Should we be aiming to rank for our company name or for what we do?

Focus on ranking for what your company does rather than just your company name. Potential customers often search for services or products, not specific companies. By optimising for what you do, you increase the chances of reaching a broader audience actively seeking your offerings.

Why This Question Matters

Picture this: you’re a B2B software company. You’ve got a catchy name, but how many people actually know it? Not many, unless you’re Microsoft or Google. Most people search for solutions, not names. They type “project management software” into Google, not “CoolCompany Inc.”. If you’re only optimising for your company name, you’re missing out on a massive chunk of potential traffic.

In the digital marketing world, ranking for what you do is about capturing intent. When someone searches for a service you offer, they’re primed and ready to engage. This is your chance to step in and say, “Hey, we’ve got what you need.” Focusing solely on your company name? That’s like setting up a shop in the middle of nowhere and hoping people stumble upon it.

Steps to Get Your SEO Priorities Right

So, how do you go about ranking for what you do? Here’s a quick guide:

• Keyword Research: Start with solid keyword research. Identify terms that potential customers use when searching for your services. Tools like SEMrush or Ahrefs can be handy.

• Content Creation: Develop content that addresses these keywords. Blog posts, service pages, and FAQs can all be optimised to target these search terms.

• On-Page Optimisation: Make sure your meta tags, headings, and URLs reflect the keywords you’re targeting. This helps search engines understand what your pages are about.

• Backlink Building: Gain quality backlinks from reputable sites in your industry. This boosts your site’s authority and helps you rank higher for targeted keywords.

• Monitor and Adjust: SEO isn’t a one-and-done deal. Regularly check your rankings and adjust your strategy as needed.

By following these steps, you’ll be setting yourself up to capture more organic traffic from people actively looking for what you offer. Remember, being visible in search results for your services is key to driving new business.

Let’s Be Real

Here’s the thing. If someone already knows your company name, they’re halfway there. They’ll find you. The trick is to grab those who don’t know you yet. Those searching for solutions. That’s where the real opportunity lies.

Being a search engine optimisation expert means understanding this balance. Yes, you want your company name to pop up when searched. But more importantly, you want to be the answer to someone’s problem. That’s where the magic happens.