Trying to optimize for an artist website and the dilemma is with the difference in his name and his “brand.” His widowed wife is the steward of his work and she is trying to carry on his artistic legacy and develop an online shop. Everyone called him “Bob” (nicknamed from Robert). And in the body copy of the website and blog he is referred to as “Bob” (and/or Bob/Last Name). But his brand, the sig on his work when he signed it, is his Middle/Last name because his familiar name, Bob/Last name, is the same as another prominent artist (and also another prominent author). And so, in trying to distinguish himself in the art market, he began using his Middle/Last name. The domain name is his brand (Middle/Last name) not Bob/Last Name. So how to optimize headings… external links, etc? And if galleries are referring to him as Middle/Last name, but the blog on the website is “Bob” because that’s what he was called by everyone… then how best to establish a primary and hierarchy naming/brand and content structure? Any assistance would be greatly appreciated.

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Jay’s Answer: Experiment with the various ways you could show Bob’s name. What looks best to people? How do they compare from a search perspective? For the time being, try all the variations and see what works best (now that you have a clean slate) and optimize from there.