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Branding InformationBranding Versus Search Engine Optimization
by:
Kevin S. Kantola
Stigmatisation
versus search engine optimisation is a marketing quandary that larger companies wish need to move to grips with on the Internet. Often companies wish need to decide whether to promote their own brand name as their main keyword phrase or optimize for a much generic keyword phrase.
For instance, one search engine report states that 1.3 million visitors per month search for the term "Best Buy." This same report states that the term "electronics" is searched for by 1.1 visitors per month. The obvious select in this scenario is for Better Buy to optimize for their own brand name 1st and the word "electronics" second.
But take a competition such as Fry's Electronics. Close to 95,000 visitors search for the term "Fry's" every month, far short of those who search for "electronics". Makes this mean Fry's Physical science
(a partner with Outpost.com) should optimize for "electronics" 1st and Fry's (and/or Outpost.com) second?
Currently, a search on Google for "electronics" wish show that Better Buy makes not show up in the 1st two pages. Fry's (Outpost.com) is on the second page. But let's take a further look to see who is in the number 1 position: Sony.
Sony, with 450,000 searches per month for the word "sony", has managed to grab the number one spot for its brand name and the generic name "electronics". A search of the Sony homepage source code wish reveal that this page is optimized for some
words, "Sony" and "electronics." By optimizing for some
words Sony has nabbed a lot of traffic neglected by Better Buy and mayhap even as exceeds Better Buys traffic in doing this.
Another issue in stigmatisation
is trademark infringement. Courts have upheld that websites victimisation another company's proprietary
name in its metatags is piquant in trademark infringement. For instance, a site simply about cats would-be be infringing if it put the name Better Buy in its metatags in hopes of gaining traffic from this proprietary
word. Large companies have to protect themselves from others stealing traffic that is truly
theirs. These companies cannot however protect a generic term such as "electronics" as that is fair game for all physical science
companies.
So, in order to create the largest return on investment, large companies need to optimize their websites some
for their own brand names and for the generic, high-traffic keywords and keyword phrases relevant to their sites. Otherwise, they are holding tons of online business simply slip away.
http://www.seoresource.net
Just simply about the Author
Kevin Kantola is the CEO of Search Engine Optimisation Resource (seoresource.net) and has written many an online and offline articles over the past 20 years.
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