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Anyone familiar with search engine optimization (SEO) can tell you the importance of keywords. Optimizing for a specific keyword or keyword phrase will maximize your chances of ranking for search queries that include that keyword or phrase. Your business can optimize web pages for a term such as “bikes for sale” or “hot dog restaurant near me”.
But what about branded keywords? Should you be optimizing for keywords and phrases directly related to and included in your brand names?
What are brand keywords?
Brand keywords they are just keywords associated with your brand. If you have a business called “Waffle Place” and a signature waffle called “The MegaWaff,” your brand keywords might include “Waffle Place,” “MegaWaff,” and “Waffle Place MegaWaff,” along with related phrases. By extension, brand keyword phrases can include your brand name with other related information or queries, such as “Waffle Place Hours” or “Submit Waffle Place Resume.”
Why are brand keywords important?
Your brand is your company’s identity and is one of the most important pieces of your marketing puzzle. You know you have to take your branding seriously. This is just another application where you need to closely guard your brand and use it intelligently for your marketing and advertising goals.
When most people brainstorm organic searches that can lead someone to your business, they think of generic phrases. But brand keyword searches are also popular. Think about this in your life; How often have you searched for a company someone recommended or a product you recently discovered?
Related: Why PPC is the perfect complement to your SEO strategy
Leveraging this traffic is important. You need to make sure your website is visible, accessible and authoritative in the eyes of people searching for your brand terms.
How to optimize brand keywords
So how do you optimize your website for branded keywords?
Here’s the good news. You probably won’t have to do much. If you’ve spent time and effort creating a website that showcases your brand and appeals to your target audience, most of the work is probably already done for you. However, there are some important strategies and tactics that you will need to use to see the best possible results.
Include your brand name on your site. Be sure to include your brand and the brand names associated with all of your products and services (if applicable) throughout your website. Include it in your title tags, header tags, body content, and even alt tags for your images. This doesn’t mean your brand names should be displayed everywhere at all times, but they should be prominent. Look for common associations. Google autocomplete feature it is practically useful for most of us. If you start typing a query, Google will try to finish it based on common searches by users like you. Start typing queries related to your brand and see what Google suggests for those queries. This can help you understand some of the most common things people are searching for related to your brand and give you instructions on how to further optimize your brand keywords. Create dedicated pages. Consider creating a dedicated page for each brand keyword and each brand keyword phrase you’ve discovered using Google Autocomplete (or other keyword research). It pays to have a dedicated landing page for each target keyword in your SEO campaign. Include images and videos. Google search results are no longer just about web pages. They also include images, videos and other forms of multimedia content. If you want to continue to dominate results related to your brand, make sure you have plenty of media content available to searchers. Beware of competitors. It’s totally possible ranking for a competitor’s brand — meaning there may already be competing brands trying to outbid you on your brand terms. Run searches for your brand keyword terms to see if other businesses are trying to optimize for those terms. They may have content that describes your brand and why their brand is better, or they may deliberately try to rank for keyword phrases that portray you negatively, such as “Waffle Place Food Poisoning” or ” Disgusting Waffle Place.” If you notice a competitor engaging in this type of activity, counterattack by optimizing the phrases they’ve chosen; since your site is based on this brand, you will have a strong competitive advantage. You can also go on the offensive and rank for competitors’ brand keywords. Consider satellite sites. If you need additional support for your branded keyword strategy, consider setting up independent satellite sites and landing pages, with different domains, to support your main site.
A note about PPC ads
One more important note here. Branded keywords are also exceptionally important in the world of pay-per-click (PPC) advertising. Paying for advertising associated with keyword searches for your brand may seem redundant or unnecessary, considering that you are already at the top of the organic ranking list. However, this can serve as a powerful defensive move, preventing one of your competitors from buying ads as a cheap way to beat your visibility. Again, you can also go on the offensive here, by purchasing PPC ads for branded keywords associated with your competitors.
Related: Is SEO or PPC Better for Your Business?
Branded keywords have the potential to be a powerful addition to your strategy. Even if your website already ranks easily for its own brand, these tactics can help you protect yourself from aggressive competition and reach your target audience more effectively.
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