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, with technical SEO and content optimization ongoing.
Branding, on the other hand, is a 360 endeavor, and should actually begin before anything — if you haven’t determined who the brand is and what it wants to say, then none of your content — whether on the website, social media, or ads will have a consistent voice. To get an idea of a cohesive brand strategy, read this article about building a cohesive brand for a restaurant. and just swap out the restaurant and apply the strategy to your business.
Incorporation of Company Branding and SEO
The reasoning for an SEO strategy 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 on your offering rather than your company. As you build loyalty and credibility, branding expansion and promotion become 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 backlinks. Therefore, optimizing for the company name is rather insignificant in most cases. Pay more attention to the products you sell, the services you provide, and the relevant articles in that space.
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