Incorporation of corporate branding and SEO

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SEO is not an exact science. This becomes obvious when you try to integrate both SEO and branding into a strategy. This process is tricky to say the least. On one hand, SEO deals with keyword and phrase placement. On the other hand, branding is about loyalty and company culture. Incorporating both sides dilutes the prominence of both. But eliminating one or the other may not achieve all strategic and marketing goals.

Again, it should be stressed that SEO is a set of guidelines rather than an exact science. That said, the following recommendation can be used to satisfy both sides of the equation. In general, keywords and phrases (i.e., SEO) should remain the focus of any startup business, while incorporating corporate branding should appear later in the evolution. This is simply a general statement that should not be taken at face value.

The reasoning is quite simple. At first, no one knows your company name, but perhaps they are looking for your products or services. In other words, you want to target keywords and phrases that focus on your offering rather than your company. As you build loyalty and credibility, branding becomes more important. It is at this point that you may want to incorporate corporate messaging to strengthen the relationship with customers and inspire trust in your brand.

One final thought on branding: if a searcher types in your company name, they are likely to find your site anyway. This is mainly due to anchor text and backlinks. Therefore, optimization for the company name is rather insignificant in most cases.

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