Branding and Keyword Strategy

Seattle Digital Marketing | Branding Keywords

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Both the name of your brand and the keywords you use play an important role in your search engine optimization (SEO) and help people find you online.

You need to make your brand name one of your keywords so that people can find you, but you need more keywords than that. For a solid keyword strategy, you need to use both keywords and keyphrases with and without your brand name in them.

Today, let’s take a look at how your branding and keyword strategy work together.

Branding Strategy

What is your brand’s name? Is it included in the names of each of your products? Linking your brand name to your products is an excellent start on your internet branding. For example, let’s say your company sells organic produce; the company name is Frank’s Organic. So, to brand your products, you would use Frank’s Organic Apples, Frank’s Organic Plums, etc. Now, when someone looks up organic plums, your brand may show up, because you linked it to your products.

Choosing generic keywords may have worked in the past to get you easy rankings in searches, but — more often than not — that is no longer the case. This is why branding is such a crucial part of any SEO strategy. If you are able to brand your products well, you may be able to get them to pop up in the search suggestion box on Google.

Homepage Branding

Your homepage is the most important part of your website, it is the first thing visitors see, and it is key to your SEO. When it comes to your homepage, focus on optimizing for your brand, not for keywords. You have the rest of your website to rank for specific keywords, but try to make sure your homepage is focused on branding.

Branding Your Domain

Your domain name should also focus on your brand instead of keywords. If you use a keyword for your domain name, your brand is stuck with it forever, even if you later stop offering the product tied to your keyword.

For your domain name, you should use brandname.com. You can put keywords in after the brand name, as long as they are not in your domain name forever. For example, you can do brandname.com/keyword. This can help boost your SEO without taking your brand out of your domain.

Keyword Strategy

You have a list of keywords from keyword research, and now it is time to put that list of keywords to use. To determine which keywords to use first, you should separate them into groups to help you decide which to focus on. If you put your keywords into these four groups, that can help you determine which ones are the best for you and the most likely to get you better rankings. The keywords can overlap in these groups; in fact, overlapping keywords may be the best way for you to find what to start with.

Audience

The first, and arguably one of the most important, sections is your audience. What is it that they are looking for? How does your brand meet their needs? The specific search terms they use are part of your keyword research, but just using those terms is not enough. What kind of content is your audience looking for? If they are looking up a lot of “how-to” keywords, maybe you should set up guides based on that and videos.

Ultimately, you need to determine that their search intent is to determine what is most useful to them.

Brand

What does your brand represent and stand for? Why does your audience need your products or services? What is your business’s main message?

These questions can help you decide which keywords are most on par with your brand and should be worked on first. Stick with what is right for your brand, if you start going off the map, your audience may be confused, and they may lose interest in your business. Authenticity is important to people, so make sure you stay authentic with whatever content you generate from your keywords.

Search Engines and Analytics

Your SEO is important, so when working on what content you should create, keep your current position in the rankings in mind. If you are currently ranking well in a few of your pages, look at the type of content in those pages and determine if you can replicate that style on other pages to help them rank better.

Competition

Always keep your competition in mind when working on your branding strategy or your SEO. Who is your competition and what do they do? How can you set yourself apart from them? If several of your competitors have similar content, see if there is a way you can utilize that to stand out in the crowd. Having something different than your top competitors can be a huge help in your SEO. In some cases, long-tail keyphrases can help you stand out.

How many keywords do I target?

This varies, depending on your specific organization, but we can say that less than 10 keywords are certainly too little; this is for your website overall, not just for a single page. You will need to find a happy balance of how many keywords work best for your company.

Make sure you structure your site around your keywords, keeping your brand in them as much as possible. Your keywords and your branding are both important for your online business, so they need to be near each other as much as possible, without over-optimizing.

Conclusion

Having branded keywords can help bring your site higher conversions and better rankings than the keywords alone, so including branding in your online strategy is a good move to make. There is a balance to maintain though between your branded keywords and standard SEO keywords. You can and should use both, but they do not always have to be linked together. If you need help with your internet branding strategy, contact Seattle Digital Marketing today and we can help optimize your site for both SEO and branding.

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