Many small business owners, when they first learn about search engine optimization, are tempted to ditch their brand in order to pursue a textbook search engine marketing campaign. This might be a problem. While I certainly think that SEO is important, I also believe that branding is important. The question, which is more important?
Honestly, I think branding is more important. Your SEO efforts should work toward supporting your brand, not the other way around.
Let’s suppose you wanted to open up a retail shop that sells widgets. Your retail shop, a local over-the-counter dealer, will also have a website. Do you call your retail store “The Widget Shop” because you want people to be able to find your website and you’ve heard that using your keyword in the domain name an on your web pages will help you rank higher? Or do you come up with a creative name that tells the world who you are in a branded way?
The great thing about branding is you can use keywords, but you don’t have. “The Widget Shop” could be a great brand. Or you could go with something more creative, like “Thingamajigs”. Which of those two names is more memorable?
When it comes to e-commerce, SEO is a consideration that you should give serious thought to, but only after you’ve come up with a brand name that really catches people’s attention.