Welcome to The Ultimate Search Engine Marketing Guide
Search Engine Optimization Resource Article
This is a selection made from among articles on Search Engine Optimization Resource. For a permanent link to this article, or to bookmark it for future reading, click here.
Branding Versus Search Engine Optimization
from: Kevin S. KantolaBranding versus search engine optimization is a marketing dilemma that larger companies will need to come to grips with on the Internet. Often companies will need to decide whether to promote their own brand name as their main keyword phrase or optimize for a more 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 choice in this scenario is for Best Buy to optimize for their own brand name first and the word "electronics" second.
But take a competitor such as Fry's Electronics. Approximately 95,000 visitors search for the term "Fry's" every month, far short of those who search for "electronics". Does this mean Fry's Electronics (a partner with Outpost.com) should optimize for "electronics" first and Fry's (and/or Outpost.com) second?
Currently, a search on Google for "electronics" will show that Best Buy does not show up in the first 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 will reveal that this page is optimized for both words, "Sony" and "electronics." By optimizing for both words Sony has nabbed a lot of traffic neglected by Best Buy and perhaps even exceeds Best Buys traffic in doing this.
Another issue in branding is trademark infringement. Courts have upheld that websites using another company's branded name in its metatags is engaging in trademark infringement. For instance, a site about cats would be infringing if it put the name Best Buy in its metatags in hopes of gaining traffic from this trademarked word. Large companies have to protect themselves from others stealing traffic that is rightfully theirs. These companies cannot however protect a generic term such as "electronics" as that is fair game for all electronics companies.
So, in order to create the largest return on investment, large companies need to optimize their websites both for their own brand names and for the generic, high-traffic keywords and keyword phrases relevant to their sites. Otherwise, they are letting tons of online business just slip away.
http://www.seoresource.net
About the Author
Kevin Kantola is the CEO of Search Engine Optimization Resource (seoresource.net) and has written many online and offline articles over the past 20 years.
Related Articles for Search Engine Optimization Resource
 |
 |
Search Engine Optimization Resource News
Think Your Career Website Jobs Are Being Found? Think Again - PR Web (press release)
 Marketing Pilgrim | Think Your Career Website Jobs Are Being Found? Think Again PR Web (press release), WA - Human resources search engine optimization helps corporate career sites jobs get found online, minimizing dependence on expensive job boards. ... InsWeb Partners with ClearGauge to Improve Accessibility to ... |
Enhanced Capital Partners Makes Significant Investment In DC-Based ... - MarketWatch
Enhanced Capital Partners Makes Significant Investment In DC-Based ... MarketWatch - RepEquity also provides search engine optimization strategies, interactive communications management, and creative/web development services. ... |
Photo: MultiVu Appoints Tracey Page as Divisional Vice President - MarketWatch
Photo: MultiVu Appoints Tracey Page as Divisional Vice President MarketWatch - PR Newswire's leading services include ProfNet(SM), eWatch(TM), MEDIAtlas(TM), Search Engine Optimization, MediaRoom, MediaSense(TM), MultiVu(TM), ... MultiVu Appoints Tracey Page as Divisional Vice President |
Link Building, Circa 2008 - Search Engine Watch
Link Building, Circa 2008 Search Engine Watch - This page also uses the keywords in the H1 (Press Releases and Search Engine Optimization). Link quantity isn't the end game. Link quality is the critical ... |
Search Engine Strategies (SES) Training Provides Intensive SEO ... - MarketWatch
Search Engine Strategies (SES) Training Provides Intensive SEO ... MarketWatch - Search Engine Optimization Workshop -- A search-engine friendly Web site is a user-friendly, search-friendly, and persuasive site that converts visitors ... |