Incorporation of Company Branding and SEO

SEO abbreviated as search engine optimization, which means to increase the quantity of traffic and quality of traffic as well. Search Engine optimization is not an exact science where you will need to do scientific experiments. SEO is a set of rules you need to follow to rank higher in search engines. Search engines makes decision based on these predefined rules and evaluate website.

Company branding on the other hands, is complete different process. It deals with business loyalty and culture.

SEO vs Company Branding

This becomes apparent when trying to incorporate both SEO and branding into a strategy. This process is finicky to say the least. On the one side, SEO deals with the placement of keywords and phrases. On the other side, branding deals with company loyalty and culture. Incorporating both sides dilutes the prominence of both. But eliminating one or the other may not meet all strategic and marketing goals.

Once again, it should be emphasized that SEO is a series of guidelines rather than an exact science. Having said that, 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 early-stage company, while the incorporation of company branding should appear later in the evolution. 

This is simply a general statement and should not be taken word for word.

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

One final thought about branding: if a searcher types in the name of your company, they are likely to find your website anyways. This is due mostly to anchor text and back-links. Therefore, optimizing for the company name is rather insignificant in most cases.