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.

Many organizations fail to designate a url that aligns with their name or the promise of their brand. Yes, there is only one World Wide Web and there are thousands of businesses with similar names, but it is imperative to relate the url—the address used to locate a specific resource on the Internet or online identifier—to the company’s name or core services.

Adhering to best practices not only helps identify an organization online, it also helps search engines such as Google locate a site. Effective urls:

Are simple
A good url is a simple url. There is an inverse relationship between length and strength—especially on the Internet. A simpler url will be more memorable for users returning to a site or those who have seen an advertisement highlighting the url.

Abstain from abbreviations
Unless an organization markets by abbreviation, they make for confusing urls. For example, a user seeking Mullen Cleaning Company may have a hard time locating its url of www.mcc.com.

Utilize a name
A company’s name is their most valuable asset. It is the face of the brand. An organization’s name is an ideal url. Coupling it with a core service or benefit can make it stronger.

Target a geographic region
As there are more similar named organizations than there are urls, attach a geographic region before or after the organization’s name. This works especially well for companies that market to a specific region.

Embrace proper spelling
When users are searching for something on the Web, much of the time they are in a rush. Having a clever spelling for a url will help the competition. Spell it right for the user’s sake.

Consider this—.com is not the only option. As Internet use becomes more pervasive, several alternatives to .com have been developed. Though .com is the most universal, there is also .biz, .net, .us, as well as .edu, and .org (if applicable). Using an alternate suffix may help an organization designate a more effective url. Though the suffix has no effect on search engines, bear in mind that it may cause confusion with users familiar only with .com.

An online presence is an important aspect of every brand. A strongly branded Web site and an appropriate url will increase visibility, credibility, and profitability.