Search engine optimization takes time, and it is not an exact science. Many business owners begin to understand this when combining optimization and branding into one strategy.
This type of strategy can be very trying, as getting the right combination of both can take a lot of know-how and understanding.
Understanding SEO and Branding
Search engine optimization includes placing keywords or phrases throughout your website’s content. However, the right density needs to be considered, as well as where to place the targeted keywords.
Branding on the other hand, deals with a business’s trust and background. When both are incorporated together, you run the risk of diluting the importance of both. However, if one of them is eliminated, it may not meet your marketing goals.
Since SEO is not an exact science, it is suggested that a series of guidelines set by Google and other major search engines be followed. In doing so, you will be able to take care of both sides of the fence in this scenario.
In short, keywords and phrases would need to be the focus of any new company, while branding would come at a later stage. The reason is because your audience is not going to know your company by name (brand) in the beginning. However, they would search for a product or service that you offer.
Targeting keywords or phrases that pertain to your offerings will help you gain the most traffic. Once customers begin to know your name, then you will be able to begin branding your company more efficiently.
Building credibility and loyalty takes time, and is an important part of branding. Once you reach this stage your company will want to incorporate a message that will enhance customer relationships and provide trust in their brand.
Keep in mind, if a customer does type in your company name, they will more than likely find your website. This is due to anchor text and backlinking. This is why optimizing for your company name is unnecessary in most cases.