Sometimes, the terms that help people discover your brand aren’t the same words your brand uses when it’s speaking in its most genuine voice. How do you resolve this tension? By developing a strategy that puts the brand—the way it speaks and behaves—first, and optimizes your SEO strategy to support it.
After this session, you’ll be able to
- Set priorities for digital copy based on your brand’s voice
- Turn your SEO strategy into a key tool for building brand value
- Balance two distinct skill sets: writing for search, and writing for brand
- Create more cohesion between the terms people search for and the way you talk about what you offer