- The Adventures of SEO Boy® - http://www.seoboy.com -
How to Make Your Branding and SEO Efforts Work Together
Posted By Amy On June 25, 2009 @ 8:05 am In Search Behavior,SEO Keyword Research,SEO Management | 1 Comment
Marketing departments have been laboring over and tweaking branding strategies for a lot longer than they’ve been looking to SEO for exposure on the web. So, despite SEO being an effective branding tool , there are often some conflicts to work out before you can get your branding and SEO strategies working together effectively.
A long time ago, in a far away place, I worked with an international medical service client that was just getting started with SEO. Lucky us, they were creating a totally new website so we could write every word of content—a big job but great for a company that never thought much about SEO. We did all our keyword research, identified how searchers were seeking out our client and their competitors online. Then, we got the branding materials from the marketing department. Uh oh.
We saw clients searching for our client as a “clinic” or “practice,” but that’s just too bad because the branding plan forbid us from using those terms at all! We were to refer to our client as a “hospital,” never anything else. And, since searchers often look for reviews and testimonials, we thought we would make sure to include patient testimonials and experiences—but no, can’t do that. “Patients” are only referred to as “guests.” Guests!?! Who goes searching for review and recommendations from “hospital guests”?
I’m not suggesting abandoning all branding plans or guidelines, and some restrictions like these are necessary and positive. You have to balance your brand identity with your SEO investment. Here’s a few simple things to help you strike a profitable balance between SEO and branding strategies:
My experience isn’t unique, it’s the epic branding battle of “hospital” versus “clinic,” and “mobile phone” versus “cell phone.”  A good SEO firm or consultant will come to you with these issues, explain the hurdles that strict branding guidelines can cause, and will show you the numbers regarding qualified traffic that your branding strategy will bypass. Be open to compromise when it comes to stringent branding standards and focus on maintaining a consistent message and image for your company.
Branding is your chance to define your company and SEO is the opportunity to own that image online. When branding and SEO work together you’ll see it in traffic, sales, search rankings and leads.
Article printed from The Adventures of SEO Boy®: http://www.seoboy.com
URL to article: http://www.seoboy.com/how-to-make-your-branding-and-seo-efforts-work-together/
URLs in this post:
 branding tool: http://www.seomoz.org/blog/whiteboard-friday-seo-for-branding
 language and search terms: http://www.seoboy.com/keyword-research-the-first-step-to-seo-success/
 “mobile phone” versus “cell phone.”: http://searchenginewatch.com/3627377
 Using SEO To Make Your Business Better: http://www.seoboy.com/using-seo-to-make-your-business-better/
 Learn How to Make Flash and SEO Play Nice Together: http://www.seoboy.com/learn-how-to-make-flash-and-seo-play-nice-together/
Copyright © 2008 The Adventures of SEO Boy. All rights reserved.