Winning at Company Branding and SEO is not an exact science. This becomes apparent when trying to incorporate both branding and SEO 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 branding or SEO 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. 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. In contrast, the incorporation of company branding should appear later in evolution.
Winning At Company Branding
Winning at Company Branding and SEO the reasoning is pretty straightforward. At first, no one knows your company’s name, 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.
A branded search refers to the queries users are searching for that include your brand’s name or some variation of it. Users who research branded keywords already know about your brand and possibly intend to purchase from you.
When it comes to branded search, there are different ways your customers are looking for you online. Here are is an example you should focus on:
Users that type these keywords are ready to buy.
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.
Winning At Local SEO
Here’s what you should pay attention to build a thriving Local SEO strategy:
Winning At Local SEO starts with optimizing Alt tags and filenames for your brand images, including the brand’s name and the name of your product or service. You can add such characteristics as model, size, color, or gender to be more relevant.
Verify and optimize your local business listing on Google (including the newer sections like Google Local Posts, Booking button feature, the Services list) to drive traffic from local and map searches.
Build a mobile-friendly SEO website design.
Add local schema to your website.
Add your branded keywords to your landing pages, business description on Google local, business reviews, and localized content.
Link building with high-quality websites in your local area and niche.
Winning At Company Branding and Local SEO Make online reviews work for your business. According to Bright Local, local companies appearing in the local three-pack have an average of 47 Google reviews.
One final thought about Winning At Company Branding and Local SEO: if a searcher types in your company’s name, they are likely to find your website anyways. This is due mostly to anchor text and back-links. Therefore, optimizing the company name is relatively insignificant in most cases.