SEO is not an exact science. That 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, while the incorporation of company branding should appear later in the evolution. This is simply a general statement and should not be taken word for word.
From an Advanced SEO Strategy, the logic is pretty straightforward. First, no-one knows the name of your business, but reasonably they are searching for your products or services. In other concepts, you want to target keywords and phrases that focus on your offering rather than your business. As you strengthen loyalty and credibility, branding grows more necessary. It’s at this point that you may require incorporating brand messaging to develop the relationship with customers and instill trust in your brand.
Last thought about advanced SEO and branding: if a searcher types in the name of your business, they are likely to find your website anyways. That is foreseen mostly to anchor text and backlinks. Consequently, optimizing for the company name is rather insignificant in most cases.
Advanced SEO = Advanced Brand
SEO can offer a tremendous benefit to your online branding efforts. Likewise, branding can be a tremendous boost to your SEO efforts. Alignment and integration of both practices are what keeps winners winning in this game.
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