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Getting Ranked In Google For Your Company URL or Name - WHY?

Written by: Bill Ross

Article Overview: I hear it a lot from companies that they “don’t need to do SEO” because they have great rankings. But when I ask them what primary and secondary keywords and themes they are ranked on the only thing they seem to be ranked on is their company name or company URL, and some aren’t even on either of those.

Getting Ranked In Google For Your Company URL or Name - WHY?

I hear it a lot from companies that they “don’t need to do SEO” because they have great rankings. But when I ask them what primary and secondary keywords and themes they are ranked on the only thing they seem to be ranked on is their company name or company URL, and some aren’t even on either of those.

That’s all fine and great that you can be ranked on your company name or on your company URL, but all that tells me a few things; First your site is not SEO’ed completely. Second, is that you have a website but you don’t understand completely how people use the search engines to find your business. Finally, and most importantly you’re missing the opportunity to gain business for people searching for your service or product because your site is not optimized for it.

Lets first look why being ranked on your name or url could be good.

1. If your URL or company name is your exact primary keyword for the products or service you offer.

Ex) If your main product is tennis shoes and your URL is tennisshoes.com

2. If you are McDonalds or Pepsi and your company has a strong brand to where people would specifically be looking for your URL or company name.

Now don’t get me wrong being ranked on your name and URL are not bad things but that is not mean your site will perform well, increase sales, or is SEO’ed.

Primary Keyword Theme

Your main focus should be getting ranked on primary and secondary keywords that people who want your products will be typing into the search engines. Your site should have a primary keyword theme that is present in some fashion throughout the site. For example, if you offer staffing services for offices the primary keyword theme throughout the site might be something like “Office Staffing”.

Individual Page Primary and Secondary Keywords

Once you have established your primary keyword theme, which should align itself with your primary goals of your company, then their needs to be a primary and secondary keyword theme for each page. This is where you focus each page on a primary keyword and secondary keyword. For example taking office staffing as a primary keyword theme for a site you might look at having a page with “small business staffing” as your primary page keyword on a page about small business staffing, with a secondary keyword being Charlotte, NC if that is where your office is and where you can staff for companies.

Choosing Keywords

Don’t just choose random keywords that you would think people search on, you must do a keywords analysis. This keyword analysis will uncover a couple things; the first being if the keyword you want to be ranked on is actually searched for, since there is no point in trying to get ranked for something nobody is searching for. The second thing is the keyword analysis will look at the competitive overview of the keyword to let you know how much content or links you will need to get a good ranking for that keyword.

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Article Tags: company name, primary and secondary, search engines, SEO, URL



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