Think about this statement for a moment and think about your own actions with your mobile device. You are looking for the following items:
- mens clothes store
- gas station
- grocery store
- convenience store
Now, consider the following way to search. You really like certain brands and you want to see if a particular location has these items.
Now, think about yourself as a marketer who wants to market your product not only locally, but nationally. In the past, many marketers were able to create great key word search terms that were specific to our current businesses. In fact, many of us including myself purchased domains that were keyword specific. Up until a year ago, organic keyword search was a viable search strategy. Today, it is still a factor, but its overall penetration has weakened a bit. It appears there is a better way to approach this whole topic of key words.
The Future of Branded Keywords
Moving forward, the direction for smaller businesses will need to look closer at this idea of combining key words with “Branded Entities) More and more it appears that Google is looking for search results from trusted brand entities to help establish credible search information.
Location Brand : City (Example: Omaha)
Personal Brand: (Examples: Full Name + title, company,location, profile, experience)
Combine Keywords with Brand (food testing, Omaha) (ethanol testing, Midwest Laboratories)
This is not an easy endeavor and it will take some time to see results, but I think if companies are going to be able to connect more and more with their brands and the products and services they provide. To rely strickly on long-tail keyword phrases is very risky.
More thought needs to go into how to make branded keywords come to life. One way is through transparency. Companies and their representatives are going to need to come to the forefront and talk about experiences that add value to clients. Being transparent needs to be a cautious approach, especially in light of personal brands connected to company brands. Again, a lot of planning and due diligence needs to occur to insure brands are presented in the best light possible.
Showcase Value to Clients
The ultimate goal here is offering value to clients. Developing a strong brand that people notice is always a daily goal and it should come through with the way clients are served. Companies need to recognize that if they want clients to know what value they can offer, they need to take steps to insure they stay on people’s radar. One way to do that is by looking closer at search marketing and determine where they want to go in the future.