Should I use our brand when choosing keywords/making lists?

[CKinsley]

I have recently joined an accounting firm and am in charge of SEO as we revamp the website. As this is the first time I've done SEO for this type of site, my question is: Should the keywords I choose include our Brand (name of the company) in the keyword. For example, I'm not trying to rank #1 for "Careers" but I do want to rank #1 for " <ourbrand>Careers". So, should I include the brand when doing my research, making lists, etc.?</ourbrand>

If the question doesn't make sense, please ask for clarification.

[Seenlyst]

Hello there,

I think it depends on what kind of searchers you're looking for, is there anyone search for " <your brand="">careers" and if there are no people searching for terms like that there's no point to rank for it. Plus I think if your site is set up properly you should be easily ranking for your brand without much efforts, unless your brand are made up from some general keywords.</your>

Hope this helps,

Joseph Yap

[CKinsley]

Thanks Joseph. I think that answers my question. I'm just starting the process and might have been thinking it through too much. ha. I was just starting to create a MOZ keyword lists, wrote down "careers" and realized that I would never rank for that, nor did I need to. While I understand SEO principles, I'm still getting my head around putting the details into practice. Thanks for your response.

[Nigel_Carr]

Hi CK

I think it depends on how big the brand is. There is a big difference between say, KPMG and Mr & Mrs Smith down the road. If it's a big brand that people know about then I would use Accountancy Positions - KPMG orCareers in Accountancy - KPMG or Accounting Jobs - KPMG (some keyword research will be needed to here to establish the most searched for terms) .

If it's a smaller company or local company I would probably name the page "Careers In Accountancy | Open Jobs & Positions | OurBrand' - so keeping the primary keyword as 'Careers in Accountancy' followed by a secondary of a couple of semantics, followed by the brand.

If you are a local business then I would add the location in there as it could be quite important if the distance is a consideration. So maybe: Accountancy Careers | Jobs & Positions | OurBrand - Location' Then support that with a strong Description and the on-page H1 should echo the primary keyword or close semantic and the on-page content which enhances that. Don't forget a nice little image with the primary KW in the alt tag and you're all good to go.

Regards Nigel

[CKinsley]

Thanks, Nigel

That helped a lot. We're pretty large for an accounting firm, around 600 employees, and work nationally, but are not a household name by any means. You've given me some good ideas and I appreciate your time.

[Nigel_Carr]

Pleasure

[Seenlyst]

Glad it helped