The Mark Ledden Blog

…audio, video, web and general tech ramblings.

The Irony of Brand Terms and Negative Keywords (Being The Same)

Loft Interiors Logo

After having a chat recently with a friend on the work that I do day-to-day and then trying to explain what it is I actually do, the strangeness of one of the aspects I deal with came to light.

Some of you may know (it’s not that hard to dig around and find this information) that I work for a little company called LOFT Interiors. To the uninitiated, you may think that we specialise in… loft interiors. This isn’t actually true, what we do is provide full furnishing solutions for the residential property industry; such as landlords and letting agents – You get the idea. There is a bit of logic behind the brand name; it consists of an acronym (luxurious, original, furnishings, today) and the word ‘interiors’, which is exactly what we do. The phrase ‘loft’ is just a little unfortunate for the job I do.

Let me explain:

Someone goes to Google and searches for “loft interiors”. Now, in what context are they searching for this? Do they know our company name and they’re simply looking for our website? Or are they actually looking for interiors for lofts? The people who are searching for the latter are not likely to find what they need on our website.

This is shown in the analytics for our website; I’ve noticed a much higher bounce rate for those organic visitors who landed on our site after searching for “loft interiors”. This leads me to believe that much of those people were actually looking for people who actually provide loft interiors.┬áSeparating┬áthe two groups of relevant and irrelevant people is of huge difficulty.

This problem stretches right across to PPC and Social Media. In adwords, ‘loft interiors’ could (theoretically) be added as a negative keyword but that’s the exact phrase I’m setting up ads for! And how do I monitor the social networks effectively to find people who are mentioning our our brand and not just talking about loft interiors. Nightmare..

Context is everything and finding your way through it is a tough job indeed!


2 responses to “The Irony of Brand Terms and Negative Keywords (Being The Same)

  1. Alex McConnell (@TweetAlexM) November 28, 2012 at 3:53 pm

    I have to admit I didn’t realise that your company didn’t specialise in loft interiors. That’s an unfortunate name from your perspective…! Maybe the acronym could have done with tweaking into something more unique (or I should say less ambiguous on the surface). For example ASOS is just a made up word you instantly associate with the brand, but stands for “As Seen On Screen”… the more you know…

    • Mark Ledden November 28, 2012 at 4:31 pm

      It is a huge challenge! But it’s great to hash stuff like this out, there’s always likely to be some sort of upside to it. On a similar note; another brand we have is This is great getting organic traffic with very little effort but as the brand term is the same as a generic term, it has no real definition!

%d bloggers like this: