Choosing a name for your business, domain and brand is often the single, most critical decision you will ever make. Today it’s very easy to asses a solid, long-lasting, and highly profitable name. Can your brand name hook the brains in your niche? Yes, we all know that it should be intuitive, suggestive, benefit based, semantically short, easy spelled, memorable, sweet sounding, scalable and search-engine-friendly, so you will have a chance to hook them on mnemonics. Now what?
Before and after the launch of Google’s Chrome browser, more and more people love to skip irrelevant search engine results and attempt to reach websites directly by:
– Guessing and typing presumable URL domains
– Typing common brand names
– Using the search phrase suggestion tools in their browser
– Using search trends and social media “hot trends” tools
– Following links on web 2.0 status updates, social and RSS feeds
Sure, over 80% of the traffic still comes from the search engines (presuming the website is search-engine-friendly and optimized) and the first 3 SERP results still get 86% of the traffic for any given phrase, but this trend will change and we do see dozens of exceptions to this rule in our web reports already.
Google’s latest search engine ranking algorithm places Heavy emphasis on Branding, an enormous weight on branded search results. The top in most of our customer’s web analytics reports start with brand names, good brand names, burned, branded and tattooed into the customer’s mind, even in the marketplace.
SEO is not simple as the Florida update anymore. We notice more then 5 changes in Google ranking algorithm every single week. Smart brand’s CEOs and SEOs should incorporate the BRAND as the highest “trustful-content” factor and there are increasingly important signals from Google CEO Eric Schmidt in his recent talk:
“Brands are the solution, not the problem, brands are how you sort out the cesspool, brands are not getting away, it must have a genetic component” he said.
If you love researching and reverse engineering (as I do) you can track the recent changes with hot phrases to see Google’s changes. In most of the cases brands have 7 to 9 of the first page search results for some of the most valuable keywords.
The trend is clear: Google is promoting brands for big money core keyphrases. Further more Google’s Chrome tracks your behavior and content interaction through Google Accounts/Friends, Google Analytics, Google AdSense, Google DoubleClick/ AdWords, Google Reader, iGoogle, Feedburner, Youtube and other Giant’s channels.
Lately I see hundreds of URLs and company names, which are even hard to spell. If a customer doesn’t agree on a name/ domain/ identity change, we reject branding or SEO services, due to poor results. It’s not necessary to start your name with a strong-sounding consonants (like the sounds of “D” and “T” in DECART), or set a song-singing rhyme in a combination of suggestive words like in “BrandBuild”, but it helps to emphasis, remember, get huge market and web authority.
The web is a vast wilderness in which your brand message can run in obscurity, so don’t work IN your business every day, work ON your brand equity and awareness and we will see us each other on the top.