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Another issue in branding is trademark infringement. Courts have upheld that websites using another company's branded name in its metatags is engaging in trademark infringement. For instance, a site about cats would be infringing if it put name Best Buy in its metatags in hopes of gaining traffic from this trademarked word. Large companies have to protect themselves from others stealing traffic that is rightfully theirs. These companies cannot however protect a generic term such as "electronics" as that is fair game for all electronics companies.
So, in order to create largest return on investment, large companies need to optimize their websites both for their own brand names and for generic, high-traffic keywords and keyword phrases relevant to their sites. Otherwise, they are letting tons of online business just slip away. http://www.seoresource.net
Kevin Kantola is the CEO of Search Engine Optimization Resource (seoresource.net) and has written many online and offline articles over the past 20 years.