Organic search, as a source of highly targeted traffic, is one of many viable online marketing channels. And while SEO is not a cure-all for businesses, it can fit into a company’s overall business strategy in several critical ways.
Many consumers assume that top placement in search engines is like a stamp of approval on a brand. Surely a company could not rank highly in search results if it were not one of the best in its field, right?
If you are an experienced search engine user, you probably recognize that the preceding statement is not always true. However, the fact is that many consumers, and even sophisticated web searchers, interpret high search rankings as an implicit brand endorsement.
Therefore, for critical brand terms, an SEO strategy should be geared toward increasing organic search exposure for branded keywords.
In addition to targeting brand terms, you will want to rank well for nonbranded search terms that are specific to your core business (a highly competitive, but highly rewarding, branding effort). When searchers see you ranking highly on these types of search terms, they will associate your brand with the product or service and assume you are one of the best places to purchase from.
The list of situations where the brand can also limit the SEO strategy is quite long, and the opposite can happen too, where the nature of the brand makes a particular SEO strategy pretty compelling. Ultimately, your goal is to dovetail SEO efforts with branding as seamlessly as possible.