There
has been some talk about using brand terms as keywords in SEO (search
engine optimization). To date, the SEO industry is still divided on
the issue even though the practice is common in the U.S.
This
is a tightrope that can snap at any time. The Federal Trade
Commission has regulations for mentioning other brands for the sake
of comparing them with the brand in question. Some brand operators
are willing to take the risk of violating trademark policies for a
broader presence in the search results.
If
you’re still confident about taking the risk, it’s important to
get an idea of what constitutes as a trademark. The ™ or ® symbols
on designs and names is the focus of this long-standing issue with
keyword optimization. However, the ™ symbol carries less legal
repercussions than the ® symbol since the former refers to an
unregistered trademark.
Nevertheless,
Google allows competitor brand terms to be used by competitors as
long as they don’t include trademark terms. This especially applies
to ads where Google may prevent the ad from showing because of
trademark violations. One good way of averting the effects of this
SEO issue is to go to the U.S. Patent and Trademark Office online and
search for trademarked terms.
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