Kewords are Key

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.
Incorporate keywords in your company's job titles. According to Cohen, LinkedIn has profiles for 132 Hubspot employees with "inbound marketing" in their titles. "Hubspot is an inbound marketing company and they have used this subtle approach to influence the search results of this term," he says. "People begin to think of Hubspot as an inbound marketing company when interacting with their employees, and search using these terms."
Optimize all printed material—not just sales and marketing online content. Brochures, fact sheets and whitepapers can all plant keywords in prospects' mind—terms they will likely use when they conduct follow-up research online. Also consider that your human resources, customer support and finance departments often post FAQs and other informational content as Web pages and PDFs. Using keywords in all your copy will aid your organic search chances.
The Po!nt: Careful how you say it. Put your keywords to work anywhere they might influence a potential customer's online search