Branding and Keywords Strategy
Branding is the most important aspects of differentiating your business from the competition. The brand name needs to be the prominent keyword located within your homepage but you should also pay close attention to a range of other keywords which work together with your brand name to produce a cohesive marketing strategy.
Homepage SEO
The homepage of your website is the prominent place in the website that needs to focus on your brand name. Other keywords are not particularly required within the homepage as other dedicated pages will already be focusing on these keywords and back linking to the homepage.
The major task of the homepage is to get ranked for your brand name, which ensures that your website rises above other generic websites that offer the same services. By strengthening your brand name, you can try to ensure search results on the generic keywords that describe your services become more specific to your business.
Domains
Within your website, you will be including many keywords and variations of keyword combinations to describe the range of services or products that you offer. By using a keyword domain, you may be restricting your services to this single keyword making it difficult for your business to change or expand into the future.
A keyword domain also offers further problems with exclusivity of that keyword. Since there are an expanding range of TLDs now available for each keyword, it would become very costly and difficult attempting to purchase and own all of those keyword domains. Relying on a single generic keyword for traffic means that you will always be one of a number of businesses trying to get results for that single key phrase.
Keywords
Each page of content that you write for your website needs to be part of an overall keyword strategy. By grouping keywords and focusing on a specific keyword groups within your content, you will be able to keep the content relevant and enables the content to work together to make an impact for search related to the information.
Your range of keywords should be broad and include some less popular and more specific keywords to your business. All keywords must relate to your product and business to be useful so it can help to create a list of keywords to keep your content focused and not go off topic too far.
Once you have your list of 100 or so keywords, you will need to establish a hierarchy which can be described as the Head and Tail. The head contains the keywords that get the most search traffic but are also the most competitive amongst rival businesses. The Tail includes less mainstream keywords but offer an easier way into your website from search as you will not be competing so heavily for them.
Your Head keywords will be included throughout your site structure establishing a base for the Tail keywords to become integrated within. The process resembles a pyramid shape with your brand name at the point, your Head keywords below that and your many Tail keywords at the base.