Managing your Branding & Keyword Strategy

Are you using both effectively? What’s the difference between your brand and your keywords?  Your brand is the most important keyword in your arsenal. That doesn’t mean you needn’t have more diverse keywords or worse, lots of keywords and no brand in sight. A valid strategy needs to be in place to handle both these delicate tactics to favour your brand

Branding truly is branding

But what is branding? The term branding stems from the literal act of branding cattle with a hot brand. You “mark your ownership” by branding a cow. You can “own” a product group too by putting your brand on it.

Branding and your homepage

By far, should there be one page which says it all about you: its the main page. Your home has solely one task, the most important from a Search engine’s perspective: to score brownie points and move up the rankings.

I can think of no meaningful website where this has to be different.

These are deliberate decisions, not happenstance. The question you have to ask yourself is:will people remember my brand?

By branding our products, we can even make people aware of our brand right when they’re searching.

Keyword strategy

Your keyword strategy should make clear which “keyword groups” you focus on. It doesn’t have to be a long list of keywords (though it doesn’t hurt to have one). Your keyword strategy should be a definition of a group of keywords that you’re tackling. Every time you’re writing new content you can have a quick look at those groups and pick a new keyword that falls in line with the strategy.

These keyword groups should be interrelated too of course; if you can never write posts that touch on multiple of your main subjects, they’re simply to far apart.

The main questions you should ask yourselves are simple:

  • What are people searching for when they should be finding me?
  • What question does my product or service answer, which problem does it solve?


How many keywords should I target?

We tend to use the word keyword all the time, but even though that’s single, we don’t necessarily mean it’s only one word. “WordPress SEO” is a keyword, as is “Google Analytics plugin”

1, 2, 10 keywords: that’s always too little. Broaden your horizon a bit and / or dive deeper into the long tail.

1,000+ keywords: Might sound  like more than you can chew off. It’s not hard to gather 1,000 keywords though, so if you’ve got the time, and the inspiration, it’s worthwhile to fill in a lot of meaningful content. Meanwhile ensure those keywords are related to your business unless you desire reprimand. Google can be harsh.

So, even if you’re a reasonably small business, you’ll probably end up with a couple of hundred keywords which for the longer term is a good tactic provided you build more content on it to stay up top.

Head or tail?

It’s important to classify your keywords. You should distinguish your most important high level keywords, the ones that have sufficient traffic for your business and connect the best to your business. These are usually more “head” than “tail”. You should only have a few of these keywords for your business. The rest of it are bound to be more down the tail. If you don’t know what I’m talking about, go read up on long tail keywords.

Picture your site as a pyramid with the very top spot being your Brand, below it lies the cornerstone- content with quality keywords that show off your brand in the most positive lite, with dozens, if not hundreds of pages strengthening your site’s reputation.

That’s an awesome strategy!

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