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On site optimization is the process of incorporating targeted keywords into the on-page content, title tag, meta description, and URL of each page of the website so that the search engines can match the page with related search queries. While primary service\/solution\/product pages are certainly a priority, it\u2019s important to also optimize branded pages, too. These pages include pages like contact us, about us, company history, employee directory, etc.<\/p>\n
While these pages might not be driving a high volume of organic search traffic, they\u2019ll contain keywords that some people are searching for. Here are 3 reasons why it\u2019s important to take the time to optimize branded website pages with branded keywords:<\/p>\n
It\u2019s fair to say that the majority of branded searches will simply be for a company name or the company\u2019s best-known products. However, some people will search for something more specific like \u201ccontact Company X\u201d, \u201cCompany X phone number\u201d, or \u201cCompany X hours.\u201d When the contact us page or about us page are properly optimized for search, they should be the top result for these types of searches. If they aren\u2019t optimized, the company homepage is likely to show up instead. It\u2019s not a horrible result, but it\u2019s still making the searcher make a few extra clicks to get to what they\u2019re looking for.<\/p>\n
Sitelinks are the grouping of links that appear below the primary search result that include links to other important pages of the website, other than the homepage. Branded pages like contact us, about us, etc. typically show up here when a website is properly optimized. When sitelinks appear, it not only improves the user experience, it allows the website to take up more space on the search results page, essentially pushing competitors or other websites down.<\/p>\n
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\nIt\u2019s not uncommon for two or more companies to have the same name, or very similar names. Based on searcher intent, location, search history, etc. the search engines can usually figure out which company someone is actually searching for, but optimizing all branded pages of website is a way to further differentiate from other similarly named companies.<\/p>\n