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Company strategies to build brand image for its products and services are usually extensive efforts that boil down to use of a few significant words and phrases. This is a very similar process to keyword selection for use on the company web environment. Keywords attract new customers to the company web page, but identifying useful and effective ones can be a difficult process. However, a great deal of this work may already be found in the company branding strategy.

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.

Companies with a smaller internet or website environment can use a strategy of combined branding and keyword selection to increase sales and readership of the web pages by focusing on three primary areas: Product positioning “Uniqueness” Product features

Product positioning – Clear messaging about product or service ‘value’ combined with a word or two about where this value can be acquired is a good start to combining brand and keyword strategies. The word phrase “Low Cost SEO” describes a firm that provides SEO services at a rate below what the consumer might normally expect. The word phrase “SEO Consultants in Denver” describes a similar firm providing service to clients in the Denver, Colorado region. Features such as ‘low cost’ or including a geographic term can make the keyword phrase much more powerful. That phrase can also be combined as part of the branding strategy as well.

“Uniqueness” – Any unique product or service feature that would separate the company’s product from the competition is useful to incorporate into the keyword and branding strategies. This need not be terribly complicated. Using a simple keyword like “consultant” is of course ineffectual. A keyword term such as “Water Utility Consulting” describes a company that provides business or financial consulting services to a very specific type of customer.

Product Features – Combining product features or characteristics with keyword terms are useful in both building brand image and in attracting potential buyers to the company website. Terms such as “Quality French Food on a Budget” would be useful in the keyword phrase and also would be useful as part of the company’s branding strategy. This term would be valuable to a company providing French food service that isn’t as expensive as might usually be expected for such a product or service. Remember to include the geographic identifier as well!

Organizations that have already compiled and implemented a brand building strategy may have already executed half the work in developing an effective keyword strategy. The message consistency generated by combining keywords and branding can also drive significant traffic and sales to the organization via the internet.

SEO Consultants Denverdelivers assistance to businesses of all sizes interested in improving sales and increasing company revenue by turning internet readers into clients. Get a totally unique version of this article from our article submission service

Tags: Brand Strategies, Ecommerce, home business, internet business, Internet Sales, Keywords, manufacturing, marketing, Sales, Web Commerce, web development, Web Sales