• http://twitter.com/sharithurow sharithurow

    Hey Eric-
    Great article, fellow Viking (and you must tell me that joke again, the one you told me at the pub). Do you remember the citation for that 7 impressions brand quote? I’d like to use it.

  • RyanMJones

    Three words: Corporate Legal Teams

    It’s amazing the things the lawyers will and won’t let you say on pages – for “branding” reasons. Corporate SEOs spend lots of time and countless meetings trying to change that type of thinking. Often times, style guides and branding rules prevent you from calling things what the general public calls them.

    Random example: most people say “mud flaps” – but you won’t find that term on any OEM brand site, because their official name is “splash guards.” Same thing with “used cars” – “used” isn’t allowed, it’s “certified pre-owned.”

    My guess: They’re not “diapers” they’re “pampers” because the brand manager insists that “pampers” are a different and better than ordinary run of the mill diapers, and doesn’t want his project talked about like it’s some generic brand..

  • RyanMJones

    grr. spellin gerrors. there’s a few extra random words in there, and project = product.

  • Kevin Chamberlin

    RyanM, I could
    not agree with you more Why spend $$$$ to promote your widget (that we the
    producers of said widget know it is a widget) when millions of our buyers and
    potential buyers are calling it a thingamajig, just as Eric points out. Nice
    Eric of what I have been chipping away out to so many HIPPO’s

  • http://www.brysonmeunier.com/ Bryson Meunier

    Eric, you must not have heard that there’s a Google big
    brand bias that makes it easy for large brands to rank for non-brand keywords regardless
    of whether they optimize for them. ;)

    What Ryan describes is common, but I honestly doubt that’s
    what happening here. Both Huggies and Pampers use “diapers” as the first word
    in their homepage title tag, so they’re not treating the keyword as a
    stigmatized one. They’re also ranking for hundreds of non-brand keywords
    containing “diaper” or “diapers” according to SEMRush, so it’s likely they’re
    targeting these keywords to some extent. More likely they’ve allocated most of
    their budget to broadcast media and don’t have enough time or resources to dedicate to SEO. This is a common problem with big brands as well.

    Another issue is that Google tends to rank retailers for
    these non-brand head terms, as they assume that the searcher is not brand-loyal
    and is looking for many options at this phase in the purchase cycle. Huggies is
    never going to offer Pampers on their site and vice versa, so their inventory
    is always going to be limited compared to Amazon and the Amazon-owned
    Diapers com. It’s still possible for brands to rank with brand sites if they
    target non-brand keywords, but it’s going to be more difficult for them than it
    is for someone like Amazon.

    That said, I wholeheartedly agree that brands should be
    looking beyond branded keywords and into qualified keywords across the whole
    purchase funnel. We do that with all of our clients, but I agree with you that
    there are some companies still who haven’t quite caught up.

  • http://www.facebook.com/people/Eric-Enge/565117597 Eric Enge

    Short summary – ego got in the way! Does stink when you encounter it doesn’t it?

  • http://www.facebook.com/people/Eric-Enge/565117597 Eric Enge

    Citation will be tough! It was in a marketing textbook that I used something like 30 years ago. I will see what I can find! Re: the joke, I will email you, but I need to remember which one it was first.

  • http://twitter.com/jwdlatif Jawad Latif

    Great post Eric. You have well highlighted the opportunities which are usually missed by many marketers.

  • http://www.ryanhanley.com/ Ryan Hanley


    Great article. What’s funny about this from my perspective which is small business SEO is that most of the companies I work with don’t have a brand. They only consumers who know their name are the ones that already work with them. So everything we do is off-brand keywords.

    Completely agree with all your points just funny from my perspective that this could even be a discussion. Seems like a no-brainer.



  • http://www.brickmarketing.com/ Nick Stamoulis

    I’ve run into scenarios where it’s the various product managers that won’t let go of their brand. They can be very protective of their product line and just like you mentioned they don’t want them talked about like “generic” products. You just have to keep working on them and reiterating that not everyone knows their all mighty and powerful brand! If you want to grow as a business you need to get the attention of those people that aren’t looking for you up front but rather what you offer.

  • http://profile.yahoo.com/HSKOSGOPYXU2OWPMD36SUICNHQ Waleed

    thanks more for this article

  • http://profile.yahoo.com/HSKOSGOPYXU2OWPMD36SUICNHQ Waleed

    this article is the great way to understand the seo


  • http://www.facebook.com/jrgreenfield1 Josh Greenfield

    Hi all – I guess I’m the guy that can do something about this. And I will. Give us 2 months. That said, I understand the importance of strong placement organically for a term like diapers, but in this particular category, ECommerce is incredibly huge in the diaper business and having Diapers.com, Target and ToysRUs rank – who sell a TON of diapers insn’t exactly the worst thing.