Article

Cory Schmidt
Cory Schmidt 15 October 2019

Branding and SEO: Get More Search Traffic

How are search engines treating your brand? Are you getting all the visibility you can from search? SEO and branding go hand-in-hand, so here’s a guide to gaining more traffic for your brand.

Branded Search and Intent

When did you last Google search for your brand? I don’t mean with generic terms included – just a search for your brand name. Give it a try. Where do you rank? 

Achieving a high ranking for your brand is more difficult than you may think. This is where a key SEO component plays a major factor: search intent. 

Here’s an example. The CRM brand named “Commence” is quite difficult to rank for. First, the majority of people searching for ‘commence’ are looking for the definition of the word. Judging from the results it’s a strong majority. The search intent of the average searcher is for a definition of the word. Now when you start to get past the dictionaries you see companies named Commence but they are not the CRM tool. The secondary search intent is for companies, unfortunately for Commence (the CRM tool), not its brand.

This is different from Hubspot or Marketo. These terms are not generic at all and no other company shares their names. The search intent for these is for those specific companies.

Now if your company’s brand name is not ranked first, don’t panic – you don’t need to do a full rebrand and change your brand’s name. What you need to do is change the search intent. You need to generate more searches for your brand.

How to Change Search Intent for Your Brand

Changing the search intent is fairly straightforward and takes a bit of effort in marketing activities. What you need to do is generate brand recognition. There are three great ways to do this:

You can do it through demand generation efforts like display, social or video advertisement. Nearly half of ad interactions result in a search (instead of a click). 

It can also be done through PR. If someone sees your brand in a publication they often search for it. Once you build up enough searches for your brand, Google will start placing it in front of other results.

Capture more generic search traffic around your product. Find out what your prospects are searching for before and during their search process. This will result in secondary searches. In fact, about a quarter of generic searches result not in a click but in a secondary search.

Keep your branding consistent by using digital asset management (DAM) software and other brand management tools. The stronger the messaging and visual elements of your brand are, the more you will get searched for.

The Benefits of High Brand Ranking

Getting your brand ranking high on search engines has many benefits but the most impactful is perception. If you rank first for your brand, prospects will raise their perception of you.

Beyond perception is pure traffic. Higher ranked results on average get more traffic. Higher traffic from a branded search means that your prospect didn’t give up on the search. Those non-clicks are probably losses.

The last important benefit is site links. These are the links that appear underneath a search result and generally there are about six of them, depending on the individual search. These help your prospects easily find what they are searching for without having to go through your navigation. It also makes your brand look even stronger

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Infographic: Health and Beauty Consumer Report 2020

Infographic: Health and Beauty Consumer Report 2020

A new report from Digital Doughnut sister company London Research and Trustpilot looks at trends in the health and beauty sectors, including how Covid-19 has impacted consumer behaviour and spending. The research...

Linus Gregoriadis
Linus Gregoriadis 7 July 2020
Read more
Promote Your Blog On These 30 Places

Promote Your Blog On These 30 Places

Social Media channels are one of the best ways to promote your blog content, but you shouldn’t stop there. Besides Social Media, there are more available places on the web which can be a great marketing tool for your...

Aleksej Đurđević
Aleksej Đurđević 7 December 2016
Read more