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Branding Versus Search Engine Optimization
...... source code will reveal that this page is optimized for both words, "Sony" and "electronics." By optimizing for both words Sony has nabbed a lot of traffic neglected by Best Buy and perhaps even exceeds Best Buys traffic in doing this.
Another issue in branding is trademark infringement. Courts have upheld that websites using another company's branded name in its metatags is engaging in trademark infringement. For instance, a site about cats would be infringing if it put the name Best Buy in its metatags in hopes of gaining traffic from this trademarked word. Large companies have to protect themselves from others stealing traffic that is rightfully theirs. These companies cannot however protect a generic term such as "electronics" as that is fair game for all electronics companies.
So, in order to create the largest return on investment, large companies need to optimize their websites both for their own brand names and for the generic, high-traffic keywords and keyword phrases relevant to their sites. Otherwise, they are letting tons of online business just slip away.
http://www.seoresource.net
About the Author Kevin Kantola is the CEO of Search Engine Optimization Resource (seoresource.net) and has written many online and offline articles over the past 20 years.
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