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Using Branded Messaging In The SEO Process

Using Branded Messaging In The SEO Process

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branded and generic content creationTrying to incorporate both SEO and branding into a strategy can be a little bit challenging.

On the one side, SEO deals with the placement of keywords and phrases.

Incorporating both generic trophy phrase keywords with branded messaging dilutes the prominence of both but in today’s post-Penguin algo update the diversity is critical to the success of both as a sort of keyword camouflage.

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 become more prominent later in the evolution. This is simply a general statement and should not be taken word for word. The reasoning is simple:

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.

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