Follow these suggestions to balance branding and search-engine optimisation in your marketing efforts.
There’s no doubt you should aim to both build brand awareness and improve your company website’s search engine optimisation (SEO). But how should you plan your marketing efforts when the two priorities don’t always align well?
For example, if your small business suffers from low brand awareness online, optimizing your website to rank well for brand keywords in search results might not be effective. An example of this could be targeting the phrase “Best Buy” instead of “32 inch LCD TV.” After all, few people are likely to be searching for those specific phrases if they aren’t familiar with your company in the first place.
The converse also holds true. If you’re looking to build a business that’s successful in the long run, you need a recognisable brand, not just a few high rankings for generic search terms. Home Depot, for example, doesn’t fare well in organic search results but still leads the home-improvement industry and enjoys enormous brand recognition.