The Incorporation of Company Branding and SEO

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 emphasised 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.

No One Knows Your Company Name, Until They Know It!

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 anyway. This is due mostly to anchor text and back-links. Therefore, optimising for the company name is rather insignificant in most cases.

Lee Panchbhaya

Lee Panchbhaya

Managing Director

Lee Panchbhaya is the Managing Director of Gloucestershire based PR Geeks Digital Marketing.

PR Geeks work with partners of all type and size, helping them achieve their desired business goals, whether that be creating a branded presence online or engaging their existing customers through Social Media Management and Email Marketing Strategies.

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