Writing for the web

Website Copywriting for Small Businesses and Charities: Brand v SEO

Posted: Tuesday 19 Jan 2016. Category: On-page SEO

We all know that a strong, recognisable brand name is important. But what many people don’t know is that an unrecognisable brand name which is unsupported by a location, service or product keyword has virtually no SEO value whatsoever.

It simply comes down to this – if people haven’t heard of you, they can't actually search for you.

So where should you use brand names in your website copy?

Here are the simple rules …

H1s

Your H1’s or main headings have a high SEO value and should be used wisely. Every word should be carefully weighed for both reader impact and SEO value. Valuable SEO space will be wasted if you insert your brand name in this important webpage component without supporting service, product or location references. 

H2s - 6s

Your H2s - H6s (subheadings) have far less SEO value than your H1s. If it looks right and reads well, you can use them for brand name insertions.

Banners

Your banner is a low-value SEO page component. This area at the top of each page has high visibility and room for logos, photo’s and stylised branding. Your banner is the ideal webpage component for brand name placement.

Teasers

Teasers are usually located at either the bottom of your homepage or run down the right-hand side of it. A teaser is simply what it implies – a small amount of copy highlighting what else is available on your website. Teaser copy is generally placed under a strong image, and is a good place to insert brand names.

Body copy

Your body copy should contain your core message. This needs to be crisp, persuasive and easy to read. You want your readers to be able to glide over your homepage copy without having to work to understand it. This is an area for complete clarity and conciseness not brand name insertions. 

Meta descriptions

A meta description is the body of text located beneath website URL addresses on search engine result pages. Its function is to briefly describe webpages/businesses. The meta description has a low SEO value but high visibility, making it a good location to insert a brand name. The catch is that you only have 155 characters to do it with – be careful not to compromise your webpage description by using up too many characters with your brand name.

Title tags

Title tag text is displayed in the browser tab at the top of a webpage. Its job is to describe the webpage beneath it. Title tags have high SEO value and visible character limits. Long brand names will take up valuable characters that have significant SEO value. An abbreviation is a good compromise if you really want your brand name in your title tags.

Remember, being found on the major search engines should always be the first priority of any small business or charity – not boosting brand name recognition.

I hope this has been some help to you.

If you would like more information regarding website copywriting, please contact me at info@darrenlugg.co.uk

Posted by DL


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