Persons belonging to the brand based marketing background are found to have trouble with â€SEOâ€. Being into brand management, you need to keep all customers informed about every offline and online promotional activities that you endeavor. Above line ads, showrooms, literature and brand environments, everything has to be â€on messageâ€, also adhere to the personality of the brand and tone of voice. A SEO company tells the brand owner that there is no visibility at all for the keyword A and the brand owner will mostly say that they do not need visibility for the keyword A. Looking from the brand owner’s perspective, it is kind of true. However, little do they care about what the potential buyer types in as a keyword at the search engines while they are looking for products. Chances are that these potential purchasers are typing in the keyword A itself. Moreover, if your brand statements or the straplines do not contain the keyword A then, you are probably missing on a hundred customers! Being just a brand manager understanding the Search Engine Result Page can prove difficult to grasp. Thus, seeking help from SEO companies is considered as the best choice. Brand integrity and consistent messaging remains the main job of brand-centric company’s brand managers and SEO seems to be running directly to counter it. Keywords like â€discounted priceâ€, â€cheapâ€, â€lowâ€, or â€best price†will only disrupt the work you have done till now, instead of maintaining the premium brand profile. Addition of such words shows that your company solely replies on â€priceâ€. However, counter intuitive reality of the online search is †it is completely visitor driven. Brand owner is just excluding or removing himself from the initial conversation with the customers by not considering addition of right type of keywords. As you are not able to hear anything from the customers, you are never going to know about their needs. Thus, you are losing the opportunity of fulfilling the needs. Brand marketer obviously does not own the search result page and it is the marketer’s choice whether to engage in initial conversation or not. Searcher alone defines initial search completely. From here, the search algorithms are going to find best match for expressed needs. As the customer feeds in keyword as per the need, he / she transfer the control to search engine. Then, the algorithms will give a search page full of all relevant matches to the visitor to choose from. Visitor will then scans the search result page to pick up the one that meets the need perfectly or the one that appeases the visitor’s taste. If the visitor finds exactly what he is looking for then great or else the visitor is going to leave the website without buying anything. This is only going to happen in visitor’s head, yet another place brand owner has no control. All you can do is mention the brand and establish the brand values to reinforce what could be searcher’s overall positive impression achieved through online channels as well as offline channels. Once the visitor has gained self-defined Search Engine Result Page and onto your website, the brand marketer has gained messaging control, but this remains to be presented with prospect’s original need understanding. The search activity is the only ownership of searcher and mostly will always remain.
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