Brand keyword is on every page

[ChristopherGlaeser]

Suppose a website is devoted to a selling a modest number of products that are sold under one brand name. For example, the site might have product pages for Chevy Camaro, Chevy Suburban, and Chevy Volt, and many other pages related to Chevy.  Chevy is in the domain name and on virtually every page.  Competitors are also selling Chevy's and you want to rank well on the keyword "Chevy".

One SEO rule is limit a keyword to one optimized page, and if it appears on other pages, minimize the use of the keyword on other pages, and pass links to the optimized page.  However, it can be really challenging to write prose without using the brand name, particularly if the brand name is of the form "brand training method" or "brand learning center".  The other pages can't say "training method" or "learning center".  They need to say "brand training method", etc.

What are the tactics to rank for a brand name when it appears on virtually every page?

Best,
Christopher

[SparkplugDigital]

Hi Christopher,

It is perfectly fine to use the keyword Chevy on multiple pages because it is creating variations of the keyword phrase. For example if your home page focuses on the keyword phrase "Miami Chevy" and you also have a page that focuses on  "Miami Chevy Learning Center", that would count as different keyword phrases. Google will serve a different set of results if you type in "Miami Chevy" or "Miami Chevy Learning Center" so you will not be cannibalizing your search traffic significantly by using these different variations.

SEOMoz uses "SEO Software" on their homepage and "SEO Tools" on a different page. It is a best practice to focus on different variations of your top keyword phrases on different pages, but it is usually a bad idea to have two pages that both focus on the exact same phrase like "Miami Chevy Learning Center".