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Recently, Google rolled out a notable new update  that’s already showing up across countless Business Profiles : anonymous reviews. If you’ve spotted a sudden wave of mystery reviewers in your feed, you’re not imagining it.  There’s no need to panic! But there is a need to pivot. In a world where people ask questions like “best physiotherapist near me” and expect Google—or their AI model of choice —to hand them a confident answer, you can’t afford muddy trust signals. Why Google Is Moving Toward Anonymous Reviews Google is giving people more control over the information that shows  on their reviews. That means more customers can choose to hide their names or profile details when they leave feedback, which is why you may suddenly see “Anonymous” popping up more often. The reviews themselves stay exactly where they are. Only the display name changes. They’re trying to reduce fake and incentivized reviews, and part of that effort is giving real customers a lower-friction way to share honest feedback without putting their personal details out there. When people feel more comfortable leaving reviews, Google gets a more reliable pool of customer sentiment to work with . So yes, your reviews are still there. The names simply may not be. What Anonymous Reviews Mean for Your Local SEO Here’s the good news: your rankings  won’t tank because someone’s name disappeared. Google still counts the review toward your total, still reads the content, and still uses the sentiment to understand what you offer. But it could potentially impact the trust equation. A five-star review from “Anonymous” doesn’t land the same way as a five-star review from “Samantha P. from Burlington .” That name, even when shortened or generic, gives readers a tiny signal that a real person had a real experience. When that disappears, the review becomes a little less persuasive. It still helps you, but it doesn’t help as much. This shows up most in industries where people feel vulnerable or unsure. Psychologists, dentists, mortgage brokers—any service that feels personal or high stakes. Many customers already review under nicknames or initials, and now Google lets them hide their names entirely. Expect to see more anonymous or semi-anonymous reviews in the very industries where trust matters most, simply because people want privacy without losing the chance to help someone else make a confident choice. It also matters when someone is comparing you directly with a competitor. Two businesses, both with 4.7 stars. One with detailed reviews from named profiles, the other full of anonymous blurbs. The undecided customer doesn’t need to think hard about which one feels more trustworthy. And while generative search engines  don’t care about reviewer names at all, they do  care about clarity. AI doesn’t understand “Great, thanks!” It understands reviews with specific detail and natural phrasing. How to Get More Helpful Reviews When Names Disappear As more people opt for anonymity, the details in their reviews matter even more. And the best way to get those details is to ask . The Ben Franklin Effect  is your friend. Humans are wired to feel warmer toward someone after doing them a favour, so when you ask a customer to leave a review—a real, helpful one with a few specifics—you’re not imposing. You’re giving them a small, satisfying way to help, and most people are surprisingly happy to say yes. How you ask makes all the difference. Ask right after you’ve wrapped something up for them, while the experience is still fresh. Keep the request short, warm, and in your voice . You want it to feel human , like a friend asking another friend for an unimposing favour. Your best move is to ask for feedback that actually says something: what they booked, what you solved, and how the visit felt. Some customers will use a nickname or go anonymous, and that’s perfectly fine. What matters most is the story they tell. A clear, specific review helps the next person feel confident choosing you, and that’s the whole point. A Quick Note on GBP Post Scheduling While anonymous reviews are the big story, Google also rolled out a smaller update that’s worth your attention: you can now schedule Google Business Profile posts and publish the same update across multiple locations. Instead of posting every week, you can plan a few updates at once and let them roll out on their own. Holiday hours, seasonal promos, last-minute changes, new products… all of these give customers timely reasons to choose you, and scheduling keeps that rhythm going. Reminder: your business’ content shouldn’t all live in one place. Wherever your audience is, you want to be there too. Check out LinkedIn Articles vs. Blogging: The Ultimate SEO Smackdown   for the full scoop. These small tools add up. Consistent posts help balance out the uncertainty created by anonymous reviews and show customers you’re active, open, and paying attention. Build Trust Beyond Reviews with The Brand Brew ® With anonymous reviews making things feel a little less predictable on Google, your owned assets become even more important. A clear, modern, conversion-ready website gives customers the confidence that anonymous reviews sometimes can’t. It tells your story in your words, with no mystery profiles required.  If your site needs a refresh, explore The Brand Brew ®’s Website Design service  and see how a stronger digital foundation can support every part of your local SEO. Book a call ,  and let’s build a website that buyers can trust, no matter the name on the review.

Search has changed the way businesses get found. Once upon a time, ranking on Google meant visibility, clicks, and conversions. Now, AI tools and chatbots feed people the answers they’re looking for, without ever setting eyes on your website. That shift has created two new kinds of visibility every brand needs to master: Answer Engine Optimization (AEO) and Generative Engine Optimization  (GEO). AEO helps your business be the answer.  GEO helps it become the trusted source . Together, they decide whether your brand shows up when AI systems explain, summarize, or recommend anything in your industry. If SEO  was about getting your brand into the newsroom, AEO and GEO decide whether you make the headline or get cut from the paper altogether.  SEO and AEO, and GEO. Oh My! Search has been reinventing itself for years. First came SEO, a race to be ‘above the fold’  on the search engine results page. Then, AEO rewarded content that answered questions directly. Now, GEO helps AI engines like ChatGPT  decide which sources to trust. People no longer type “psychologist Spokane” and scroll through ten pages of results. Instead, they ask, “What’s the best place for psychological evaluations in Spokane?” and expect a single confident answer. SEO gets you listed. AEO gets you quoted. GEO gets you cited when AI sums it all up. What Does AEO Do? AEO is the art of being the first to answer and the easiest to understand. It’s built for voice search, featured snippets , and those “people also ask” sections that now dominate Google. Good AEO writing is polite, direct, and helpful—the digital version of a server who knows your order before you speak. It anticipates what users want and delivers it in seconds.  And like any good service, it runs on small gestures done right. Here are some tips to master the AEO game: Write in a question-and-answer format. Use headings that sound like real people, not keyword strings. Keep paragraphs short, include FAQ schema , and avoid filler. The faster you deliver clear information, the better your odds of being chosen. AEO makes you quotable. It’s your soundbite moment—the neat little sentence that says, “I’ve got this one.” What Does GEO Add? If AEO is your soundbite, GEO is your feature story. It takes everything AEO stands for and expands it into something AI systems can weave into longer, richer responses. Don’t forget that generative engines don’t just lift answers, they remix them. They combine tone and context from many sources. GEO helps your brand become one of those sources. To fine-tune your GEO strategy, make sure  you’re writing with depth and consistency. Cover the full picture , cite data, and show expertise. Use language that links your brand with its niche. Think of it this way: you’re not feeding an algorithm, you’re training a very curious intern that runs on electricity. GEO rewards brands that sound like they know what they’re talking about and have the authority to back it up . How Do They Work Together? AEO and GEO are not rivals. They’re teammates! AEO delivers clarity. GEO delivers credibility. The former gets you into the conversation, and the latter keeps you there for the long haul. Imagine a potential client finding your answer through AEO, then seeing your name again when ChatGPT builds a summary through GEO. That repetition builds familiarity and trust like you wouldn’t believe. Visibility used to mean winning the click, but now it means earning the mention. The question isn’t whether people can find you, but whether AI thinks you’re worth talking about. Nowadays, that mention is worth a thousand clicks! How to Optimize for Both AEO and GEO Relax—you don’t need two separate playbooks. Remember, they’re on the same team! Just write like someone who understands how people and algorithms think . To be a little more specific: Lead with questions.   Write around the questions customers actually  ask . Speak their language. A homeowner rarely asks about “HVAC efficiency,” for example—they ask why their house is still cold after turning up the heat. The goal is to match how your audience thinks, not how your industry talks. Keep structure simple. Short paragraphs, clear subheadings, and clean markup still rule. Machines love order. Prove you belong. Add author names, credentials, and reputable references. Show experience, not fluff. Add context. Go beyond definitions. GEO loves content that teaches, not just tells. Track visibility. Watch where you appear —keep an eye on snippets, voice answers, and AI summaries. That’s your new reach metric. Think of it less like writing for search and more like joining an ongoing conversation. The goal is not to please the algorithm but to sound so clear, credible, and human  that the algorithm has no choice but to include you. Own the Future of Search with AEO and GEO Search engines and AI tools now work together like editors and reporters. The editor organizes the information, then the reporter writes the story. Your goal is to make sure your brand is quoted accurately and often. Remember: AEO helps you earn the first mention. GEO helps you stay in the final draft. Search has turned into a newsroom, and your brand’s job is to keep making headlines. To see how your business stacks up in the age of AI-written answers, you can count on The Brand Brew ®’s SEO and GEO Website Audit . And to kick your visibility strategy up a notch (or ten) and modernize your strategy, our SEO & GEO Keyword Report  has got you covered. Ready to see your name in the story instead of the sidelines? Book a call  with The Brand Brew ® and let’s make sure the next time AI talks about your industry, it’s quoting you.

Many business owners take a haphazard approach to their website performance, tossing ideas at the wall and hoping something will stick.  While this tactic sometimes works, it’s usually not the best use of your time, energy, and capital . Which begs the question: What is? These days, the answer is twofold: Search Engine Optimization (SEO) and Generative Engine Optimization (GEO).  Introducing the SEO & GEO Keyword Strategy First thing first, if you’re not familiar with search engine optimization, we’ve got you covered . It’s in the name, really: search engine optimization . To optimize your position in search engine results, it only makes sense that you would need a defined strategy, right? Especially in this digital age, with your competitors  vying just as hard for those same rankings. And while SEO helps your website climb higher in search results, GEO helps your brand get mentioned in AI-generated answers . It’s not only about ranking on Google anymore; it’s also about showing up when someone asks an AI tool for recommendations. From ChatGPT to Perplexity to Gemini  (and every AI model in between), people are getting answers straight from the source—and your brand needs to be one of them. This is where The Brand Brew’s SEO & GEO Keyword Strategy , tailored to your unique business needs, comes in.  What is an SEO & GEO Keyword Strategy, Exactly? The copywriting on your website isn’t only for interested buyers  – it's also there to appeal to search engines and AI models .  By strategically implementing carefully planned keywords throughout your copy, you communicate to search engines exactly what your business does and what sort of information your website provides. Then, when interested potential buyers type those keywords into the search engine as queries, your website will appear on the search engine results page (thanks, keywords!). The same goes for AI engines. As more users turn to artificial intelligence for answers, the savviest brands are weaving GEO keyword s into their website copy. When those same phrases appear in an AI query, your brand has a better chance of being mentioned in the response. This is why we say that copywriting, SEO and GEO go hand in hand . To determine which keywords your website should incorporate for maximum impact, it’s necessary to complete a keyword report.  The Keyword Report Based on search and competitive research, a keyword report provides you with the essential information needed to optimize your content and improve your ranking in search and AI results .  This report produces a list of suggested keywords, each with two key pieces of information: average monthly searches and competition.  The dream scenario is to have a high monthly search average (let’s say, 1,000 searches per month) with a low competition rating. You can imagine scenario A as being akin to sitting in front of a huge feast that could easily feed a stadium of people, but having the platter almost entirely to yourself. A less-than-ideal scenario, on the other hand, would be a low search volume (for instance, 10) for a highly competitive keyword. Scenario B, however, is more like if every seat in the stadium were full, and you all had to fight to get a slice out of just one single pie. The reality is usually somewhere in the middle. But with an effective SEO & GEO keyword strategy based on a reliable keyword report, you can get as close to scenario A as possible, opening up a world of possibilities for your website's visibility and search engine rankings. Modern keyword reports now take things a step further. Alongside search data, they reveal how AI platforms interpret and mention those same terms. It’s like seeing not only how many people showed up to the stadium, but also showing what they’re whispering about your brand in the bleachers. It’s insight into both the crowd size and  the conversation, across search engines and AI responses alike. Determining the Right Keywords to Target It’s important not to overdo it with the keywords (remember, we’re trying to avoid  the “throw it at the wall and see what sticks” approach). It won’t please your readers, nor will it please search engines or AI platforms. So, how do we narrow it down? As mentioned, average search volume and competition rating are important considerations when building a keyword strategy. The list doesn’t end there, however. There’s no one-size-fits-all solution here. It comes down to your goals and the intricacies of your business.  Here are some factors to consider: 1. Relevance Of course, you should only focus on keywords that are directly related to who you are and what you do.  These keywords should align with both sides of the purchasing dynamic: They should stay true to your brand, brand strategy, and brand identity and appeal to your target audience  and buyer personas . In GEO, relevance matters even more. AI models learn by association, so the clearer and more consistent your content is, the better those tools will recognize—and describe—your brand exactly as you intend. 2. Location If your business targets buyers in a particular geographic location (or multiple), your SEO & GEO keyword strategy should reflect that. This is what’s known as local SEO .   Location-based keywords can be incorporated into your website’s copy and can also have an impact as part of your metadata  (non-location-based keywords belong in metadata, too!). 3. Format Even if you have a high-volume, low-competition, completely on-brand keyword, it’s not necessarily appropriate for every website page. For instance, long-tail keywords (three to five words long) can be tricky to fit naturally into a home page. However, they can be perfectly at home in a blog post.  They’re also a great way to include the chatty, question-style phrases that AI engines can’t get enough of. Incorporating a blog into your website is an excellent way to harness the power of SEO, boost your rankings,  and keep your readers engaged. It also enhances your credibility as a brand and showcases your industry expertise.  Be aware of when a given keyword is appropriate to include and when it isn’t. Remember, we’re trying desperately to avoid that “throw it at the wall” strategy.  Elevate Your Website with an SEO & GEO Keyword Strategy You might have the best business the world has ever seen. Your website might inspire awe in all who view it. But if it’s buried deep down on the 10th page of the search results or nowhere to be seen in AI chats, it’s essentially all for naught. We're here to help you avoid that nightmare and generate the traffic your website deserves through a targeted SEO & GEO Keyword Strategy as part of The Brand Brew ®' s Website Design solution . SEO gets you found. GEO gets you featured. And when you blend the two, your business becomes discoverable in every digital conversation that matters. If you’re ready to step into the spotlight with a website that converts, book a call  with us today.  Hurry, your audience is waiting!

Some brands are able to connect with their audience so naturally that it seems almost effortless. They have a certain ‘je ne sais quoi’ that’s tricky to pinpoint. Is it their fantastic ad copy or impressive brand identity design? What is it about those brands that make us feel as though we know them as if we’re part of the same family? Those are the brands that have embraced their brand archetype. Understanding your archetype helps you create a unique brand voice that resonates with your audience meaningfully, causing that effortless, natural attraction. What Is a Brand Archetype, Exactly? There are 12 brand archetypes , each corresponding to a particular set of recognizable traits used to understand, personify, and communicate your brand to your audience. Image courtesy of The Marginalian Originally coined by Carl Jung in the early 1900s, Jung believed that humans tend to use symbolism to understand their world. He introduced the archetypal concept that age-old stories and the personalities and behaviours of certain characters heavily influence our unconscious actions and thoughts. When we get swept up in one of those stories, it resonates like nothing else. It taps into our understanding of ourselves and the world around us—ideas, values, journeys, and characters that exist across the globe as part of our collective consciousness. Whether the story is about a lover’s amorous pursuit, a hero’s epic expedition, or a caregiver’s tender healing, it aligns with certain archetypes that we instinctively understand. Think of Baby from Dirty Dancing , for example. She perfectly encapsulates the Lover archetype with her innocence, idealism, and her belief in true love. These elements of her character dictate her actions, and they’re the reason that her story pulls on the audience’s heartstrings. To understand your own brand’s archetype, it’s helpful to personify your brand and think of it as a character. Recognizing and leaning into your brand archetype allows you to instill a sense of humanity into your brand’s mission, vision, and values , effectively zeroing in on your brand’s authentic truth and magnetically attracting your prospective customers through your unique brand voice. The Benefits of Understanding Your Brand’s Archetype Whether or not you’ve encountered the concept before, we all instinctively understand these common archetypes. Have you ever seen The Breakfast Club ? Each character is distinct, representing a unique archetype. The brain represents the Sage, while the criminal is the Outlaw. The princess shows us the Lover archetype, and the jock encapsulates the Hero. These archetypal characters can be found everywhere, from theatre to literature to film. Keep your eye out, and you’ll find archetypes in all your favourite media. As a brand, you can gain a lot by adopting a particular archetype and infusing that essence into everything you do. 1. Differentiate Yourself: Knowing your brand archetype enables you to lean into that mould (in your own way, of course) and present yourself to stand out from the crowd. By understanding your brand’s personality, you can better anticipate your audience’s needs, wants, and values, which ultimately creates more persuasive branding. However, adopting an archetype doesn’t mean that you blend in - in fact, it’s the opposite! If you look around at your competition and notice that they largely represent the Explorer archetype, you don’t have to follow suit. By choosing to instead encapsulate the Magician or the Outlaw archetype, for example, you set yourself apart from the pack and leave a lasting, impactful impression on your audience. 2. Build Emotional Connections: To thrive in today’s marketing landscape, it’s not enough for brands to merely communicate what their services or products provide. Brands must develop an emotional connection with their consumers to encourage brand loyalty. Believe it or not, rationality is not the name of the game when it comes to choosing our favourite brands - 95% of us make decisions about brands subconsciously. Essentially, your affinity for certain companies over others stems from your perception of their brand. On a deeper level, it is contingent upon the archetype or the personality that the brand depicts. Notably, 86% of people are also likely to promote their favourite brands to friends and family. This is how emotional connections between brands and their audience strengthen over time and are even passed down from generation to generation. ‘’Archetypes are the heartbeat of a brand.” — From the book; The Hero and the Outlaw Let’s dive a bit deeper. When you think of a magician, what comes to mind? Likely someone you can snap their fingers and achieve the impossible, create something exceptional, and make dreams come true in the blink of an eye. Now, what if you apply those characteristics to a brand? Disney is the perfect example of a brand that exudes the Magician archetype. They’re imaginative, innovative, and passionate. They think outside the box and instill a sense of wonder in their audience through their inventiveness and charisma. In doing so, they build a strong emotional connection with that audience and win not only their affection but their loyalty. Leaning into your archetype helps forge connections and resonate powerfully, but it doesn’t mean you blend in with the competition. By adopting a brand archetype that differentiates your business from the others in your industry, you can make a powerful impression and stand out from the crowd. Does your brand make the most impact on your audience? Dive deeper into the 12 brand archetypes to discover your brand personality and infuse your own brand with a charisma that can’t be ignored.

Building a Generative Engine Optimization (GEO) strategy  is one thing. Knowing whether it’s actually working is another. With traditional SEO , success is easy to spot— watch your rankings rise , traffic climb, and conversions follow. But GEO plays by a different set of rules. There are no blue links or click counts to guide you. Instead, success happens quietly behind the scenes, when AI engines start trusting your brand enough to include it in their answers. Measuring GEO means paying attention to the subtle signals, not just the obvious stats. It’s about noticing when AI tools start to recognize your brand and reflect it accurately.  Here’s how to spot those moments and know your strategy is starting to brew results. 1. Check Your Visibility in AI Answers The first sign of GEO success is simply showing up. When someone asks ChatGPT, Perplexity, Gemini, or Copilot  about your industry, does your name make the cut? Run a few natural searches— the kind your customers would actually type —and see if your brand appears in those answers. Take note of how often you’re mentioned and how you’re described. If you start seeing your business surface across multiple engines, that’s your first quiet win. 2. Measure Attribution and Credibility Showing up is good, but being trusted enough to quote is even better. When AI tools mention your brand, check whether they name you directly or credit your site as the source. Those small signals of attribution show that engines see your content as reliable and worth repeating. Look at where that trust comes from. If your mentions trace back to independent media, directories, or reviews, your credibility is steeping nicely. If they’re drawn only from your own website, it’s time to branch out. Earn third-party mentions  through partnerships, guest features, or PR placements. GEO rewards brands that others can vouch for. 3. Monitor Accuracy and Tone Visibility means very little if the story isn’t right. Check how AI engines describe your brand—are the details accurate? Does the tone sound like you? Run occasional searches for your business, products, and key team members to catch outdated or incomplete information before it travels too far. When something feels off, fix it where it starts. Refresh your website copy , directory listings, and review profiles so everything reads the same across channels. The more consistent your story, the more confidently AI engines will share it. 4. See How You’re Positioned The strongest sign of GEO growth is when AI engines start referencing you as an example, not just an option. That shift, from being mentioned to being cited as the standard, shows that your brand has earned real authority. Hooray! Encourage that authority by publishing insights, data, or resources others can cite. When your content becomes the material AI leans on to explain an idea, you’re no longer following the conversation; you’re shaping it. 5. Connect GEO Visibility to Real Results The final measure is impact. GEO may live inside AI answers, but it still drives people to take action. Look for patterns in your analytics: more branded searches, new visitors landing on key pages, or inquiries coming from unexpected places. Those changes mean your name is circulating in new ways, carried by AI-driven discovery rather than traditional clicks. You can also track small lifts after updating structured data , refreshing FAQs, or earning new mentions. These moments show your visibility expanding beyond the screen and beginning to create real awareness in the minds of your audience. Bringing It All Together The truth is, you should know your GEO strategy is working long before a report tells you so. It shows up in small but satisfying ways—a new customer who mentions finding you through ChatGPT, a fresh mention in an AI summary, or a quiet uptick in recognition across platforms. Those are the moments when your clarity, structure, and authority start doing the heavy lifting for you. And while GEO is currently the new frontier, it still draws its strength from solid SEO foundations. A fast, well-structured site , clear metadata , and content that speaks to real people  all help AI engines understand and trust your brand.  SEO gets you discovered; GEO gets you chosen. Keep both balanced, and your brand will stay top of mind wherever discovery happens next. Steep Your GEO Strategy in Insight Strong GEO takes more than keywords and luck. It’s built through structure, trust, and a steady hand. Start by seeing how AI engines talk about your brand, then uncover what’s really brewing beneath the surface with The Brand Brew ®’s new SEO & GEO Report . It’s your inside look at how well your brand is being served up in AI search. When you’re ready to turn that insight into something richer, book a call  and let’s craft a strategy that pours your expertise straight to the top.

When you order a coffee, chances are you don’t just ask for “coffee.” You ask for a latte with oat milk, maybe a double shot, maybe extra hot. The details matter.  Generative Engine Optimization (GEO) keywords  work the same way. In the age of AI search, a strong GEO keyword mirrors how people actually speak when they turn to tools like ChatGPT or Perplexity. It’s conversational, specific, and clear—the difference between a brew customers line up for and one that goes stale. The Core Ingredients of a Strong GEO Keyword Every strong recipe starts with wholesome ingredients, and GEO keywords are no different. To rank in both traditional search  and AI overviews, you need a balanced mix of tone, clarity, and demand. Conversational Tone AI platforms have changed how people search. Instead of typing stiff phrases, users now enter questions as if they were talking to a friend. Someone in Hamilton is more likely to ask, “how much does it cost to build a house in Hamilton?” than to type “home building services Hamilton Ontario.” The closer your keywords and content  match these natural patterns, the easier it is for AI systems to pull your business into their answers. Specificity and Clarity Vague keywords get lost. “Builder Canada” could apply to thousands of companies, but “custom home builder Hamilton” points to a clear service in a defined area. Specific, entity-rich phrases help AI systems connect the dots between service and geography . The result is stronger placement in both traditional search results and AI overviews. Wording and Relevance Businesses often want to highlight technical terms, but people rarely search that way. A local homeowner might type “Hamilton home builder for additions,” not “residential structural expansion contractor Hamilton.”  Relevance comes from adopting the same language your customers already use. AI models are trained on how people talk—not how professionals label things—which makes matching customer phrasing essential. Volume and Viability Even the best GEO keywords won’t help if no one is searching for them. On the other hand, trying to compete with a national phrase that draws huge traffic is just as ineffective.  GEO keywords need a balance between demand and competitiveness. Think of it like sourcing beans for a café menu. You want something people already enjoy, but not so mass-produced that your unique flavour gets lost. Checking search volume and difficulty with SEO tools is the equivalent of taste-testing before you serve. Common GEO Keyword Spills Not every recipe is a winner. GEO keywords often fail in predictable (and preventable!) ways. A keyword can be too broad. A phrase like “dentist Canada” is so general that you’ll never stand out, and the competition is overwhelming. A keyword can also be too narrow. “Affordable emergency wisdom tooth removal clinic open Sundays in East Waterdown” is so specific that almost no one will ever type it in full. Even if it describes your service perfectly, it ends up being the forgotten flavour on the menu. Finally, a keyword can be ambiguous. A search for “dental clinic London” could refer to Ontario or the UK. Without clarity, both AI and traditional search engines may misdirect traffic . Brewing a Bold GEO Keyword Blend The best way to avoid these burnstraps is to create a framework that balances short, clear phrases with natural, conversational ones. Start by mapping your services against your geography, then layer in modifiers and questions that reflect how people search. Primary keyword: “home cleaning Hamilton” Modifier keyword: “affordable home cleaning Hamilton” Conversational or long-tail keyword: “who offers affordable deep cleaning services in Hamilton?” This mix lets you reach people at every stage of their search, from those who type quick, direct queries to those who ask AI platforms open-ended questions. Listening to your customers is key here. If they’re using certain terms in reviews or conversations, work those into your content. The strongest recipes always start with what people already enjoy. Future-Proofing Your GEO Keywords The recipe book isn’t static. AI search evolves quickly, and so should your GEO keywords . Test your terms in tools like ChatGPT or Perplexity to see how they surface. Refresh your keyword list every few months, just like you’d rotate seasonal blends on a café menu (while keeping the core staples the same). Customer reviews, local directories, and map listings also reinforce your keywords. If you want AI to serve up your brand in its answer, consistency across these touchpoints  strengthens your presence. Strong GEO keywords don’t happen by accident. Start with The Brand Brew ®’ s   SEO & GEO Keyword Strategy , and book a call  to steep your brand in a recipe that blends rankings with AI visibility. After all, showing up in search should be as smooth—and satisfying—as your morning brew.

The phrase “let me google it” could be on the way out. Because let’s face it: why bother googling when you can just ask ChatGPT? For years, search engine optimization (SEO) was the primary way to get found online. Businesses optimized their websites to rank well in Google’s results, targeting keywords  and building backlinks to increase visibility. Still getting the hang of SEO? Take a look at our blog, What the Heck is SEO, and Is It a Big Deal for My Business? But search has evolved, and discovery is no longer confined to search engine results pages (SERPs). Generative AI tools like ChatGPT, Perplexity, and Google’s Search Generative Experience (SGE)  are changing how people look for information. Instead of typing keywords in Google’s search bar, users are turning to AI chats with direct, conversational questions. Those AI tools then respond with a handful of helpful information, rather than a list of links. And thus, Generative Engine Optimization (GEO) was born. While SEO focuses on helping you show up in search results pages, GEO helps to get your business included in that conversational AI response. To stay visible in both spaces, businesses now need a dual approach. All About GEO and Why It’s a Really Big Deal Generative Engine Optimization (GEO) is all about making your business crystal clear to AI so that when someone asks a question, those search tools instantly know who you are, what you do, and why you deserve the recommendation. A traditional SEO search might look like: “home cleaner Hamilton,” producing a ranked list of websites. But an AI-driven GEO search might be: “How do I deep clean my house without wasting a whole day?” to which the AI responds with reassurance, advice, and one or two names of reputable home cleaners based on the data it trusts. The difference is significant. With GEO, there’s no scrolling through pages of results. Either your business is recommended, or it’s invisible in that interaction. With AI’s dominance only continuing to grow and traditional search engines on the decline, making sure that your website is optimized to show up in those chat results should be at the top of your priority list. GEO & SEO: The Optimization Dream Team The good news is that SEO and GEO aren’t entirely distinct; there is significant overlap. You’re not starting from scratch! They share some common principles: accurate, high-quality content , clear descriptions of services, and strong trust signals such as positive reviews and credible backlinks . Where they start to diverge is in their end goals. SEO aligns with search engine ranking algorithms , while GEO aligns with AI’s ability to recognize your business as a reliable entity and match it to specific questions. Together, they’re your visibility dream team. SEO keeps you front and center in traditional search, while GEO slips you onto the AI’s shortlist of go-to recommendations. So what does it take to convince ChatGPT (and its many counterparts) that you’re up to snuff? Complete and consistent business profiles: Fill out every detail on your Google Business Profile , LinkedIn , Bing Places Business Listing and industry directories — and keep them identical across the board. Structured data and schema markup : Give search engines and AI the cheat sheet they need with schema markup that spells out exactly what you do and who you help. Reputation signals: Stack the deck with glowing reviews, testimonials, and media mentions that tell AI you walk the walk. Clear, authoritative content : Answer the questions people actually ask. Solid service pages and FAQs make it easy for AI to pull the right facts about you. (Note: AI has self-esteem issues—AI generally doesn’t care for AI-generated content !). The SEO + GEO Workflow Think of GEO as the next layer on top of your SEO game plan—you’re not rewriting the strategy completely, you’re just sharpening what’s already working and filling in the gaps AI cares about most. First, audit your SEO foundations and make sure the basics are rock-solid: fast site speed, mobile-friendly design , targeted keywords , and quality backlinks . Without this, AI is unlikely to put you on the shortlist. Next, audit your AI readiness. Ask the AI tool of your choice (or better yet, a handful of them) the kinds of questions your customers might be asking. See if your website shows up in the responses, and check to make sure whether the way you’re described is accurate. Finally, use your findings to build a cross-functional strategy tailored for your website. Create content that humans want to read and that AI wants to recommend, tied together with clear service descriptions, structured data, and consistent language that keeps everybody happy. Be the Brand AI Recommends with The Brand Brew® Don’t get it twisted; AI-driven search hasn’t killed classic SEO. It’s just broadened the playing field. Winning now means showing up twice: once in the search results people scroll, and again in the AI-generated answers they trust.  The businesses that take action now will hold the advantage when AI becomes the average buyer’s default discovery mode, and The Brand Brew ® can help. Start with an SEO & GEO Keyword Strategy  to spot the gaps and growth opportunities in your search visibility. Book a call  to put both human and AI search power to work. Two heads are better than one—and it turns out, the same goes for optimization strategies.

Generative Engine Optimization (GEO)  is quickly shaking up what we all thought we knew about traditional SEO . Instead of optimizing for Google’s crawlers, brands are now optimizing for AI recommendation engines. But the difference is that these models don’t just find  information—they interpret, rank, and rewrite it. And each one plays by its own rules. Standing out depends on understanding how each model decides what (and who) to recommend. ChatGPT values social trust. Perplexity prizes structure. Gemini favours real-time expertise. Claude respects legacy authority. And Copilot rewards clarity. You’ve already mastered optimizing content for humans and search engines . Now it’s time to impress the newest audience in the room: AI models.  ChatGPT: The Consensus Builder ChatGPT sits at the center of the GEO ecosystem with the broadest user base and the most complex recommendation mix. Its algorithm blends five signals: authoritative lists, awards, online reviews, customer data, and social sentiment. But it isn’t a purely technical affair. ChatGPT operates like a digital word-of-mouth engine, surfacing results that sound  like what an informed human would recommend. That means it leans heavily on perception : the frequency of mentions, the tone of reviews, and the credibility of citations across trusted outlets. If Google values authority, ChatGPT values reputation. The more your name pops up in trustworthy lists or glowing reviews, the more confidently it will recommend you. In short: make your credibility visible. Publish thought leadership , appear in top-ranked directories, and keep your digital reputation clean. ChatGPT is fluent in social proof. Perplexity: The Data Minimalist Where ChatGPT interprets context, Perplexity translates structure. Its algorithm is lean—mainly authoritative lists, awards, and aggregated reviews. It loves data that’s neatly packaged , ranked, and ready to cite. Perplexity builds much of its output from structured data, which means listicles, tables, and side-by-side comparisons are its love language. Think rankings, pros-and-cons charts, and tidy summaries that spell everything out. The model isn’t looking to infer  meaning; it’s looking to present  information. Optimization here is a minimalist art. Keep your structure clean, your metadata standard , and your reviews visible. Perplexity wants precision, not personality.  Gemini: The Real-Time Hybrid Gemini is Google’s AI brain: half generative model, half live search engine. It’s the only engine that understands context and  freshness simultaneously, pulling directly from Google’s ranking signals in real time. That means optimizing for two audiences at once: Google’s search algorithm and Gemini’s reasoning engine. It wants to see topical depth, credible authorship, and strong connections between people, products, and ideas. No model enforces E-E-A-T —experience, expertise, authoritativeness, and trustworthiness—quite as seriously. To succeed here, your content can’t sit still. Keep it living and breathing with regular updates , visible timestamps, and sections that evolve with the news cycle. Back it up with solid technical structure: schema markup , FAQs, and clear entity linking  that help Gemini understand how your ideas fit into the wider web. Gemini isn’t static, and your strategy shouldn’t be either. Think of GEO as an ongoing conversation , proving that your authority is earned continuously rather than one-and-done. Claude: The Knowledge Traditionalist Claude, Anthropic’s AI assistant, used to feel like a well-read librarian sealed off from the internet. But with its new web search capability , it’s finally stepped into the present. Now it blends its structured training data with real-time information, pulling recent updates and citing live sources in conversation. But even with the upgrade, Claude’s core personality hasn’t changed. It still values accuracy, neutrality, and credibility, leaning on trustworthy outlets, long-standing references, and verified data. To optimize for Claude, think both archival and active . Maintain clean directory listings and industry profiles, but keep your content fresh with timely updates and source-backed claims. Claude remembers authority, but it now respects agility too. Copilot: The Conversational Searcher Microsoft Copilot is the quiet powerhouse woven into Windows, Edge, and the Microsoft 365 suite. Because it runs on Bing’s search index, the fundamentals of SEO  still matter, but its conversational style changes how authority shows up. Copilot looks for crisp, factual content pulled from sites that speak clearly. FAQs, how-tos, and question-style headings are its comfort zone. It wants answers that feel ready to use, not wrapped in marketing polish. Since it lives inside productivity tools, it favours guidance that helps users get things done. Optimization here is a matter of clarity and cadence. Keep your site fresh and your content authentic , strengthen Bing indexing, and write to answer real questions directly. Think “how to calculate ROI” instead of “why ROI matters.” Copilot doesn’t reward charm for its own sake. It rewards usefulness, every single time. One quick win for visibility is to claim and complete your business listing on Bing Places . It helps Bing—and by extension, Copilot—recognize your business as a trusted, verifiable source, giving you a leg up in local and branded queries. Make Every GEO Model Work for You Each GEO model now interprets authority through its own logic, and treating them all the same only waters down your reach. Build trust for ChatGPT, structure for Perplexity, freshness for Gemini, permanence for Claude, and practicality for Copilot. But don’t get it twisted—traditional SEO strategies aren’t dead. They’re just evolving. Keywords, schema, and technical health still matter because AI engines learn from the same foundations that made Google work. But now, GEO keywords  and context-rich phrasing help AI models understand intent rather than just match terms. AI search is splintering discovery into new ecosystems, each powered by its own interpretation of authority. To make sure your brand thrives across all of them, you first need to know where you stand. The Brand Brew ®’s SEO & GEO Keyword Strategy  can help you do just that. Design a strategy that keeps your brand discoverable, trustworthy, and ready for every audience—algorithmic and otherwise. Book a call  with our team, and let’s turn your website into something every GEO model wants to recommend.

Some words are built to close deals, others to open doors. And if you’re using them the same way, you’re either overselling your blog posts or watching your sales pages quietly miss the mark. Copywriting and content writing are not interchangeable. They’re cousins, sure—raised under the same marketing roof—but they’ve got different goals, different temperaments, and very different results. One is here to charm your reader into clicking “add to cart.” The other is here to make sure they trust you enough to do it. If you want a brand that sells and  sticks, you need both—but you have to put them to work where it counts. What Is Copywriting? (AKA “The Closer”) Copywriting is the spark that gets someone to click Buy Now , sign up for your list, or finally book the consult they’ve been putting off. It’s strategic, persuasive, and built for action. You’ll find copywriting in: Landing pages Ad headlines Website hero sections Product descriptions Sales emails Call-to-action buttons Great website copy  doesn’t just describe. It sells. It’s clear, emotionally charged, and intentional with every word. It guides the reader toward a decision without ever making it feel like work. It anticipates the hesitation, taps into desire, and frames your offer as the no-brainer solution they didn’t know they were looking for. And when it’s done right, it doesn’t feel like a pitch—it feels like the natural next step. What Is Content Writing? (AKA “The Nurturer”) Content writing plays the long game. It informs, engages, and builds trust—no pressure, no pitch. Just real value delivered upfront, so your brand stays top of mind long after the tab is closed. You’ll find content writing in: Blog posts Newsletters Case studies Social media captions Thought leadership articles SEO website pages This is the kind of writing that fuels your SEO strategy , builds credibility, and keeps your brand visible in all the right ways. It tells Google who you are, shows your audience why they should care, and makes your future customer think, “Hmm. These people know what they’re doing.” Someone might land on your blog while searching for a solution, stick around because it actually helps, and then circle back weeks later when it’s time to buy. That’s not luck. That’s content doing its job. It also shapes how your brand feels . A well-structured blog or thoughtful LinkedIn post  signals that you’re knowledgeable, reliable, and worth paying attention to. And when it’s time to choose between you and a competitor ? That impression can be everything. Copywriting ≠ Content Writing The confusion comes from the fact that both copy and content… well, involve writing. And great writing—no matter the format—needs a strong brand voice, strategic purpose, and reader-first clarity. But mixing them up is like handing someone a product manual when they asked for a billboard. Different formats. Different expectations. Different results. The best-performing brands know how to balance both . You can write all the SEO-optimized blogs  in the world, but if your CTAs are weak? The sale walks away. And a punchy product page won’t help if no one ever sees it because you skipped content strategy altogether. Pairing smart content with strong copy gives your brand reach and  impact. One brings them in. The other moves them forward. How Copy and Content Work Together Think of it like a customer journey, but with fewer buzzwords and better writing. Content is what gets your brand on the map . It sparks interest, starts conversations, and builds credibility long before anyone’s ready to buy. Copy picks up when they’re close to the edge. It’s the confident nudge that says, “You’re ready. Let’s do this.” This is where decisions are made and where clarity and timing can make or break the moment. The most effective brands don’t pick a side; they match the right writing to the right moment. Blog posts bring in traffic, social posts keep the conversation going, then landing pages and sales emails carry the reader across the finish line. Rely too much on one, and you start to feel it. You can’t convert traffic that isn’t there. And you can’t build trust if your only move is the hard sell. Hiring the Right Kind of Writer Copywriting and content writing are different disciplines. Some writers can do both, but most lean into one for good reason. Copywriters are all about clarity, compression, and conversion . They know how to write CTA buttons that pop, headlines that pull, and product pages that get clicked. Content writers thrive on research, flow, and structure. They know how to build trust, guide readers, and keep Google happy while still sounding human. Their work shows up in internal links , optimized metadata , and articles that people actually want to finish. If you’re hiring, be clear about what kind of outcome you want. Are you building authority, or closing sales? Educating, or converting? The answer shapes the hire— and the result . Of course, you might need both. That’s where working with the right team (hi!) comes in handy. Ready to Pour It Into Action? Want copy that converts and content that connects? Start with a website that’s built to do both—designed with purpose, written with personality, and optimized to perform. Explore The Brand Brew®’s Website Design  solution to build a brand experience that actually reflects who you are. And if you need help with the words, our SEO Copy & Content Writing  turns browsers into buyers without the pushy sales pitch. Book a call  and let’s brew something brilliant together.

You can’t target everything. And in SEO , you shouldn’t try. While it might be tempting to cram a dozen search terms onto one page, the spaghetti strategy—hoping something sticks—rarely works. You end up with an underperforming site and a floor full of noodles. Every page needs one clear focus keyword telling Google exactly what your page is about. Not just what you offer, but what your audience is actually searching for when they’re ready to click. What Is a Focus Keyword? A focus keyword is the primary search phrase you want a page to rank for. It’s the star of the show, used in your metadata, intro paragraph, and sprinkled (not stuffed) throughout the content . That doesn’t mean you can’t include supporting keywords . But when you try to rank for everything, you usually end up ranking for nothing. A good focus keyword gives your content clarity, direction, and higher odds of landing on page one. Start with What You Actually Offer This sounds obvious, but too many businesses try to go broad when they should go precise. If you're a residential contractor in Hamilton, “construction” is a weak focus keyword. It’s vague, highly competitive, and could refer to anything from commercial infrastructure to highway repair. Meanwhile, “custom home builder Hamilton” is clear, relevant, and likely to connect with your ideal client. This is where intent matters. Broad terms might get more monthly searches, but narrow, location-specific ones  are far more likely to drive action. Especially when they reflect your actual services, your real market, and how people search in your area. Do Some Actual Keyword Research Once you’ve got a basic idea, expand it. Use SEO tools to dig into related search terms. Check what pops up in the “people also ask” section or scan your Google Search Console data . You're looking for keyword variations that offer specificity and intent. A pet health brand might start with “dog shampoo,” but find stronger focus keywords in “natural dog shampoo for sensitive skin” or “anti-itch dog shampoo for puppies.” These longer, more detailed terms are called long-tail keywords. They get less traffic individually, but they’re easier to rank for and much better at pulling in the right  visitors. Need help finding the right keywords? The Brand Brew®’s SEO Keyword Strategy service takes the guesswork out—so you can focus on ranking for what matters. Check the Search Intent Before You Commit Finding a keyword isn’t enough. You also need to know what kind of content already ranks for it. If all the top results for “how to clean hardwood floors” are blog posts, and you're trying to rank a product page, you're setting yourself up for failure. Google has decided that this query deserves educational content, not a sales pitch. On the flip side, someone searching “deep cleaning service Brantford” isn’t looking for a DIY guide. They want a local pro who can show up this week and get the job done right. That’s your cue to create or optimize a service page that answers the call. Your goal is to meet the searcher where they are, whether they’re browsing, comparing, or ready to buy. Place It with Purpose Once you’ve picked your focus keyword, the next step is placing it where it counts. It should appear in your page title, meta description , and H1. These are the big signals search engines rely on to figure out what your page is about.  Let’s say you’re a dental clinic in Waterdown targeting “emergency dental care Waterdown.” That phrase should show up in your title tag, like: Emergency Dental Care | XYZ Dental | Waterdown, ON It should also be part of your page URL  (like /emergency-dental-care-waterdown) and appear in your H1 and intro copy. The goal isn’t to repeat it like a robot but to make it easy for both Google and real humans to understand what the page offers. Don’t forget image file names and alt text, especially if your photos show relevant services or location-based visuals. These subtle cues help boost relevance and accessibility. Write Like a Human (But With Strategy) Where you place your keyword matters, but how you use it matters just as much. Google has moved far beyond keyword stuffing. These days, relevance, clarity, and natural flow  are what get rewarded. That means your website copy needs to be well-written , easy to read, and aligned with what searchers actually want to find. If you run a beauty and wellness clinic offering “microneedling facials Toronto,” you don’t need to force that phrase into every other sentence. Instead, build around it. In your intro, describe who it’s for and what results clients can expect. Use variations like “microneedling treatments” or “facials for smoother skin” where it feels natural. Link related services internally (like skincare consultations or post-treatment care) to help Google understand your site structure and keep users exploring. Strong internal linking  builds authority on your own site, while backlinks  from other trusted sources take that credibility even further. Let’s Brew Up Some Traffic  Strong SEO starts with clarity. It’s not about chasing clicks, it’s about showing up for the right people with the right message at the right time. And because SEO is never one-and-done , it takes consistency, strategy, and the occasional content refresh to stay visible. Want to build that kind of traction? The Brand Brew ®’s Website Design  will help you design a site that puts your message (and your keywords) to work. Or, start with an SEO Website Audit  to see where things stand! Book a call  and let’s start brewing better results.

If you’ve ever fallen victim to the “I bet I could do that” mentality of home renovation, you understand the danger of the amateur DIY mindset. When it comes to your brand, you don’t want DIY design causing cracks in the foundation.  The allure of tools like Canva is strong, promising control, speed, and, most temptingly, cost savings. But just like an attempted kitchen remodel armed with a Pinterest board and a dream, that quick fix might leave your brand with the dreaded Frankenstein Effect  or worse—suffering from structural damage for years to come. DIY design is a perilous path. Here are the biggest dangers to watch out for: 1. The Low-Cost Myth That “simple” Canva template might look easy, but it doesn’t take long before you find yourself lost in the editing process, lacking the design principle knowledge and software skills to navigate yourself to the finish line. Before long, the money you “saved” with your DIY design is quickly eaten up by your own valuable time—hours you could have spent in your zone of genius. And just like the telltale signs of shoddy home reno, all of your efforts may very well result in a design that screams “amateur.” The trusted tools of design professionals—like the always-handy brand board —give your brand the consistency and vision needed to pack a serious punch. Without them, the results can feel lacklustre. Sending messy Canva files to print, struggling with digital file formats, and sinking hours of your own time into a design that ultimately misses the mark is hardly the most efficient approach. And when it all culminates in calling in a professional to fix the damage , it can be even tougher on the wallet. 2. The Print Production Pitfall That Canva design might look polished on your screen, but sending it to print often unwraps a host of issues for professional printers. It’s like working off of a vague sketch instead of precise architectural blueprints and expecting a flawless build. Printers aren't magicians; they need properly prepared files to deliver quality results. Key technical “building code” violations—like incorrect colour modes (RGB instead of print-ready CMYK), low-resolution images that pixelate when enlarged, and a lack of bleed for proper trimming—are frequent culprits in DIY design files.  These aren't minor details; they're fundamental for professional output. Ignoring them is like using the wrong materials for a crucial part of your house construction—the results will be visibly flawed. This inevitably leads to subpar print quality, frustrating delays, and the added expense of reprints or costly file corrections. 3. The Legalities of DIY Design Your Canva design might feel unique to you, but it’s made of elements from a shared library used by countless others. It’s like choosing the same paint colour and generic fixtures as half the houses on your block; your brand's home struggles to establish a distinct presence and command attention. True brand distinction requires originality , not simply picking from off-the-shelf components. This lack of originality creates a minefield when it comes to legal ownership and protection. You generally can't secure a trademark  for a logo built with common, publicly available design assets. To make matters worse, you risk inadvertently using elements that are too similar to an existing protected brand, essentially building on someone else's property without realizing it.  Trademark troubles can lead to all sorts of fallout. You might have to demolish and rebuild with a complete rebrand, get involved in property line disputes with trademark battles and legal fees, and even jeopardize your curb appeal and brand reputation.  4. The No-Blueprint Blues Without a solid architectural blueprint—a strong brand strategy —even the most visually appealing Canva design can only go so far. A fresh coat of paint can’t fix a crumbling foundation. A frequently overlooked part of DIY design, brand strategy is what gives your brand the depth it needs to wow your target audience and accurately convey your company values, vision, visuals, and voice. The blueprint is what gives your brand direction and meaning. Without core values, unique market positioning, and authentic brand personality, your customers have nothing to connect with. Nobody falls in love with a logo alone . Ultimately, a brand built without a strategic blueprint is a brand built on sand. It might work for a short while, but it won't withstand the pressures of a competitive market. It won't resonate deeply, convert consistently, or build lasting loyalty. Visuals are just the tip of the branding iceberg , after all. Ditch the DIY and Go Pro Every failed home reno ends similarly: “I wish I’d just hired you from the start.” Investing in the architects and builders of the branding world is a surefire way to ensure your brand is professional, up-to-code, and ready to stand the test of time. Your brand is your home, and it’s worth treating it with care.  Build Something to Last with The Brand Brew ® With professional brand building, you can sidestep these DIY design perils and stand out in a neighbourhood filled with cookie-cutter houses. Just like a well-constructed property appreciates over time, a thoughtfully designed brand will serve your business for years to come. Go beyond the quick fixes and choose The Brand Brew ® as your design architects for branding in Hamilton, ON and beyond.  Explore our Brand Development  solution and book a call  to discuss your branding needs, whether you’re renovating or starting a new build!

Not all keywords  are created equal. While SEO  keywords are responsible for informing search engines and guiding users to the right content, each type of keyword plays a unique role in achieving this goal. A robust keyword strategy  not only utilizes a range of SEO keyword types, but it uses them each in the right ways .  The 9 Types of Keywords and How to Use Them 1. Seed Keywords Seed keywords are broad, foundational terms that define your industry or niche. While not usually the ideal keywords to drive direct traffic themselves, seed keywords are excellent starting points for keyword research to generate more specific variations.  These keywords can guide content themes, category pages, and overall site structure. Monitoring these terms over time also helps businesses stay ahead of industry trends (which is great for ongoing SEO ! ). For instance, a business like Absolutely Spotless Cleaning  might use something like “home cleaning” as its seed keyword. This, in turn, can lead to more specific keywords like “eco-friendly home cleaning” or “home cleaning in Hamilton,” helping them to attract qualified leads. 2. Focus Keywords A focus keyword is the primary term a piece of content is optimized for. It should align with search intent and clearly define what the page is all about. Include focus keywords in page titles, meta descriptions , and throughout the content in a natural way. Avoid keyword stuffing —search engines prioritize readability and user experience above all.  Take a look at the The Brand Brew ® blog Spoiler Alert: Your Website Copy Isn’t About You . It’s all about website copy (and it’s good stuff!)—if you look closely, you’ll see the focus keyword “website copy” in the title, the URL , the copy (especially the first 100 words), and sprinkled throughout the headings. That’s no accident! 3. Informational Keywords Informational keywords target users looking for answers rather than making a purchase. These are often phrased as questions or how-to searches. These types of keywords are best in educational content like blog posts, FAQs, and guides that answer common industry questions. Structuring content with clear, concise answers can improve the chances of appearing in featured snippets  or voice search results. Consider our blog post, What Is a Website Audit?  Phrased as a direct, concise question, this blog utilizes an informational keyword to provide pertinent information that our audience is looking for. 4. Transactional Keywords Transactional keywords indicate a strong intent to take action, such as buying a product, signing up for a service, or requesting a quote. This SEO keyword type is crucial for conversion-focused pages. Optimize landing pages, product descriptions, and calls to action with transactional keywords. They should be paired with persuasive messaging that encourages immediate action. Ensuring these pages load quickly and work well on mobile devices  can also boost conversions. The call-to-action buttons on Aspid RDZ's home page  provide excellent examples. From “shop now!” to “subscribe today,” these transactional keywords are direct and focused on prompting action. 5. Long-Tail Keywords Long-tail keywords are highly specific search phrases that typically have lower competition but higher intent. They cater to niche audiences looking for precise information. Incorporate long-tail keywords into blog posts, service pages, and FAQ sections. To see these in action, explore Evolve OMS’s procedures page —it’s rife with ultra-specific, long-tail keywords that suit their audience to a T. 6. Niche Keywords Niche keywords are specialized terms that appeal to a targeted audience within a specific industry or field. They attract users with very particular needs or interests. Use niche keywords in in-depth content that speaks directly to a specialized audience. These are ideal for businesses that serve a specific market segment and can be used effectively in blog posts, case studies, and landing pages. Consider the Farley Foundation , for instance. The keyword “subsidize veterinary care for Ontario families” is extremely specific, which means it’s perfect for attracting its exact user base. 7. Branded Keywords Branded keywords include a company or product name. They are essential for brand recognition  and protecting search rankings from competitors bidding on your name. Optimize homepage content, product pages, and company descriptions with branded keywords. Silverbirch’s about page  is a prime example of branded keywords utilized strategically, without interrupting the content’s flow or readability. 8. Secondary Keywords Secondary keywords support the primary focus keyword by adding context and reinforcing relevance. Despite being called “secondary,” they’re still important! They help diversify content and improve SEO rankings without repetition. Naturally integrate secondary keywords throughout content, including in subheadings, image alt text, and meta descriptions . Ensuring these keywords align with the primary keyword topic can strengthen overall search visibility. Take this blog, for example (now that’s meta!). While our main keyword target is “types of keywords,” you’ll notice the secondary keyword “SEO keyword type(s)” sprinkled throughout. 9. Location-Specific Keywords Location-specific keywords help businesses attract nearby customers by including geographic terms in their content. These are essential for local SEO . Optimize Google Business Profile listings , service pages, and meta descriptions with city, neighborhood, or region-based keywords.  Scott Home Company  is a pro when it comes to location-specific keywords. By integrating regional terms with other types of keywords, they’re able to fine-tune their online presence and attract interested buyers in their area. Strengthen Your Website with Diverse SEO Keyword Types Keyword strategy has more than meets the eye. In fact, business owners have a whole arsenal of SEO keyword types to juggle and employ to enhance their website’s performance. If your keyword game could use some tweaking, The Brand Brew ® is in your corner. Explore our SEO Keyword Strategy  service and book a call  to craft an SEO website that can’t be beat.