Keyword research is an important step in the SEO process that shouldn’t be overlooked. Before optimizing a web site and taking part in link building activities it’s important to understand how a target audience is searching. This is done by analyzing the content on each page of a website and plugging relevant keywords into a keyword research tool. The tool will then provide a list of related keywords along with search volume, which will help determine what keywords to target. While involved in this process some website owners tend to forget about incorporating their brand into the keyword mix. The goal of an SEO campaign is to attract the attention of the search engines and a target audience. While some members of the target audience might not know that you exist, it’s likely that some do. Therefore, it’s important to include branded keywords in an SEO campaign.
SEO does not work separately from traditional forms of marketing, but rather works to reinforce other marketing initiatives that support the brand. This is why it’s important to not solely rely on SEO as the only promotional medium. For example, if a company participates in direct mail and sends postcards or advertises on television or in print media it’s hopeful that target audience members will remember the brand name. Once they’ve heard of the brand they will likely search for more information if it’s something that interests them. This is where SEO comes into play. The next step that will be taken is that the person will search online so it’s important for a company website to be a portal of useful information for a target audience. It should include branded keywords for the people that have heard about the company and want to learn more.
Branded keywords include more than the corporate branded name. Depending on the industry and business, it’s possible that product names are more recognizable than the company name. Therefore, product names should be used as keywords too, if applicable. For a company that has a large inventory of products people might search by model code or number so it’s important to incorporate those into the mix too. Some pages are more optimal for branded keyword targeting than others. For example, using branded keywords on the homepage, contact us page, and directions page are more effective than using them on a products or services page in which keywords relevant to those products or services should be used. It’s also important for local companies to keep mobile web users in mind by incorporating not only the company name but also the location.
While it’s a good idea to incorporate branded keywords into an SEO strategy it’s important to not go overboard. Not every page needs to target the brand. A well balanced mix of non branded keywords and branded keywords on pages that are relevant is the best strategy.
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Brick Marketing is a full service SEO and Search Engine Marketing Company located in Boston, MA. For more information please call 781-999-1222 or visit http://www.brickmarketing.com.
keywords into an SEO strategy it’s important to not go overboard. Not every page needs to target the brand. A well balanced mix of non branded keywords and branded keywords on pages that are relevant is the best strategy.