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.
Keywords and Phrases
Once again, it should be emphasized that SEO is a series of guidelines rather than an exact science. In general, keywords and phrases (i.e. SEO) should remain the focus of any early-stage company. The incorporation of company branding should appear later in the evolution. This is simply a general statement and every business has different needs. That is why we are helping Cincinnati Ohio companies, by coming up with solutions and taking the online work off your hands.
The reasoning 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 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 use corporate messaging to strengthen the relationship with customers and instill trust in your brand.
One final thought about branding: if someone 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. It is important to know how to be found by customers that want want you offer. People search for the services and products that they want. Maybe they haven’t had an experience with you or your company yet. That is where we can help with the SEO, making keywords for your industry, so new customers can find you.