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Match Website Strategy to Keywords
Two types of customers visit your site-- brand-searchers and category-searchers. Red Door Interactive's president explains how to greet and sell to each.
iMedia Connection
Reid Carr
One of the great benefits of a brand is that it stands for something. It has a meaning beyond the name itself and the people who connect with the brand could communicate attributes about the brand to others. In essence, they may describe a brand much like they would a person or thing using words that would be considered keywords one could use in performing a search.
One of the most common referring key phrases to a company's or product's site is often its brand name. However, for new customer acquisition, you'd like to also see broader key phrases that are more like category definitions also appear in the top referring key phrases to your site.
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