Over the years, I have worked for start-ups, on my own sites, on huge multi-national brands, across a variety of countries and a variety of digital channels. A
mentality that seems to continuously pop up no matter what country I’m on what type of site I’m working on is that SEO should be used to focus on non-brand generic keywords because a site should ‘be default’ always rank for its own brand. This is especially true when considering large multi-national brands. Or is it? A big mistake I see sites make all the time (and I’ve been guilty of myself) is getting so bogged down in the details and the focus on ranking for those all important non-brand keywords that the quick, obvious wins, and investment in SEO as a branding tool are overlooked. SEO brand marketing is ‘a thing’! Here’s
a few quick win areas that are often being forgotten. In the interest of being local, I’m using all Australian search results for this particular exercise but the quick wins remain true no matter the territory! Brand searches are not a guaranteed conversion, it is too easy to assume so. Don’t give the searcher the opportunity get distracted by what else is on the page, ensure a brand search is always part of a wider branding exercise. Just because they’re already looking for your brand doesn’t mean they are 100% loyal!
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