Have you lately searched yourself or your company?
I’m sure you have, but it doesn’t imply you have a plan for branded search optimisation.
Brand-driven search entails much more than the URLs that appear in search results for your brand name. It’s a continuous process that will lead to more conversions and more predictable purchasing experiences.
Let’s begin at the beginning.
What is the definition of branded search?
A branded (also known as brand-driven) search query contains your company’s or product’s name. Personal, brand-driven words, such as your CEO or writers’ names, are included in branded search searches.
Why should you make branded search a top priority in your marketing strategy?
This question appears to have a clear answer. After all, excellent SEO begins with your brand, therefore conducting branded SEO research should be a top priority for any business. Yet, it’s amazing how many businesses totally disregard search inquiries.
Branded search is critical for a number of reasons:
People who put your brand name into the search box typically have a certain goal in mind: they want to either go straight to your website or do some research before making a purchase.
- Branded search queries reveal the problems your existing or prospective consumers are having with your website or product.
- In order to grasp the online attitude surrounding your (and rival) brand, you need do a brand-driven search.
- Finally, any of those sponsored SERPs may impact purchasing decisions, making them a part of your sales funnel.
- Your branded SERPs, like a branded hashtag, don’t belong to you, and you don’t have much influence over what others see until you invest some time and work optimising for your own branded search.
- How to do branded search query research
- Begin with your immediate Google suggestions that are branded with your company’s name.
What do visitors see when they type your company’s name into a search engine?
Brand-driven For two essential reasons, Google recommendations should be your primary priority:
In terms of your brand, Google recommendations reflect what consumers are searching for the most. They’ve always relied on search frequency statistics, which means that the more people who search for a term, the higher that phrase appears in Google recommendations.
Many of your clients’ purchasing decisions may (and most likely will) be influenced by Google recommendations. Consider what would happen if someone typed your brand name into their mobile device’s address bar (in an attempt to get straight to your site) and got the recommendation “brand name alternatives.” What are the chances that that individual will be intrigued enough to click on that recommendation and find out who your rivals are? Google searchers utilise one of Google’s suggestions 23% of the time, according to a recent research. That’s over a quarter of your consumers who are familiar enough with you to Google your name. Suddenly, you’re fighting for someone’s attention who was previously going straight to your site:
“There isn’t even a search box on this page. This is the URL bar in Safari. Safari makes advantage of Google’s top recommendations, which may lead your present or potential consumers to rivals.”
This implies that branded Google suggestions may impact your customers’ decisions even if they aren’t looking for anything specific.
I’m sure you’re wondering if there’s a method to alter what Google displays when people search for your company name.
Unfortunately, the answer is no.
There is no long-term method to sway Google’s recommendations. Of course, you could pay a legion of searchers to type in different variations of your brand name in order to persuade Google to include it in those results. Even if it succeeds, if you stop paying your army, Google will delete the recommendation.
Going viral with a new product, report, or news is another approach to impact your branded ideas. Those suggestions frequently contain a trending search phrase.
However, as soon as individuals stop looking for that query, the result will be replaced by another.
However, you’ll very certainly have to cope with branded Google recommendation results as they are.
Branded Google recommendations come in a variety of shapes and sizes.
It’s remarkable how frequently brands ignore their branded search suggestions. In reality, these outcomes as you write might reveal a lot about your brand’s perception as well as your customers’ journeys:
Make use of keyword research software.
Your most essential keyword is your brand name. You want individuals to search for your brand more often since this allows you to assess your marketing efforts and gauge brand awareness. But you also want to make sure that your branded search results are pushing those searchers deeper into your sales funnel rather than frightening them away.
It will retrieve a wide range of branded search searches.
It will display the number of searches for each query that contains your brand name.
It has a few nice filters that you can use to play with with your lists. You can, for example, limit your search queries to questions or arrange them according on lexical similarity.
Keep a look out for branded inquiries.
Because highlighted snippets are frequently triggered by questions, they typically gain extra exposure in organic search. Additionally, on Google’s search result pages, there is a section called “People Also Ask” that is dedicated to queries.
I prefer to use questions as subheads in anything I’m writing. Subheadings that are phrased as questions appear to pull readers further into the page.
Google’s “People Also Ask” feature
You may get some question ideas by just Googling Google. Keep an eye on the “People Also Ask” boxes and make a note of any questions that need to be addressed. It’s also your aim to rate your responses to each of these questions:
It would be easier to utilise technologies like IMN’s Content Optimization tool, which gathers People for bigger companies with hundreds of branded search inquiries and questions. Also, enquire about the outcomes of your most significant inquiries (Disclaimer: This is the company I work for).
If you want to experiment some more, the People Also Ask boxes can help you figure out what Google thinks is important, since Google will display you alternative follow-up questions based on a brand-driven question you click:
3. Text Enhancer
Finally, Text Optimizer, my go-to tool for just about every SEO work, has a special area for questions that helps you better understand your audience’s search patterns:
Sort your keywords into groups.
Your keyword list, like any other, will include numerous variations of the same concept, phrased somewhat differently. This is especially true for larger companies in wide areas that are often searched.
This is where Keyword Explorer will come in handy once more. Examine your Google suggestion results and arrange your results by a common term using keyword modifiers:
How to make your branded search more effective
Determine your current position.
As an SEO, I begin every digital marketing strategy with a ranking study. butler4benefits has a robust rank tracking solution for this.
SE Ranking is the programme I’m presently using, and I appreciate how they store a cached picture of each watched SERP every day. This close-up view of each SERP (and all stored records) is exactly what I need for branded search monitoring, where I aim to rank more than my own website for each query (more on that below):
Your branded search query groups should be organised by purpose and next steps.
As I previously stated, I aggregate branded keywords by a similar modifier or semantic meaning, thus my strategy focuses on those groups rather than a single query.
Because I generally only have to deal with a few dozen branded keyword groupings rather than hundreds of individual search inquiries, the task is considerably easier.
I always make a note of the following when planning my plans:
Intent to search
Additional activity, which is mostly dependent on where my site presently ranks for each of them.
For each of the discovered branded keyword groupings, you may take the following action:
- Optimising your current webpage
- Adding a new page to the site
- Creating a blog post
- Creating a new section on your FAQ page
It’ll be covered in your knowledge base.
As you may know, I adore spreadsheets for just about anything since they make data so simple to organise and can even be put into a timetable if necessary.
I separate [cost] and [price] since the search volume for both is so large that they each require their own marketing strategy.
Go the extra mile
When it comes to branded search, the more control you have over each SERP, the greater your chances of attracting brand-aware searchers.
After all, branded SERPs (like any other SERP) are more than just organic links. They frequently contain movies, pictures, and “People Also Ask” results, among other things. It’s also important noting all of the other search elements in your spreadsheet:
As a result, optimising your website for each of these keyword categories may not be sufficient. You may need to do the following to increase your brand’s exposure in branded SERPs:
Video creation and optimisation (as well as host them in more places, other than Youtube).
Image creation and optimisation (as well as host them all over available channels, including Instagram, Pinterest, etc.)
Using content repackaging, you may create and market a wider range of materials.
Maintain a greater number of long-form, content-based platforms, such as Medium and LinkedIn.
Create mini-sites for some of your most popular branded searches (including coupons, reviews, etc.). Namify is a fantastic tool for coming up with unique domain names that you may register:
Furthermore, optimising for Google’s rich snippets is always a smart idea to make your brand-owned search snippets stand out in search. Consider using one of the schema markup types below in your brand-related content assets:
For any page that answers more than two questions, use the FAQ schema. (Here’s when your question research comes in handy)
For instructions, see HowTo.
If you have a video embedded, use this schema.
You’ll also want some or all of your company’s branded search queries to be known to other departments. For example, navigational search queries may indicate significant usability difficulties that need to be addressed, while product-related searches may assist you in identifying product defects that need to be addressed:
Monitor and interconnect
Obviously, you’ll still need links to rank all of your assets at the top of branded SERPs, so it’s critical to properly interlink your assets, especially if you’re optimising for branded search with more than just your website.
Make use of your website’s authority to link to third-party assets. This is the simplest method. You may send links to your other columns and channels from your About page and blog to help them rank better.
Remember to provide a link to your website in the video descriptions.
All of your channels should be linked together, with all of your supplementary columns and accounts included wherever possible.
It might be difficult to manage with so many channels and assets, but it is achievable if you set up your monitoring routine correctly:
Use a position tracking programme to keep track of your positions once again.
Keep a watch on all of your links with tools like LinkChecker to ensure you haven’t lost any.
Keep an eye on the branded search traffic you’re getting. Google Search Console is a simple and free way to accomplish this. To see if you’re on the correct road, just restrict your inquiries to your brand name and compare them to the prior period:
Branding has several advantages, including increased conversions and income. However, it also brings with it a threat that few businesses are prepared for: the rapid growth of branded search. As more individuals conduct online research on your brand, you must continue to improve your branded search optimisation approach.
As a result, optimising for your branded search is an ongoing work (as we all hope your brand grows), but the steps above should help you identify and apply it clearly.