SEO and company branding integration
- April 17, 2014
The science of SEO is not exact. This is made clear when trying to combine SEO and branding into a strategy. This procedure is, to put it mildly, tricky. One aspect of SEO is the positioning of words and phrases. On the other hand, branding is concerned with corporate culture and loyalty. The significance of each is diminished when both are included. However, eliminating one or the other would not achieve all strategic and marketing goals.
It should be highlighted once more that SEO is not a precise science but rather a set of rules. Having stated that, the following advice can be applied to meet the needs of both parties. In general, early-stage businesses should continue to prioritize keywords and phrases (i.e., SEO), while incorporating company branding should come later in the development. This is just a generalization, so do not take it literally.
The justification is fairly simple. At first, no one knows what your business is called, but they might be looking for your goods or services. In other words, you should target terms and phrases more specific to your product or service than your company. Branding becomes increasingly significant as you increase loyalty and reputation. At this point, you might want to include a a corporate message to improve customer interactions and inspire confidence in your company.
One last point about branding: If someone searches for your company name, they are probably going to reach your website regardless. The main causes of this are backlinks and anchor text. Consequently, optimizing for the company name is quite pointless in most circumstances.
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