Incorporation of Company Branding and SEO

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SEO is not an exact sci­ence. This becomes appar­ent when try­ing to incor­po­rate both SEO and brand­ing into a strat­e­gy. This process is finicky to say the least. On the one side, SEO deals with the place­ment of key­words and phras­es. On the oth­er side, brand­ing deals with com­pa­ny loy­al­ty and cul­ture. Incorporating both sides dilutes the promi­nence of both. But elim­i­nat­ing one or the oth­er may not meet all strate­gic and mar­ket­ing goals.

Once again, it should be empha­sized that SEO is a series of guide­lines rather than an exact sci­ence. Having said that, the fol­low­ing rec­om­men­da­tion can be used to sat­is­fy both sides of the equa­tion. In gen­er­al, key­words and phras­es (i.e. SEO) should remain the focus of any ear­­ly-stage com­pa­ny, while the incor­po­ra­tion of com­pa­ny brand­ing should appear lat­er in the evo­lu­tion. This is sim­ply a gen­er­al state­ment and should not be tak­en word for word.

The rea­son­ing is pret­ty straight­for­ward. At first, no-one knows the name of your com­pa­ny, but per­haps they are search­ing for your prod­ucts or ser­vices. In oth­er words, you want to tar­get key­words and phras­es that focus around your offer­ing rather than your com­pa­ny. As you build loy­al­ty and cred­i­bil­i­ty, brand­ing becomes more impor­tant. It’s at this point that you may want to incor­po­rate cor­po­rate mes­sag­ing to strength­en the rela­tion­ship with cus­tomers and instill trust in your brand.

One final thought about brand­ing : if a searcher types in the name of your com­pa­ny, they are like­ly to find your web­site any­ways. This is due most­ly to anchor text and back-links. Therefore, opti­miz­ing for the com­pa­ny name is rather insignif­i­cant in most cas­es.

Author & Consulting Editor

Business Intelli Solutions Consultant. Known for being a non stop idea machine, a mad sci­en­tist type for inge­nious in-depth analy­sis of search engine algo­rithms and best prac­tices, work­ing real world strate­gies, mea­sur­able matrix­es and results. Businesses rely on expert advice and accu­rate infor­ma­tion for their mar­ket­ing chan­nels and sales objec­tives. Creative excel­lence in UI and UX designs. Expert in CMS Platforms, scal­able E-Commerce Solutions and POS Systems.

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