and generate trust in the company.
A concluding thought about branding: if someone looking on the internet types in the name of your business, they are quite likely to discover your web site anyways. This is due mainly to anchor text and back-links. That is why optimizing for the organization name is rather insignificant most of the times.
Target your energies on creating search engine optimization strategies for your product or service in addition to your geographic location.
Our company can help. Learn more about our search engine optimation and branding services here. Or call our team at 650-969-8273 and we will tell you exactly how.
Jim Penrose founded Penrose Marketing in 1981. The company is located in Silicon Valley and has served companies of all sizes and all over the world with their digital marketing services. Jim has an MBA from the Hass School of Business at the University of California, Berkeley.