You've no doubt optimized your site and marketing materials for top keywords, but have you thought about the influence they can wield in less traditional ways?

Consistently optimized messaging across all of your company content—from its name and description to your employees' titles to your site content—helps create an image in customers' minds that establishes your identity, argues Jeffrey L. Cohen at the Social Media B2B blog.

Cohen offers these tips for unorthodox but effective keyword placement:

Make your company's description a corporate mantra. Encourage your employees to describe their company with the same keywords and phrases online and offline—whether for social media profiles, during speaking engagements at events, or in casual conversations with friends and colleagues. "Customers and prospects will start to search for those specific terms and find your company," he explains.

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