Branding and Keywords
I am sure a lot of you are wondering what is the relationship between branding and Keywords. When I said keywords, I am referring to both single keywords and group of keyword phrases.
Before we go into the relationship between branding and keywords, let me ask you this.
What do people do with search engine? People search for information using search engine. People expect quality and relevant search results.
And, what drives a search engine? It is keywords that drives a search engine. Search engines use keywords to determine relevancy of information to the subject matter of the query. People use keywords to search for information. So, to put it. Keyword is the “heart” of search marketing. (And unique content is the “soul” of search marketing. I will be touching on this in later post.)
And, what is branding? In its most simple form is the act of creating public awareness and positive associations of an identifiable entity that has certain promises of value. Sometimes, the best way to create public awareness of your brand is to have maximum exposure of your brand to the masses together with positive messages associated with your brand. Traditionally, TV, radio and print media best served this purpose.
With proliferation of the Internet, couples with ease and speed of Internet, and more and more people are going online. Internet will slowly replace traditional media as the most popular media.
Internet has become the next popular Branding platform.
But, Internet has vast amount of information in different formats (in text, audio and video) and people have difficulty accessing this information. With invention of search engines and other information filtering system, we will able to access this information easier. The mechanics of accessing and finding this information are mainly through structured text or tags. These structured text are the keywords that people use to search for information.
Now, let’s take a look of how a typical person search for information using search engine. Normally, a typical person will usually start with common and short keywords or keywords phrases that he can think of when searching for information. Only when he knows what he want or has a clearer idea then he will begin to enter more specific and longer keywords or keywords phrases. If that person has the intention to do certain actions in relation to the information that he is searching like buying a book, he will be search with a more specific words like the book title and author. He might also enter longer keywords to search for related products to do comparison. After he has more information, he might decide to purchase the book. He is said to be in action mode. (So, those who search with specific long-tail keywords are usually the one who would buy things, sign-up or convert to your clients. )
The Long Tail and Short Head of Search
(Courtesy of www.searchtools.com)
So, from the example above we know that the common or general keywords will generate huge volume of searches as people usually start their search with them. While the specific longer keywords will associate with much more lesser volume of searches as not many people will look for specific information. The common shorter keywords will form the short head of the search while the specific longer keywords together will form the long-tail of the search (See graph above).
If your branding strategy is to have more exposure associated with maximum web visibility, then you will have to target the general and common keywords. But, normally, these keywords are the ones big companies or businsesses with lots of resources targetting. If you are small business owners, you can’t afford to compete with the big players. So, you would have to think niche and target those specific and longer keywords. This is true for both Search Engine Optimization (SEO) or Pay-Per-Click Marketing campaign. You have to know where you are and how many resources you have before you start your branding excercise.
My advice is find 3 to 5 keywords that you brand asscociates with and ‘generalize’ or ’specialize’ your keywords to the level you comfortable with. To summarize. If you ware big, go general. If you are small go niche.
Greetings from Jason Chew
Hi guys! This is your first post since 2007 when I last blogged and written articles. I have being busy with life and work ever since then. Recently, I embarked on the journey to be a Certified Search Engine Optimization (SEO) Professional and Certified Internet Marketer. Though before that, I have attended and have experience in Internet Marketing (IM) doing website promotion and email marketing*. I have mixed success in IM and Internet business.
In the SEO and IM there are presently no specific authority except SEMPO Institute to issue industrial recognized certificate on this subjects. Most SEO and IM companies’ credibility is purely by performance driven. The more traffic, consistent high page rank, high conversion rates, sign up, etc. you get the more people will know about you.
But, after some search, I managed to get find ExpertRating and Web CEO – two of the recognized companies doing in SEO and IM education. Presently, I am now a ExpertRating Certified Professional in SEO and and Web CEO University Certified Competent Internet Marketer. I have also passed my Google Adwords Professional Exams and now on course to be a Google Adwords Professional Qualified Individual.
Warm regards,
Jason
* – In 2006, I have attended a couple of Internet Marketing seminars conducted in Singapore and even joined Asia Internet Academy and Stephen Pierce’s Hotgroups Asia.
