The online world is becoming more and more competitive with many companies choosing to allocate marketing budget into pushing their online presence through Search Engine Optimisation (SEO) and Search Engine Marketing (SEM). However one mistake that can be made at the start of a new search marketing campaign is to focus purely on branded keywords as opposed to incorporating various non-branded keywords into the strategy.

For those that aren’t necessarily familiar with the practice of search marketing, keywords are the words that users type into Google in order to search for products and services etc. To help achieve a successful SEO campaign it is essential to ensure that your site is optimised for the keywords you want to rank for in the SERPS (search engine ranking pages). This is the case for both organic search marketing and for PPC campaigns therefore choosing the wrong keywords can have huge implications for your search marketing drive.

A reputable search marketing company will be able to help you choose the appropriate keywords tailored to your campaign. Here at Digital State Marketing our dedicated account managers will be able to provide advice and guidance regarding the choice of your keywords to ensure that you and your company are rewarded with higher rankings, more traffic and a higher ROI. However, when choosing your keywords there is often confusion as to whether you should opt for brand terms, non-brand terms or a mixture of the two.

Whilst traffic for brand terms is a good indicator of product awareness, many sites tend to find a higher percentage of traffic is directed towards the website through non-brand terms which suggests that non-brand keywords are more important in raising the general awareness of your site. However, non-brand terms are more competitive and so an aggressive search marketing strategy should be devised to help maximise your sites visibility in todays’ extremely competitive online market. It would therefore seem an appropriate move to incorporate both brand and non-brand terms into your SEO campaign.

At the Digital State Marketing we will only ever do what we feel is right for the future-proofing of your campaign. Our highly experienced staff will be able to advise you on choosing the correct keywords to help boost the ranking of your site, to increase traffic and to see a higher ROI. Contact us today for a no obligation discussion.