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Drive Website Traffic Without Blurring Your Brand

Lynn Parker

Branding is all about differentiation--standing out in the customer's brain by being different than the competition. Search engine optimization is all about keywords, which identify what's already in a customer's brain about your category. So if your brand is expressed only in ways that make your difference clear, people aren't likely to find you through their initial keyword search.

So what's a savvy marketer supposed to do when driving prospects to your website has become job one? Does building your unique brand promise get pushed to job two?

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