This Branding Mistake is Easy to Overlook on Google

The value of being at the top of a Google search is no secret. I can’t name a single client who hasn’t asked me how to improve their Google ranking or how to hold onto the top spot.

Search Engine Optimization (SEO) are the unpaid actions we take to ensure that our company’s page ranks at the top of a Google search or close to it. Search Engine Marketing (SEM) are the paid actions we take to ensure the top spot. When marketers think of both of these functions, keywords are likely one of the first things that come to mind.

In the world of SEO and SEM there are three types of keywords:  Long tail, short tail, and branded. Short tail words are no more than one to two words that describe broad topics and concepts. A short tail keyword for me would be, “marketing” or “digital marketing.” Long tail words are phrases including three to five words or more. Long tail words usually get more specific in terms of location and demographics, like “Northern California Marketing Consultant.” Finally, branded words use the actual brand of the company. For me, that’s “Marketing Simplified.”

Most marketers are tuned into the fact that they need a healthy mix of short tailed and long tailed keywords, but I am consistently surprised by the amount of companies who forget to Google their own brands. For example, the picture above shows the top two results that I get when I Google “AG Jeans.” If you look closely, you’ll notice that the first website isn’t AG Jeans’ website, but rather, a third party seller.

Now, AG Jeans may be aware of this and not care. Maybe they get plenty of business to their website as-is… or maybe they benefit more from third party sellers being first anyway because it boosts their wholesale business. What I worry about then I see this, though, is that someone else has purchased AG Jeans’ branded keywords without them noticing. I can’t tell you how many times I see this happen… and it’s perfectly legal and allowed in the Wild Wild West that we call the internet.

In my own company, I set a calendar reminder once a month to give my own brand a check up and I recommend that you do the same. If you do notice that another company has purchased your branded words (i.e. you don’t show up in the top spot when you Google your specific brand), don’t worry. There’s an easy fix. Simply purchase your own branded words. That, in addition to your page rank (the natural bonus points Google gives you for being who you say you are) will likely get you back to the top spot of branded searches, despite the fact that someone else is also competing for your branded words.

There is so much to keep track of on the digital marketing side these days, that it’s easy to forget the stuff that’s arguably “right under our noses.” When it comes to Google keywords, always remember, you own brand could be the most important keyword you buy.