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Keywords Vs Company Name
Posted 07 October 2010 - 08:52 AM
I have a client who is about to embark on a site revamp. I've emphasized the importance of incorporating the correct keywords on the site, in product pages etc. When I use Google Analytics to get a sense of what keywords are currently being used to find the site I'm surprised to see the actual company name (and variations of it) in 19 out of the top 20 keywords (25 out of the top 30).
What does this mean? Is the company name really that important - we're not talking Apple or MicroSoft here, just a small engineering company? Is it related to the current lack of keywords that people aren't finding the site even if they are typing in exact keyword matches?
Any comments / advice would be helpful,
Posted 07 October 2010 - 12:07 PM
It means that they've done a good job of branding their site, but haven't really done any SEO yet. You don't want to lose those branded referrals as they're likely going to always be your best converters. But you do want to optimize them for the people who don't already know this company exists but are looking for the types of services they offer.
Hope this helps!
Posted 07 October 2010 - 12:20 PM
Jill - not sure what you mean here. Optimize the branded referrals? (How would you do such a thing?)
Or do you mean optimize the web pages to better reflect the product-related keywords that the we all assume that they "should" be searching for.
You'll have to believe me when I tell you that they did NOTHING to brand their site! Its just the way it turned out, almost by default!!
Posted 07 October 2010 - 02:09 PM
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