Increased Brand Awareness via PPC and SEO - Link Campaigns
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As opposed to what was said in regards to the Title, when submitting your site to directories and establishing other links as part of your link campaign, you need to consider scalability. You can change the Title of a page on your site in a matter of minutes, but it’s not the same story with all those backlinks. When thinking of all those submitted links out there, it is hard to start updating them all when you are not in charge of the pages on which they appear. So, if you did not plug in that brand name in the title and/or description of your link submission, you may never be able to update it in the future. That is another small example of how brand building in the search engine arena is a long term process (and the SEO budget should rise accordingly).
Furthermore, if you are optimizing a known brand from the start, you want that brand name to appear within the title and/or description of your submitted link. Not only would search engines recognize that brand name as being related to the topic of your targeted search terms, users may recognize and appreciate it as well (assuming it’s an appreciated brand, of course). In other words, your listing/link sticks out more for the users and should get more clicks.
Branding and SEO within the Copy of the Site’s Pages
The SEO-related pros and cons of including the brand name in the valuable Title of the page were mentioned before, but when it comes to the copy of your Web pages, feel free to include your brand name more than once. Moreover, it is important to do so in order to gradually provide your users with that crucial sense of reliability and trust as your brand becomes more known and valuable. Also, if people have gradually become aware of your brand over time then it is likely that brand name already appears on various pages on the Web. Thus, Google and other leading search engines are already “aware” that your brand name is associated with the same topic that your major search terms are associated with. Thus, plugging your brand name into the copy will boost the relevancy of your pages.
The Challenge and Reward of Successfully Optimizing a Brand
Optimizing a brand is usually a challenge for advanced SEO professionals who have already gained experience with other SEO campaigns. When you think of “branding” with search engines, you need to think more about “search engine marketing” than simply “search engine optimization.” This involves mixing effective PPC ads into the advertisement mix. In regard to SEO, you need to consider the appearance of the distinct brand name within the strategic Title, anchor texts of incoming links and within the copy of your Web pages. Optimizing a brand will take longer than an average project (unless you already have an excellent starting point) since the market is most likely more competitive. However, the rewards are high. The reward fo ryour client, as the IAB and Nielsen/Netratings research report states, is that more (27%) users will become aware of the brand. Your reward as an SEO is another successful job completed on a high-profile brand!
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