Keywords and terms used in a company ‘branding’ strategy are frequently very different. However, as branding and keywords both serve to attract consumer attention to the company and to deliver a quick image or message, these functions should work together!

Keywords that attract internet readers to the company web page are just as important as the terms used to establish value and quality of the company brand. A company web page that appears as a highly placed result on a search engine results page can earn new sales for the website owner. Using the same brand attributes in the keyword message strategy can then attract customers when they search on line for product or service information relevant to the company product offering.

Including elements of the company branding strategy with keyword selection is a process that may turn out to be fairly simple. Still, it may require some “wordsmithing” to combine the two. Brand and keyword plans designed to attract readers to the company web pages can take a great deal of time, but the effort can yield significant results in terms of readers and new customers.

So what are the key elements of combining branding and keyword use? Here are three starting points. Product positioning “Uniqueness” Product features

Product positioning – Developing a succinct message statement about product or service value as well as a statement about where the product or service is available is a good start in positioning the brand and keyword strategy together. A phrase similar to ‘Low Cost SEO‘ would apply to a consultant offering Search Engine Optimization services at below market rates. Phrases similar to ‘SEO Consultants in Denver‘ describe a firm providing SEO services in the Denver, Colorado area. Product features such as ‘reduced cost’ or a geographic identifier can be included to make a keyword phrase more compatible with the organizational brand.

“Uniqueness” – Special value or a feature that sets the organization’s product or service apart is also a good place to build a keyword/brand message. This can also take very simple forms. Search terms such as “Water Utility Consulting” describe an organization that provides financial or business consulting services to a specific target business type – in this case – water service providers.

Product Features – Combining product features or characteristics with keyword terms are useful in both building brand image and in attracting potential buyers to the company website. Terms such as “Quality French Food on a Budget” would be useful in the keyword phrase and also would be useful as part of the company’s branding strategy. This term would be valuable to a company providing French food service that isn’t as expensive as might usually be expected for such a product or service. Remember to include the geographic identifier as well!

Many organizations separate branding efforts from keyword section and in doing so, miss opportunities to build their brand image as well as attract attention via the internet.

SEO Consultants Denverdelivers assistance to businesses of all sizes and types interested in improving profit and increasing company revenue by turning internet readers into clients.

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