When do you hit the point of too much search engine optimization?

Last week, one of my web developers asked me if we could change a client’s tag line so that it could be better optimized for Google. I was horrified and emphatically said, "No, and please don’t ever ask me that again."

There is nothing more important than brand integrity. It defines who we are and it tells people how they can relate to us. Companies are now regularly faced with the question: How do people search for us? We do everything we can to optimize client websites to attract search results, but there will never be a time when I will recommend changing a core identity characteristic such as a tag line to better appeal to search engines. Doing so would be a disservice to the client and their customers. Instead, I will continue to encourage companies to remain true to themselves and their customers.

Kelly Hobkirk - teaching marketers how to harness strategy, goals, reality, and purpose to connect and do better work.


Kelly Hobkirk has been helping companies succeed in creative ways for nearly 25 years. His work has been featured in Time Magazine, and books by Rockport and Rotovision. Get exclusive articles when you sign up for his monthly newsletter.

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