Can a competitor use your brand name in SEO?
Search engine optimization (SEO) is the process of using keywords in your content that will direct organic web traffic to your site. If you run a musical instrument distribution company, for example, you want to rank first whenever someone searches for places to buy a new guitar or a new piano. Companies spend an incredible amount of time, energy and capital determining what keywords are going to get the highest ranking, what keywords see the most daily searches and how they can direct their audience to their website. The goal is always to rank at the top of the first page of the Google search results, and achieving that ranking is a process that can take time and dedication.
If you’ve been working hard on SEO at your business, then, you may be frustrated to find that one of your competitors has started using your brand name in their own search engine optimization practices. They know that your business is successful, they offer similar products or services, and so they want people who are searching for your company to end up on their site. Are they allowed to do this?
Are they manipulating consumers?
This is a tricky situation. To some degree, advertisers can use competitor brand names without violating the law – or Google’s own regulations. Many companies do this, knowing that those brand names are common search terms. A consumer may only be familiar with a handful of shoe brands, for instance, but a local shoe company wants their attention while building up name recognition.
As long as the company is honest and transparent while doing this, it may be permitted. They may simply be pointing out the similarities between products or claiming that “If you like this brand, you will love our products, too!”
When it becomes a problem is if the other company is being manipulative. Perhaps they are using your brand name in SEO deceptively, trying to pretend that they are your company. This could cause consumers to buy from the competition when they fully intended to buy from you – costing you sales and harming your brand. If there is consumer confusion, manipulation, or deception, then these SEO tactics are prohibited.
Does it work?
Even using brand names transparently is not always successful. Some consumers may just feel frustrated or tricked, even if that wasn’t the intention. Pages optimized for a competitor’s brand name may have a higher bounce rate as a result.
But this does demonstrate the complexities of search engine optimization in the modern era, and it’s important for you to know exactly what options you have. If you’d like to learn more, just get in touch with us at Content Customs.