Improve Branding with Keyword Consistency
If you want to create consistent branding on your Website, throughout your marketing materials and as your organization appears to search engines, try using consistent keywords in all aspects of your marketing efforts. While much of branding is visual (think logos, home pages and eNewsletter designs), word choice, tone and keyword selection also play a role in creating a consistent brand.
One way to accomplish this kind of organization-wide consistency is to encourage collaboration between your editors and copywriters, your Search specialists and your Lead Generation team. Develop a process by which the keywords used by your Search specialists make their way to your Editorial and Lead Generation teams. When creating titles, descriptions and summaries for marketing materials, make sure that keywords are included in high-traffic spots (which can be determined using Eye Tracking studies) and are consistent across all of your marketing materials.
By repeating key words and phrases on your home page and Website, in your metadata, in eNewsletters and email marketing messages, and within your content, you will subtly build and enforce your company's brand. And while your site visitors and subscribers might not consciously notice the consistency, chances are good that search engines will.