If you provide enough value, then you earn the right to promote your company in order to recruit new customers. The key is to always provide value.
My recommendation for SEO is very simple. It's Write Good Stuff. In my mind, Google is in the business of finding good stuff. It has thousands of the smartest people in the world, spending billions of dollars to find the good stuff. All you have to do is write the good stuff; you don't need to trick it.
The most powerful way to convince the interviewer that you can do the job is to show how much you already know about the industry, the company, and the products/services of the company. In other words, enchant the interviewer with how much you already know.
When you enchant people, your goal is not to make money from them or to get them to do what you want, but to fill them with great delight.
A company should search for every instance of the use of its name and zoom in when there are issues - both good and bad.