Branding Versus Search Engine Optimization
A brand is a collection of images and ideas representing an economic producer; more specifically, it refers to the concrete symbols such as a name, logo, slogan, and design scheme. A marketing process used to appeal machine algorithms and increase search engine relevance and ultimately web traffic is termed as Search engine optimization (SEO).
Companies are put into a dilemma of deciding upon their keywords as to whether to promote their own brand name as their main keyword phrase or optimize for a more generic keyword phrase.
Trademark infringement is another issue intellectual property act says branded name used by one company cannot be used by some other company. Though large companies have the right to protect themselves from others stealing traffic, however they cannot protect a generic term. In this case company needs to optimize their websites for all possible keywords including their own brand names, generic, high-traffic keywords and keyword phrases relevant to their sites to create the largest return on investment.
The highest conversion rate is provided by branded search terms, suggests a new research. But when used properly, non-branded terms can significantly affect the outcome of a paid SEM (define) campaign. Searchers tend to click generic, non-brand terms earlier in the search process and more on brand terms when they're closer to making a purchase. This suggests search marketers can leverage non-brand search terms to drive searchers toward brand terms later in the search and purchase consideration process.
Brand keywords are those with the name of the marketer or marketer-owned site or having a trademark. Non-brand keywords are those that don't include any reference to the marketer, site, trademarks, or proprietary brands.