Keywords naturally find their way into your web content, but focusing on a few specific terms dramatically improves search results using those terms. Google and other search engines pushed keywords to the forefront of web development, but changes in search algorithms now reduce the importance of keywords versus brands. The goal of search engines is to provide trusted results, and well-known brands inspire trust in consumers. Building an Internet marketing strategy without the benefit of a nationally recognized brand does not diminish the importance of creating branded keywords.
What are Branded Keywords?
Keywords that show up repeatedly, associated with your company name, become branded search terms. For example, if your company advertises as the foremost provider for small business accounting services in all of its marketing communications, the terms small business and accounting become associated with your company. Including branded keywords in your marketing strategy drives organic search traffic, builds brand awareness and generates site traffic unaffected by changes in search algorithms. Here are three simple tips to help you create branded keywords:
1. Generate a tagline to post with all of your advertising and marketing content.
2. Register your business on directories like Google Local and Bing Places.
3. Include your tagline on government registrations, like your listing with the Better Business Bureau. Government sites have incredible trust via search engines, giving you a great link back to your site.
These are just a few of the steps you can take to create keywords that connect to your company brand. Building branded keywords into your Internet marketing strategy helps you create a plan that integrates every possible layer of optimization.
Adam Merrifield is a self proclaimed “start up junkie” and has spent the last 18 years in corporate entrepreneurship, co-founding and/or being the start-up point man for several businesses. Adam started his career in Commercial Real Estate in San Diego, California.
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