A Web site’s keyword strategy is an important part of the organization’s overall branding strategy. Most companies work extremely hard to articulate their branding strategy and their position within their marketplace and carefully extend that work throughout their marketing collateral and Web site content.

However, the portion of a Web site seen by web users is only half the site. Although the site’s look and feel and content are an extremely important extension of the organization’s branding strategy, properly addressing the invisible portion—or programming of the site’s meta data—is just as critical. The site’s meta data holds all the information that search engines such as Google, Yahoo, and now Bing need to crawl and rank the site. The branding strategy should be just as prevalent here as it is in site’s visible information.

Determine keywords based on branding strategy. It is critical to use words that are searched by users and    accurately represent the brand. Keywords that are programmed into the site’s meta data; including page titles, URLs, and page descriptions, as well as in the site’s content will all aid search engines in locating and displaying the site. Programming the site’s meta data to be harmonious with its design and content will not only make the site more search engine friendly, it will ensure the branding strategy is powerfully articulated on each and every page.

Today, an organization’s first impression on a potential customer is most often through its Web site. It is not uncommon for consumers to research products and services before picking up the phone or traveling to a store. Sound branding strategy will increase visibility, credibility, and profitability. If a company’s Web site does not accurately reflect its branding strategy both in the visible portion as well as the meta data, chances are the site will not be found. Potential customers will never see the value you offer.