Optimizing Business Names for Better SEO: A Case Study for Screen Printing and Embroidery Shops
In today’s competitive market, choosing the right business name is more than just a branding decision — it’s a strategic move that can significantly impact your online visibility. This is especially true for small businesses in niche industries like screen printing and embroidery, where local SEO plays a vital role in attracting nearby customers.
Case Overview
Consider a small business owner who specializes in custom screen printing and embroidery services. Recently, they relocated across the country and decided to update their business registration accordingly. Previously operating under the name Pastiche Press, they simplified their branding to Pastiche.
However, this change has inadvertently impacted online discoverability. The owner notes that when potential customers search for “Pastiche,” their business doesn’t appear on the first page of search results, making it less likely that new clients will find them organically.
Introducing a Local Identity
Seeking to improve local SEO and better connect with the Cleveland, Ohio community, the owner is contemplating a new business name: NEO Print Co. Here, “NEO” is shorthand for Northeast Ohio, a regional identifier familiar to locals and area residents alike.
Benefits of Regional Branding
Using regional abbreviations or identifiers can enhance local search rankings, especially when combined with strategic SEO practices. Names like NEO Print Co. make it clearer to both search engines and potential customers where the business operates, increasing the likelihood of appearing in local searches.
Considerations and Next Steps
Before making a final decision, it’s wise to evaluate the potential impact on brand recognition and existing customer relations. One approach could involve registering NEO Print Co. as a Doing Business As (DBA) under the current Pastiche business name. This retains the established branding while allowing for targeted local marketing.
Final Thoughts
Changing a business name to improve SEO involves balancing brand identity with search engine visibility. Incorporating regional references can be an effective strategy, especially when designed thoughtfully. Entrepreneurs should consider how these changes align with their overall branding goals and consult with SEO professionals to develop a comprehensive plan.
If you’re contemplating a similar rebrand, reflect on your target audience, the regional significance of your business, and how your new name aligns with your long-term marketing strategy. With careful planning, a well-chosen name can serve as a powerful tool to attract local customers and grow your business.
Have you rebranded your business for SEO reasons? Share your experiences and tips in