SEO & Brand

SEO can make a huge difference to the amount of traffic that your website receives.

As well as the basic ways of optimising your website for SEO purposes, eg. with keywords and an effective page description, there are several other ways that your website can receive better results in the ranking of Search Engines.

Phraseology

Brands and companies can use phrases which are commonly associated with them in order to increase their online visibility.  Common examples are Nike's "Just Do It" and Avis' "We Try Harder."  When these phrases are typed in a search engine you will find that Nike and Avis are top of the results.

Tone of Voice

The tone of voice applied to a website can also dramatically effect the usability experience of a website.  For example, some websites will be more suited to a friendly/casual tone of voice, eg. Flickr, whereas most corporate businesses will adopt a much more formal tone.

Persona

Some companies add personality to their brand using a form of persona.  There are various ways of doing this, including a Virtual Assistant, or companies commonly associate a well-known character or person with a brand.  For example, Churchill car insurance is often associated with the Bulldog, due to its successful television advertising campaigns.