TABLE OF CONTENTS Once the submission type and distribution network has been identified (i.e. the engines) the next variable is to determine the components that go into representing the company within the vast array of searchable variables. This manifests itself in the keywords and creatives (variables discussed in earlier chapters).
Keywords play an integral part of any type of strategy. For branding and awareness the keyword selection must focus on gaining the company as many listings against words that have the highest search volume. It is also important to ensure that all terms related to anything associated with the company, the products, or the services are covered with keyword selection, as this is the critical stage of any association between searcher and company.
| Keyword Type | Branded | Generic | Product |
|---|---|---|---|
| Use | Yes | Yes | Optional |
Branded terms are most important keywords to use for this strategy. Every time a searcher looks for a company a listing should show up. A debate rumbles on as to whether the purchase of a brand term is a solid investment, one that is covered later in this chapter, but for now the focus here will be on buying the phrase as a viable keyword to aid in the building of brand via search.
Generic terms are of equal importance. The reason is simply branding and awareness in relation to a product or service that might not have been directly associated with the company advertising. In other words if a leading electronics...
