Landing Pages VS. Landing On The Home Page

Landing Pages VS. Landing On The Home Page

By | Blog

Online business has been on the rise and looks like its reign will only continue to grow. 80% of Consumers do online research long before actually implementing a decision or purchasing a product, making websites the core of most company’s marketing revenue. For this reason your webpage needs to provide optimal viewing and easy accessibility. Here are some things to consider when trying to impact the customer and make your home page and landing pages really work for you.

The whole point to creating a website is to market you and your business and in turn increasing profits. So for starters, think of your home page as just the door opening to the services you can provide. Other pages will show more details of your services and products, but the home page should just answer the questions of who you are and what you do. Your home page is more of a gateway to a purchase, gaining the customers trust with concise, eyeball-grabbing content. Unfortunately you only have about 30 seconds to gain the trust of the customers and spark their curiosity to want to view more. Some good ways to gain trust is to tell your history, have real testimonials, and a fast way to engage the client is a short video.

After your impressive ‘hello’ home page, the other landing pages should be detailed and a direct path to selling your products and services. If set up correctly, when someone searches a specific product or service they should not be sent to your home page but directly to your corresponding product or service page for the fastest route to the sale. This can vary depending on what you are offering, but its good to keep in mind that a purchase or at least an interested buyer or subscriber is the bottom-line and people are fast-paced.

So in short: Gain the customers trust and have the home page and landing pages easy to find and as concise as possible. Whether you are just starting out or want to gain more traffic, Netwirks is here to help. We can help your home and landing pages stand out taller than your competitors. Don’t hesitate to call and set up a free website analysis, and we can get you on your way to increased sales today!

The Benefits Of Reporting And Analysis

The Benefits Of Reporting And Analysis

By | Blog

Reporting and Analysis capabilities have skyrocketed these last few years. There are more tools than ever before to track data about every action that goes on your website from data about the visitors, where they clicked, how long they stayed, purchases they made, etc. Some people talk about reporting and analysis like they are synonyms. While they both draw upon the same web data, the purpose of each is very different. Below we will go over the benefits of reporting and analysis and how to make them work for you.

To help continue and increase business growth it is imperative to know the strengths and weaknesses the website or business possess and also trends that can come about. The following is a simple breakdown of reporting and analysis:

“Reporting: The process of organizing data into informational summaries in order to monitor how different areas of a business are performing.

 Analysis: The process of exploring data and reports in order to extract meaningful insights, which can be used to better understand and improve business performance.

In summary, reporting shows you what is happening while analysis focuses on explaining why it is happening and what you can do about it.”

 So as you can see they are very much alike. On one hand you have reporting, which translates the raw web data into information and can help raise questions. Reporting helps companies monitor their online business and alert them to data peaks and valleys.

The other hand holds analysis, which transforms data and information into insights. The goal of analysis is to help identify the answers commonly brought about by reporting. Or sometimes analysis can raise more questions in which tests can be done accordingly.

Another common question is: what is the difference between analysis and analytics? While most web tools you come across offer just reporting and analytics and not analysis, analytics is the next step for both. The definition of analysis is: “the extensive use of data, statistical and quantitative analysis, explanatory and predictive models, and fact-based management to drive decisions and actions.” Analytics are great to help you forecast and see successful business models take shape.

It’s of vital importance companies know where they stand and all of this web data is a great way to let you know what is working and what is no longer needed. Netwirks offers all of the above with supplying weekly and monthly reporting, analysis, and analytics and so much more. Internet marketing solutions are just a phone call away!

Why Do You Need A Responsive Website?

Why Do You Need A Responsive Website?

By | Blog

Our Netwirks Crew prides ourselves with blazing the trail for Internet marketing and optimizing profitability for every client we have. We stay on top of the constant shift in trends because if your web page is outdated, lacking good content, or not built in a responsive format then it will not be found and/or become an immediate turn off. A responsive website has become an essential factor in promoting your webpage to every person and platform.

The Era Of A Responsive Website

In this day and age almost every business and its consumers connect online, so customer service ultimately starts on a screen. 80% of consumers do online research long before actually implementing a decision or purchasing a product, so your webpage needs to provide optimal viewing for multi devices. A responsive website offers flexible sizing and will adapt to whatever device it is viewed from, which is needed for todays ever-changing computers, tablets, phones, and wearables. It is also good to keep in mind that pictures and the content layout need to be suitable to view on the more constrained size of a phone or wearable or now web enabled televisions, kitchen appliance, etc. The Consumer should be able to easily navigate and read the content no matter what device is being used.

The adaptive website (mobile) layout is not obsolete as it still provides mobile accessibility but it is predesigned for specific device sizes where as a responsive website provides fluid adaptability to any size. A responsive website has a faster loading time and with just one design layout and address will come up higher in search engine rankings because it is easier to lookup. This shift has happened quicker than predicted and mobile browsing is expected to outpace desktop-based access within three to five years. Without converting to a responsive website your Business will surely fall behind and Netwirks is here to help you adapt!



The Necessity of Quality Content

The Necessity of Quality Content

By | Blog

The Necessity of Quality Content

Your webpage is an extension of you and your business and the quality of your content the foundation. To make it really work for you and compliment your business it needs to be user friendly but also easy to access and share. Some points to consider for good content would be to ask if it is: searchable, shareable, usable, readable, memorable, quotable, actionable, and reportable.

Your webpage should be easy to find from outside your site. This is imperative especially when sharing on other platforms by cross promoting and content marketing. The best way to increase search ability is to align your content with a highly applicable keyword. Google, its Search Partners, and other search engines only play nice with good content relative to the keywords being searched by its users. The clearer the content-keyword relationship the more accessible it can be to anyone. Know your competition and try to set yourself apart so the Consumer/Searcher is not confused and can locate your content right away.

Once the Searcher has reached your site it should be easy to navigate and be up to date with the most recent news or promotions. If it is not up to date or too complicated to navigate then it won’t be on the users screen for long. Make sure the colors and text are easy to read and inviting no matter what size device it is viewed from. You want the person to stick there as long as possible so have a variety of accurate, useful, and memorable information. Also having interaction with the Guest is always good, let them ask questions or leave feedback.

Reporting and analysis capabilities have skyrocketed. There are now more tools than ever to track your client’s steps to and away from your site. This is a great way to see what is working for your web page and what needs improvement. Also following the statistics will make you aware of the shift in trends and foreshadow what is to come.

Netwirks is here to help and don’t hesitate to ask if you have any questions about optimizing content and making your website work for you!

Why Having A Blog Is So Important

Why Having A Blog Is So Important

By | Blog, Brand development, Business advice, Online marketing

What is the primary purpose of your business? Is it to sell a product or service? Is it to act as a valuable resource in a specific niche? These are trick questions, because the right answer is yes. Business owners who have their sights set solely on their bottom line miss a huge market of potential customers. Why? Too often, they fail to see the big picture. People care about information. Consumers want to be informed, knowledgeable, and take more away from a company that a tangible product. This is what blogs are for.

Do You Have a Blog?

To prove to customers that they are more than just figures in a budget, that they can get something from you without first having to pay. All long-term, successful business ventures are founded and focused on establishing trust. Content is more important than ever in the internet marketing field, and blogs account for the bulk of most brands’ digital text. The process is two-fold. Since search engines like Google recognize and respond to search patterns, they emphasize and reward website practices that are in line with current consumer demand.

Blogging has become a cornerstone of search engine optimization; and is an excellent way to promote your brand. When people type in a keyword and your website’s blog is tailored for this particular inquiry, it will be more visible. Countless research has been conducted on the importance of search engine ranking pages, but the point worth noting is that customers are more inclined to trust websites on the first page. This is the great part. When all that organic traffic gets to your site, they will soon find more, helpful information on things that interest them.

What Should I Blog About?

The subject matter need not be complicated and is not intended to be. A good blog is one that connects and resonates with the target audience. If you own a plumbing company, for example, excellent blog topics could be “How to Unclog a Drain,” “Should I Buy a Low-Flow Toilet” or, “Why is My Sink Leaking.” These are all posts that someone searching for a plumber will benefit from. Blogging is not rocket science, but it is without a doubt one of the quintessential elements of any effective internet marketing strategy.

You can blog about whatever you want, as long as it is relevant and provides value to the end user. As far as quantity, more is always good, though an SEO-optimized, bi-weekly blog will often garner as much traffic as a weekly one. Conversion analysis is a different story, but quality trumps quantity every time. If you want your blog to stand out (and we know you do), strive to create evergreen content, something that will be never be obsolete, something that someone reading the blog years from now will gain value from. Remember to keep your posts concise and easy to digest. Blogs are not meant to go over the reader’s head or take forever to read. Short, simple, and effective!

Is Search Engine Submission Necessary?

By | Business advice, SEO

The simple answer is no – search engine submission isn’t necessary. The majority of search engines nowadays (most notably Google) crawl and index pages by following links. Using that logic, a single inbound link from any already-indexed page will identify your page to the engine. Subsequently, if that page links to other pages within your site, they will also be indexed… and so on.

For this reason, inbound linking is very important. In fact, acquiring back-links may be the most important of SEO. In theory though, a website owner shouldn’t have to ’scout’ or ‘hunt’ for links. If the presented content is of interest, useful, and/or important, there is a natural tendency among web users to link to information. This is the basis for the Google PageRank algorithm.

With all due respect, submitting your site to the search engines can’t hurt. Plus, it only entails about 5 minutes of added work assuming you only submit to the big guys. And once is enough… you don’t need to submit your site more than once. It doesn’t help or get your site crawled any quicker or more often.

It should be noted that submitting your site to Google, Yahoo, MSN, and many others doesn’t cost a fee. Many SEO companies assert that you need to pay to be indexed. This isn’t the case and I would stay away from these companies. They are money hungry and aren’t looking out for your best interest.

Would you ever consider going on a vacation across the country without bringing a map? It is hard enough to find your way in some places with a map. How hard would it be if you tried this adventure without one? Yet, this is exactly what people do every single day in the online world. They tried to build their own businesses online without having a roadmap to success. Then, after months or years of just wandering around online, they give up in frustration and quit. They walk away saying that the Internet doesn’t work for them. The reason it didn’t work is that they didn’t pick up a map and follow it!

You don’t have to end up lost in the online shuffle. Below I will give you ten steps to help you map out your course and get you started in the right direction. It isn’t everything that you need to know by any stretch of the imagination, but it will give you a basic foundation to build upon.

Consider it your beginner’s map to Internet marketing profits.

1. Choose a targeted market

The biggest mistake most people make when starting a business is that they choose a product and then try to find people who want to buy it. If that is the direction you are starting from on your journey, then you are going the opposite direction from your destination. Wise businesses operate from a different concept. They pick a market first, and then they pick a product those people are searching for. In other words, instead of trying to find leads to sell their product to, they find targeted leads and then ask them what they are wanting to buy.

Don’t even consider starting a business until you know exactly where you are going to get your leads from. Think targeted customers first. Then, you can come up with a product for those individuals. Would you rather have 1,000 hits a day at your site of a general audience OR 10 hits a day of people who are desperate and willing to pay any price to buy your products? If you are smart, you will choose the people who are ready to buy!

2. Develop a Product

Next, you need to develop a product or service for this market. Don’t just jump on the bandwagon of affiliate programs when you come to this step. There are three major ways to selling a product online:

a. You create your own exclusive product.

This is the best opportunity you have. If you develop your own product, you can pick it’s price, sell reprint rights to others, set up an affiliate program, etc. Don’t tell me you can’t do this. Tens of thousands of innovative entrepreneurs have used their own information products to get their careers started. You can to.

Throughout your life, I am sure that there is something you have learned that you can share in a How-To product. Maybe you know someone else who has the right knowledge for a How-To product and you could offer to help them create a product if you both shared the rights to it. Don’t just jump past this opportunity and say it can’t be done.

b. You buy the rights to a product or you JV for an offline product.

You can buy the rights to successful products for $500 – $20,000. If someone else has created a product that you know your targeted market is interested in, offer them a large up-front fee for the rights to it. This way you can get your own product and never have to pay a penny in royalties. You can also search through magazines your targeted market reads and look for products people are selling. Then, give them a call and ask for the exclusive Internet rights to their product for a certain percentage of the profits or an up-front fee.

c. You join an affiliate program.

If you are just starting out online, this can be a good choice. You do have to keep in mind though that it doesn’t offer quite the profit potential that creating your own product or obtaining rights to one has.When choosing an affiliate program, make sure that it is something your targeted market cannot be without. They absolutely have to have it. Also pay special attention to the profits you receive from each sale.

If you are only be paid 5% commissions on the sales of $10 books, you will only be making 50 cents per customer. It would take 2,000 customers just to product $1,000 in profits. You cannot make money like this online! Look for higher priced products and higher commissions…especially commissions in the 25% or higher range.

3. Create a USP

Create a Unique Selling Position for your product or service. Too many companies are just trying to be me-too companies online. You cannot be just like the next guy and expect to make a profit in a global economy. Just going to the next guy’s web site to order is too easy for your customers.

You have to create a Uniqueness to your product or offer. What can you offer that no one else can? Can you offer better guarantees, better customer service, more technical support, faster shipping, or lower prices. Think of something that will set you apart from all of your online competitors and tell in complete detail what it is.

4. Pick a Domain Name and Hosting Service

The next step is to pick a domain name that describes your company, USP, and offer. Try to keep them as short and descriptive about your business as possible. Avoid using dashes or misspellings of your product. Both of these things will cause people to leave out part of your domain if they type it in. Someone else will be getting free traffic that you worked hard to obtain.

For hosting, I personally choose to use Virtualis since they have the Fastest customer service and technical support in the industry. Test them out. They will respond to you within the hour…anytime 24 hours a day. No other company I have ever been with has even come close!

5. Develop a Customer Friendly Site

The next step in the process is to develop your web site and put it up for the world to see. If you are planning to own a full-time Internet business, I recommend that you learn how to design the site yourself using one of dozens of programs which are readily available at any software store.

You will save so much money if you can do the work yourself on just the editing alone as your site grows. If your main business is offline and you are just adding a secondary income, then you may want to consider having a professional do your site for you.

When designing your site, keep the customer in mind always. Provide order forms for online credit card orders. Make all of the links easy to understand. Try to keep your site simple. Think like a customer, not the business owner.

Your customers are not nearly as interested in your business as you are. Make sure to put the benefits of your site and your USP right on top of the site. More than half of the web surfers never drop down past the first screen full of information. So, you have to give them the information they need as quickly as possible. The rules for any type of business are Benefits, Benefits, and more Benefits.

6. Offer a Freebie

One of the major keys to developing traffic and sales at your site is to always offer some type of freebie as a drawing factor. For example, I offer dozens of free reports, weather reports, news, and more. My greatest drawing factor throughout the past 8 months though has been the two free e-books which we offer on our site to people who subscribe to this newsletter.

You need to come up with a freebie no matter what type of business you are in. Create a free report and give it away. Add in a message board or some other type of CGI program on your site. Give a free demo of your software. Create something that you can give away for free on your site to draw in the visitors.

7. Start Your Own Opt-In List

Almost every full-time Internet marketer I know has developed their own Opt-in email list of some type. For most of them, it is a weekly newsletter they send out by email. For others, it may be a Tip of the Day. Other people might just have a list that they send out important updates to.

No matter what you choose to do, odds will be on your side if you concentrate on building a list of loyal email subscribers. Very rarely do customers purchase from you the first time they visit your site. Most of them will get on your list, hang out for a few weeks or months, and then they buy from you. They have to get to know you before they are willing to spend their money with you.

I have found that the most effective leads come from offline advertising. For example, you could purchase ads in a popular targeted magazine for your business. You could also purchase a postcard in one of the card decks. Start up a co-op and get 10 other people to advertise with you and run your own ads for free. Offline leads which come to your site often turn out to contain a much higher percentage of buyers than any of the online advertising methods.
Once you put our short 10 step outline together you have a basic map to creating your own Internet success story. You wouldn’t consider going on a trip without a map. So don’t try to go it alone online without a map.
Terry Dean’s Brand New Fr-e eBook, “10 Quick and Easy Ways to Increase Profits to ANY Web Site Overnight!” Reveals More Time Tested Proven Internet Marketing Secrets Than 99% of the Paid Products Available…Showing You Step-By-Step How to Increase Your Traffic, Drop Your Expenses, and Drive Your Profits Through the Roof

Can Any Inbound Linking Hurt My Ranking?

By | Online marketing, SEO

The answer is simple – inbound linking cannot hurt your search ranking. How is this known for certain? Well, for one, if inbound were to hurt your rank, your competitors would continually link to your site from link farms. Such a scenario is beyond your control. For this reason, Google cannot penalize your site for any inbound linking.

On the other hand, you can be penalized for illegitimate external linking. It is highly advised that you not link to any website or group of sites that may be involved in shady or unethical search practices. Doing so could result in being black-listed by Google, ultimately ruining your SEO strategy. Avoid this situation at all costs and ensure that all external links point to trusted and reliable sources.

Having been involved in the internet industry for a large part of my working life, I have spent a lot of time researching and browsing the internet and reading websites, mainly for client design research, but also for occasional personal use. The one thing that I find most disappointing, is the apparent lack of thought going into website creation and it’s purpose, which in turn creates a missed opportunity for many e-businesses to become successful.

My personal perspective on e-businesses and their websites, is that if they don’t take pride in their websites and show to their customers a passion for what they do, chances are, they won’t take pride in their products, and the passion for providing good customer service will also be missing.

What you must remember, is that your web site is a direct reflection of you and your business. The appearance of your site is the most important factor in determining your potential success rate. In short, if your site doesn’t look professional or pleasing to the eyes at first glance, the majority of people will assume your products and/or services to be of similar poor standard.

At the other end of the scale, you could fall into the trap of going overboard with the design and over complicate things with incorporating high costing flashy graphics. You may end up with a great looking and highly aesthetic web site, but the danger with this is that your site may prove unreliable and at times may take too long to load. There is nothing worse for a customer than trying to visit a slow loading site, and most will close the browser window in complete frustration. As i’m sure you will be able to work out, this will ultimately cost you business.

The other major consideration (if not the most important) when designing a website is your content. Not just links, but content with passion, relativity, and understanding to the customer. When someone is searching for something in particular and they visit your web site, they’re visiting for a reason. Your site has something they want, Whether this be your product, service, and/or information. If they are unable to obtain what they’re looking for, they move on to the next site and so on. To be able to get your visitors to stay and look around your website, you must give them a reason to. Providing them with quality content will achieve this goal.

There have been countless other lists and articles on the subject of website designing mistakes, but I have compiled my own list, from a designer’s perspective, of some pitfalls to look out for when considering either designing a website or purchasing a template. Remember that the simple, clear, informative and well designed sites are the most successful. If you are a current e-business and your sales aren’t what you had hoped, consider the above and take some time to look openly and honestly at your site. Spending money on improving your website is a much better investment than throwing money away on trying to advertise and market a site that just isn’t good enough to sell your product or services.

If you are looking for a template or a custom designed website, be aware of the above and be prepared to ask your chosen designer or template provider questions to ensure that your hard earned money doesn’t go to waste on an inferior design, which contains any of the above. Asking questions won’t cost you a penny, and in doing so could actually save you a lot of money over the long term. Getting your website right first time is vital in terms of saving money and time. The earlier your website is up and running properly, the quicker you will be able to reap the rewards of a successful e-business.

The prime mistake Newbies make is to put their website name into the Anchor Text. Unless your website contains your keywords this is a waste of a perfectly good link. Remember that Google puts a very big importance on those Anchor texts and they should always use your keywords.

The second mistake is trying to put every single keyword into your anchor text and give that to everyone. There are two mistakes with this technique. 1.) Google assigns weight to each word in anchor text so if there are a lot of filler words (common in long sentences), they will “dilute” your target words.

According to two recent surveys, conducted by Forrester Research and Gartner Group, ecommerce sites are losing $1.1 to $1.3 billion in revenue each year due to customers click- away caused by slow loading sites. If a page takes too long to load, your potential customer will not wait. Ultimately costing you business.

Make sure you include proper META tags in the HTML of each page of your web site. META tags are HTML code that enable the search engines to determine what keywords are relevant to a specific site. About 80 percent of all web site traffic originates from the eight major search engines. It would be a good idea to make sure you’ve done your homework and fully understand how to optimize your web pages prior to designing your site. This will save you a lot of headaches in the long run. For further information on META tags read the tutorial entitled, “Building Your Site.”

Be cautious when selecting your background and text colors. Busy backgrounds make text difficult to read and draw the attention away from the text. Always be consistent with your background theme on each page of your site. Your site should be nicely organized and uniform throughout. Keep in mind, colors affect your mood and will have an affect on your visitors as well. Bright colors such as yellow and orange, cause you to become more cheerful or happy, while colors such as blue and purple have a calming effect. Dark colors such as brown and black have a depressing effect. A good rule of thumb would be to use colors based upon the type of effect you’re trying to achieve.

Your main page should specifically let your visitors know exactly what you’re offering. How many times have you visited a site and never figured out exactly what they were selling? If your potential customer can’t find your product or service, they definitely won’t waste a lot of time looking for it. They’ll go on to the next site and probably never return. They’re visiting your site for a specific purpose. They want something your site offers. Whether it is information, a product or service.

Design your site to be easily navigated. Place your navigation links together at the top, bottom, left or right side of the page. Use tables to neatly align your links. If you are planning on using graphic buttons to navigate your site, keep in mind that with each graphic you add to your page, it will take that much longer for your page to load. If you only have a handful of navigational links, using graphic buttons will be fine. If you have over six links, it would be wise to simply use text links to keep your load time down.

If you must use frames, use them sparingly. Frames, if not properly used, can make your site look unprofessional. Avoid making your visitors have to scroll from side to side to view your content. This can be very irritating and cause your visitors to leave. If you must use frames, offer your visitors a choice. Frames verses No Frames. Try to keep the number of clicks required to get from your main page to any other page on your site down to four. Keep in mind, your visitors may enter your site from pages other than your main. Always have good navigational links on every page and place your company logo on each page.

Design a quality e-book to give to your visitors. It’s not as difficult as it sounds. If you can create a web page, you can create an e-book. The focus of your e-book should compliment your web site. Simply write about your passion. If your passion is sales, then you could share some of your knowledge and experience by designing your e-book to provide a complete sales training guide. If your passion is home based business, you could write an e-book about how to start your own home based business. If you’re writing about your true passion then you shouldn’t have any trouble coming up with something to write about. For further information on e-books, read the article entitled, “How to Create an E-book and Drive Massive Traffic to Your Site by Giving It Away.”

Having been involved in the internet industry for a large part of my working life, I have spent a lot of time researching and browsing the internet and reading websites, mainly for client design research, but also for occasional personal use. The one thing that I find most disappointing, is the apparent lack of thought going into website creation and it’s purpose, which in turn creates a missed opportunity for many e-businesses to become successful.

The Importance of Anchor Text in Back-links

By | Advanced SEO Techniques, Online marketing, SEO

The importance of anchor text with respect to a linking strategy cannot be overstated. Back-links are a huge part of the search engine algorithm. When initiating a linking campaign, it is vital that external sites link using the appropriate keywords and terms in the anchor text.

Almost always, linking candidates will use the company name as anchor text. This does not provide any type of description of the target company’s products or services. Sure, it may be great for branding purposes, but it isn’t usually needed. In most cases, companies already rank very high (if not first) for searches that incorporate their brand.

Here is an example using fictional company “Acme Plumbing Supplies”:

Most people will link simply using the terms “Acme”. This is alright, but it does not describe the company’s products or services, nor provide any context. By adding the word “plumbing” or term “plumbing supplies” (i.e. “Acme Plumbing” or “Acme Plumbing Supplies”), you may be able to drive additional traffic that may not have otherwise attained the corporate site.

Absolute Links vs. Relative Links – SEO Value

By | Advanced SEO Techniques, Business advice, SEO

The debate between absolute links and relative links continues to live on in the SEO world. The individual significance of each has been contested, but it is widely regarded that absolute links provide better SEO value on the whole than relative links.

Many believe that absolute links have less potential for getting messed up when search engines index your page. It shouldn’t really make a difference, but many conclude that this is reason enough.

Furthermore, content scrapers and RSS services may ‘repurpose’ your content legitimately (or not). In either case, shouldn’t a proper back-link be attributed to your site? This situation favours absolute links. Although this is a minor argument, it’s still worth considering.

Incorporation of Company Branding and SEO

By | Advanced SEO Techniques, Brand development, SEO

SEO is not an exact science. This becomes apparent when trying to incorporate both SEO and branding into a strategy. This process is finicky to say the least. On the one side, SEO deals with the placement of keywords and phrases. On the other side, branding deals with company loyalty and culture. Incorporating both sides dilutes the prominence of both. But eliminating one or the other may not meet all strategic and marketing goals.

Once again, it should be emphasized that SEO is a series of guidelines rather than an exact science. Having said that, the following recommendation can be used to satisfy both sides of the equation. In general, keywords and phrases (i.e. SEO) should remain the focus of any early-stage company, while the incorporation of company branding should appear later in the evolution. This is simply a general statement and should not be taken word for word.

The reasoning is pretty straightforward. At first, no-one knows the name of your company, but perhaps they are searching for your products or services. In other words, you want to target keywords and phrases that focus around your offering rather than your company. As you build loyalty and credibility, branding becomes more important. It’s at this point that you may want to incorporate corporate messaging to strengthen the relationship with customers and instill trust in your brand.

One final thought about branding: if a searcher types in the name of your company, they are likely to find your website anyways. This is due mostly to anchor text and back-links. Therefore, optimizing for the company name is rather insignificant in most cases.