Brand "attracts clicks"

23rd January 2008

Company names should be left out of search engine optimisation (SEO), according to an industry expert.

Making his comments on a WebProNews blog, Richard V Burckhardt, a search engine optimiser, advised firms that internet users will not be searching for the company name but are more likely to be seeking a product or brand.

For instance, unless a company is as large as Coca-Cola where the product and brand are the same, the every-day web users will probably not be aware of the company name, he explained.

Mr Burckhardt said that if a brand is what sells, then it should be included in the website title, meta tags and body content in SEO.

"Something as simple as having a top selling brand that attracts clicks in your domain can do wonders for sales, marketing, click-through rates and rankings," the expert stated. "Use your head, not your gut, with your branding decisions."

Recently, Aaron Shear, partner in Boost Search Marketing, claimed that many companies were unaware of the new phenomenon of social media optimisation.

He commented on his Search Engine Watch blog that firms would be wise to employ experts for help with the marketing strategy.