Researching and targeting keywords is the second step in building an effective SEO campaign after developing an online strategy, so what is the value of brand messaging within targeted keywords?
azure, beryl, cerulean, cobalt, indigo, navy, royal, sapphire, teal, turquoise, ultramarine
All of these words are synonyms for “blue”
It might be easy to understand that it will probably be easier to rank for all of these synonyms for “blue” than for blue by itself, right?
So, what does this have to do with brand terms?
A seasoned marketing professional will be able to quickly realize that ranking organically for this group of synonyms might bring the same number of visitors and/or conversions as the root keywords, but what has a tendency to be missed is that branded terms, like “gucci” or “louis vuitton” are almost impossible to overtake in SERPs unless you are Gucci or Louis Vuitton and the idea that these branded terms must be reinforced through organic optimization. The way to impact the search volume for branded terms is more difficult and can only be accomplished through a branding campaign (online or offline).
IMHO, stop focusing on what you want to be found for (namely your brand) and start focusing on what your potential visitors are looking for!
As a consultant, it is my job to make sure that my client understands the difference and what opportunities there are in SEO. So, when it comes to organic, holistic or just plain SEO (what every you call it), what does brand have to do with it?