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How Do You Promote New Brands, Product Names, And New Words

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In my UX/Conversions site audit work I sometimes get a client that chooses to use uncommon words in their content. It could be the name of a product, or the type of service they offer. This is different than promoting a company name and brand, unless the brand itself relates to something so new that nobody knows what it is.

 

For example, a website where the company is a software developer and nowhere on the site do they use the word "Software". They stick to using their product names only.

 

Another one uses terms in a common vertical that the general public and even their target customers may not have heard of.

 

Another one puts product names as category labels, for products that need to be searched by a descriptive category to locate them.

 

Is there a reason from the SEO-side that says this is a valid methodology?

 

If nobody is familiar with the terms, why are they considered top keywords?

 

How do marketers promote anything new and unheard of?

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Most advertisers are neither imaginative nor originally creative these days, rather they are brand "managers" hocking tried and true bumf from failed campaigns of yester-decade (except Pepsi - they have managed to uniquely advertising/marketing fail for 2-decades now); most online marketers these days are pseudo-SEOs whose misunderstanding and misapplication of both SEO and marketing is truly remarkable. There, me thinks I've irritated just about everyone! :)

 

If nobody is familiar with the terms, why are they considered top keywords?

Because they will rank 1 through 99 for the term, it is uniquely 'theirs'. That it drives negligible traffic doesn't matter (because even today most clients are ignorant or 'well' trained the wrong way by prior SEO contractors) against 'dominating' that query SERP!!!

Actually, having unique brand/product names is a business best practice as it differentiates yours from all others. It's the difference of being 'Kleenex' and 'facial tissue", 'Levi' and 'buycheapjeans(dot)com'. Not using the latter to leverage the first, as in your example, is, however, pure idiocy.

 

How do marketers promote anything new and unheard of?

Traditionally via advertising. The 'new' (of course it's not at all new) version being having some SM type with a huge following hype it.

So far as SEs go it means using familiar related terms to piggyback the new to V2 (aircraft take/lift off speed). And to bring in traffic until that, hopefully, occurs. Getting the new term indexed is easy, getting it queried is, usually, not. Simple yes, easy no. :)

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I was on a website the other day owned by a big media corporaration. The function of this website was to make content to capture keyword traffic. The category page looked like the top search suggestions straight out of Google Keyword Planner. Do some intitle searches in Google "intitle:best restaurants in london" and you'll see that most of the content that is on the web is much the same as one another. It might be that using weird words helps capture a bit of traffic, but the chances are that you will risk excluding readers (unless the choice of words is a strategy to pull selected readers in) rather than capture them.

 

If you are on brand you can register product names or company names as trademarks and submit that to Google so you can lower competitor QS for bidding on your keywords (but you can't stop them doing that).

 

Advertising as thelostone says is the way to go and coupled with remarketing and landing pages this can be a powerful to mitgate the financial ruin that will most likely come if you are just running PPC without it.

 

Glyn.

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