Incorporation of Company Branding and SEO
SEO’s primary goal is generating organic search engine traffic that converts into sales and leads. However another two important valuable benefits include improving the brand reach and improving brand image.
But how both can work together for your company’s benefit?
SEO, deals with the placement of keywords and phrases. On the other side, branding deals with company loyalty and culture. Incorporating both you can get outstanding results for both. However, eliminating one or the other may not meet all strategic marketing goals.
It should be noted, that SEO is a series of guidelines rather than a science! So, following this note, can be used to satisfy both sides of the equation. In general, keywords and phrases (SEO) should remain the focus of any early-stage company, while the incorporation of company branding should appear later in the evolution. This is a simply general statement and should not be taken word for word!
The reasoning is straightforward! At first, no one knows the name of your company, but most probably 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 then 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 the most cases.