SEO Denver

SEO Consultants in Denver provide Low Cost SEO consultations to organizations of all sizes throughout the nation that are interested in improving sales and increasing company revenue by turning readers into customers.

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SEO Keywords and Branding Strategy

“Branding” is a term commonly used to describe the process of establishing an image regarding a product or service in consumer’s minds.  Large companies invest a great deal in their brand image and in developing on-going branding processes.   Web page “Keywords” function in similar ways in that they represent key attributes that the organization presents on the internet. 

Search Engines use keywords to help categorize page content and to present organizational web pages when internet users search for product or service information.  The value of appearing high on a list of search engine results is well established, but many organizations decouple keywords from their branding image in the belief that competing for customers on the web is separate process from branding.  This leads to significant lost opportunity-especially when attracting new customers via the internet.

Using keywords to support brand-building really isn’t complicated.  A complex brand image can be supported by multiple web pages with each page taking a slice of the brand image to deliver the message more completely.   Savvy companies use this methodology to deliver information about specific products and services and manage to work in key statements about product features in with the branding message.

So what are the key elements of combining branding and keyword use?  Here are three starting points.
Product positioning
“Uniqueness”
Product features

Product Positioning:

Positioning a product on line requires delivering a quick message about value and how to acquire the product or service.  Terms like “Low Cost SEO” might be useful for a Search Engine Optimization firm providing services at rates lower than its competitors.  Terms like “SEO Consultants in Denver” describe the same service available in a particular geographic area in Colorado.   These keywords and brand characteristics can be combined to not only attract internet traffic but to also deliver an expectation for some of the product or service features.

“Uniqueness”

This is a general term referring to the ability of a product or service to provide a value that might not be easily acquired from competitors.  Occasionally, this can be something as simple as describing the service that a highly specialized consultant might provide.  A term like “Water Utility Consulting” describes a consulting firm that might deliver economic and financial planning advice to water service providers.

Product Features

Individual attributes or product features should always relate back to the organizational branding scheme.  Product features that deliver value should in other words be combined with the brand image in a keyword phrase for a particular product page.  For instance, a phrase like “Exquisite French Cuisine on a Budget” makes a statement about food type, quality and price.  This phrase might be used by a French restaurant that doesn’t want to scare off potential customers because of cost concerns.  In this instance, the Branding objective can be combined with a keyword phrase.  The only thing missing here would be a geographic term to identify where the customer might find the restaurant or acquire the products.  This can be included by using an additional keyword – such as “Charlotte” and used again within the page text.

Many organizations separate branding efforts from keyword section and in doing so, miss opportunities to build their brand image as well as attract attention via the internet.