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How to Optimise for Branded Search

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Generating online traffic is essential for any digital business. Whether it is an ecommerce store, a payment facilitator, or a gaming product— all aspire to create a buzz around the market and engage with their target audience.

However, simply following the traditional path of optimising your web pages has now become a thing of the past. Since the birth of ecommerce, digital marketers have experimented with a range of methods for increasing rankings in search engines. More often than not, ranking for competitive keywords has been considered a foundational pillar while drafting your outreach strategy; however, there is much more to it than just that.

For staying ahead of your competitors and reaching your target audience, your brand needs digital visibility, and that’s where search engine optimisation comes to the rescue. Traditional SEO focuses on general search queries related to your products or services. But with branded SEO you can focus more on the visibility of your business. Check out these tips from one of the premier SEO agencies in Melbourne.

What is Branded Search?

Branded search primarily refers to the online searches made by users mentioning your brand’s name and its specific products. This can also be considered an extension of primary search engine optimisation, but the branded search is more goal-oriented.

The two major benefits of branded search are the increased conversion rate and the boost to brand awareness for your business. When a user searches for a product along with your brand name, it indicates that they are already well-aware of your presence. This highlights the underlying user intent to make a purchase. This technique is imperative to boost the awareness of your company and present the audience with the most relevant results over the search engines.

Since the user landing on your website has some knowledge about your brand from the start, they will be easier to convert. This facilitates turning them from a browser to a paying customer.

The branded search traffic directed to your website can be tracked by monitoring the people who land on your webpage via the branded keywords over a selected period. Since SEO is a gradual process, it is crucial to analyse these trends gradually instead of jumping to conclusions instantly. This search volume is also essential for increasing your rank over the browser. Studies suggest that branded search volume contributes to the SERPs as much as the Domain Authority does. Now that’s interesting, isn’t it?

A fundamental part of your branded search strategy is the branded keywords that you are likely to optimise your website for. Based on user behaviour, there are multiple ways to search for your brand online. Here let’s consider the most significant ones to understand better.

Competitor Keywords

A smart business owner innovates and constantly learns from competitors. Your competitors might also be working on their branded keywords to match the users’ search queries and bring them to the website. You can also use their branded keywords in your content to show yourself up whenever the audience hits the search bar to leverage this chance.

ROPO Keywords

Ever wondered why a user is specifically searching for “Liaison Controller Reviews” over Google?

Various prospective customers tend to look up things online and gather all their details but plan to purchase the item physically. During this phase, all the search that they do is mainly to check the product’s credibility. A user’s “Research Online, Purchase Offline” (ROPO) intent can be effectively tracked through such keywords. ROPO queries also help in the impactful segmentation of these users, like those ready to buy!

High-Intent Keywords

This is the most sought-after and most used way for users to search for your brand. Whenever your audience searches for your brand name and your product or service, it becomes vital to include all these keywords in your strategy.

Ways to Optimise Your Branded Search

Now that we have explored the various keywords that people often use, it is time to dive into optimising your branded search.

Branded search often has multiple aspects associated with it. These keywords can be used in varying formats and methods to drive maximum conversion from the traffic gained. Here are some of the most significant ways through which you can optimise your branded search.

Enhance Your Customer Reviews

Loyalty and advocacy for a brand are often solid contributing factors for boosting the awareness of your business. Most people rely on the reviews and feedback published over a reliable website to build their trust in the company. This is one of the fundamental ways to set a positive image in the minds of your prospective customers.

Your reviews are also integral for Google to recognise what kind of products you sell. Active and effective reviews also help shoot up your search engine rankings. According to the research, 89% of the customers don’t tend to take any action until they read reliable reviews, while 15% of users do not trust brands with no reviews.

A brand needs to pay attention to its online reputation and encourage people to leave quality reviews. Offering incentives for leaving a review, nudging users over personal messages, and taking your engagement over social media— all these can help you get more testimonials for your business.

Embrace an Omnichannel Approach

There are multiple channels and forums where your target audience is online at the moment. As an emerging business, you must consider improving your branded search volume with diverse aspects. Building your online presence over multiple platforms helps you show your activeness in the digital space. This also gives you an ample opportunity to engage with your users in the way they like.

Studies reveal that the omnichannel approach for marketing yields a 250% higher purchase frequency than the ones following a single channel. This is primarily because you can target varying interests of your audience, whether it is the blog content, social media posts, Q&A websites, or community forums.

The best way to get started with your brand’s omnichannel approach is to select a particular niche and define your audience persona to get relevant matches.

Trust Influencer Outreach

Influencers often have a great deal of influence within their communities; hence the name! Leveraging influencer outreach for your branded search is another way to optimise your strategy and target a larger audience.

Influencers help promote your brand and spread awareness about your services and products. Using influencers can generate significant branded search traffic to your website, boosting the chances of conversions.

A study put forward by Defy Media indicates that close to 60% of millennials tend to follow what YouTube influencers say over mainstream media personalities. With such reports in place, the hype around the influencers and the importance of targeting them becomes pretty evident.

Opt for Guest Blogging

Guest blogging is another way to drive effective traffic to your website. Writing for high-visitor base websites helps you have better visibility and reach within the industry.

With an on-point content marketing strategy, your branded search has the potential to increase its impact. Posting value-adding and relevant content on the industry’s top websites lets millions of readers read about your brand.

Your guest blogging efforts do not simply end with publishing your content over the platform. One of the most crucial aspects of link building is to the type of websites you choose.

You need to narrow down and select blogging websites relevant to your niche and have higher domain authority. This ensures that the traffic directed to your website is of higher quality having potential buyers.

Brand Names in Your Meta Titles

Meta titles are important for telling search engines what your webpage is all about. Including your brand name in these titles helps you match the keywords users are typing over the search engines.

Meta titles with your brand name also ensure that the search queries entered by the users land on your web pages only, rather than being directed elsewhere. This ensures you are not mistaken for another entity and helps you connect with your target audience.

Search engine result pages also have a huge role to play over here. A user tends to click on a page link only when they find it relevant. Meta titles ensure that your brand is reflected on the listing page, and the user can identify it quickly. This way, the searches done by a prospect convert better!

Facebook Groups to the Rescue

Facebook has been the king of social media, helping connect people from all across the globe. Facebook Groups are a powerful tool that people can use to interact and engage with fellow users with mutual interests.

These groups provide an opportunity to spread awareness about your brand. Studies show that more than 1.4 billion people use Facebook Groups monthly. This figure is a clear indication of the potential growth the platform has to offer. As a business owner, you can interact with the audience and exchange thoughts, ideas, and discussions.

Offline Promotions

Holding offline seminars and workshops effectively makes people aware of your presence and the services you offer. This is often an initiation point for them to come back home and search for your brand.

Offline promotions are highly effective in increasing your branded search as people who are aware of your business are more likely to explore it further through branded search.

This was all about branded search and how you, as a business owner, can leverage the technique to your advantage. With these simple yet powerful ways to optimise your branded search traffic, you are likely to see a notable increase in your searches— getting you better sales and high-paying clients in the long run!

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