5 Steps for Optimizing Brand-Centric Pages

I know this may sound odd coming from a classically training search engine optimizer, but not every single page on your website needs to have a non-branded keyword focus. I’m not just talking about the Privacy Policy and Terms of Use pages. I mean you don’t have to attempt to squeeze out a primary keyword phrase for every single one of your pages…especially when it comes to brand-centric pages.

Brand-centric pages are pages within a website that are primarily created to communicate a brand message or information. This message can be details such as:

–        A new brand slogan

–        A new brand promotion

–        A company press release

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–        About Us details

–        Company history information

The fact that these pages are brand-centric typically means they’re already naturally optimized for the brand-centric detail. Often the content on these pages clearly communicates the brand name and related message. However, this doesn’t mean you don’t have to do anything to do these pages. You still need to do your due diligence to check brand-centric pages against fundamental SEO best practices and leverage the value they may have.

If you’re faced with analyzing and optimizing brand-centric pages, here are some steps you should follow:

1)     Do a QUICK Keyword Check

Although I mentioned that you don’t have to worry about identifying a keyword focus, it still makes sense to at least check the Google Adwords Keyword Tool or your own analytics to see if people are already searching for the brand-specific message/information/detail and using a very specific term. It doesn’t hurt to check.

2)     Establish a Topical Focus/Message

Although you may not find a definitive keyword phrase to target, your brand-centric page will have a definitive topic or message. This will become your “keyword phrase target.” Although not something you necessarily want to “target” from the traditional sense, you still want to establish it so you can use it in important SEO elements such as the Title tag, header tags, etc. The best way to figure out the “keyword phrase target” is to break down the brand message into its “who, what, where, when and why” elements. Many times, this will at least help you formulate a targeted Title tag for the page.

3)     Apply Standard SEO Best Practices

Regardless of the brand message, keyword/topic focus or the content on the page, you still need to ensure each page can be crawled, analyzed and indexed properly by the search engines. That requires you to check all brand-centric pages against standard SEO best practices. This includes verifying that the pages have the following:

  • Unique Title tag
  • Unique Meta Data
  • Unique H1 tag (and other necessary headers)
  • Unique and crawlable text
  • Image optimization items (if images present)
    • Alt text
    • Focused Filename
  • Video optimization items (if video present)
    • Video summary
  • Internal link(s) point to the page

These are the fundamentals you should analyze all pages against within the website, regardless of it it’s evergreen content, brand-centric information or a blog post.

4)     Establish Internal Cross-functional Value

Although the page you’re analyzing may be brand-centric, the page can be referenced on other pages that may be less brand-centric to drive home the value of the brand.

For example, if you’re targeting custom kitchen cabinets in Los Angeles, you may want to link to your History page from your custom kitchen cabinets in Los Angeles page to help create an emotional tie to the brand and prove you have a long history of making custom kitchen cabinets in the Los Angeles area.

The same can be done on the brand-centric page. There may be opportunities to promote  product, service, POV, blog article or other less brand-centric pages. This is a great way to drive people into your conversion funnel or at least bring more attention and value to other pages within your website.

5)     Promote!

Brand-centric pages often have a more promotable message. They typically communicate something new, exciting or different about the brand and are easier to promote. Although they may not be targeting valuable non-brand terms that drive organic traffic to the site, they can help build better brand awareness and benefit the site as a whole. Also, if you did a thorough job of identifying internal cross-functional value, you’ll still be providing a path to those money pages. So, promote!

As you can see, although brand-centric pages may not directly help with targeting non-brand terms, there’s still a lot of optimizing to do and value to be established with these pages. So don’t ignore those About Us or History pages. They can provide more SEO value than you may expect.

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