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Wednesday, August 10, 2022

How Branded Search Optimization Drives Better Conversions

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Search Optimization
Search Optimization

Brands are everywhere in modern commerce. Even in these days of uncertainty, the importance of branding is not going to go away.

Because of this, working on my brand has become more important to me as an SEO specialist. The first thing people do when they want to buy something from a specific brand is type their name into the search box, and this is where SEO comes in.

While this article focuses on branded search, I am not ignoring non-branded keywords as they are also important in a good SEO strategy. I assure you they are! However, branded keywords are often neglected in SEO and should be a priority if the search volume for the brand is greater than 0.

So let’s take a look at how I conduct brand search and help optimize the company’s website for branded keywords.

What is brand search?

While we are all tied to our homes, we have more time to explore brands and their values. People make fewer purchases on the go and take time to learn more about brands. They are Google brands that they have heard about and compare their products, offers and social impact.

And that’s where many e-commerce brands are lagging behind. Consider the search query “[your brand] reviews,” for example. Would my site appear in the first search results? Would I like it to be there? You can bet he would.

People looking for reviews of some brands can be hot leads as they know the brand but want to read other people’s opinions. People making these branded search queries are likely one step away from conversion, and relevant site pages can guide them there.

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So let’s discuss how to make brand search part of your SEO strategy. When someone performs a search query using a brand or product, it is called a brand search. Anything like “[your brand] reviews”, “[your brand] alternatives”, “[your brand] customer support” or just “[your brand]”, etc.

These searches are very important because they are “high intent.” That is, the potential customer is very close to conversion: they already know the brand and most likely they are comparing it with others or need confirmation to choose that particular brand.

To further convert those searches, marketers need to drive visitors to pages with information that proves this customer is the right one, considering price, quality, or brand values ​​compared to their competitors.

When I see brand queries appearing in Google Search Console – Performance – Search Queries, I know it’s the right time to optimize the website. That’s why this part should be controlled for startups, as you don’t want your competition to steal the conversions available through well-optimized (and biased) pages called “[your brand] alternatives.”

1) Conduct keyword research

While Google Search Console is a great tool for many SEO tasks, it’s simply not enough to properly research keywords. There are too many specialized tools, but I usually use SE Ranking and its Keyword Suggestions tool.

The tool displays traffic volume and keyword difficulty, as well as competition rate, CPC, and many other important factors. Also, you can offer similar or related keywords to expand the semantic core. Therefore, I will take this service as an example in this article.

So we need to analyze a brand as an example, I will use Iberia for our sample research. Simply go to the “Keyword Research” section in the SE Ranking tool, type in the brand and select the location.

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The first section you should review is “Keyword Suggestions”. This is where you will find all the more or less popular search queries that contain the brand name.

 

There you will see three sections: Similar, Related and Low Search Volume:

  • Similar – These are the search queries that contain a brand name and a few other words in different forms.
  • Related – Search queries that have the same page rank in Google and are also close in meaning.
  • Low search volume: Search queries with a brand name that are rarely used in search.

Once I have a list of keyword ideas I’m interested in, it’s time to evaluate them against the following metrics:

  • Search Volume – Shows how many Google searches for this keyword there are on a monthly basis.
  • CPC – The price the marketer must pay to get traffic for that keyword through the paid campaign.
  • Competition – The number of advertisers who have ads set up for this keyword.
  • Difficulty – The internally calculated assessment of how difficult it would be to reach the top 10 search results for that keyword, with 100 being impossible and 1 being really easy.

 

My task here is to find real gems: brand name keywords with high search volume and low difficulty that will bring a lot of traffic with minimal effort.

2) Organize brand inquiries

Now that I have a list of brand keywords. It is better to systematize them in some way:

  • Prioritize them by volume/difficulty. Obviously, the high priority group is the one with high search volumes and low difficulty. You can then decide which is the best option for your SEO strategy and budget: go after the high-volume, high-difficulty keywords or go after the low-volume/low-difficulty group.
  • Break them down by intent: There are several search intents, i.e. Informational, Browsing, Business, and Transactional, to break down keywords based on intents and matching pages. The goal here is to make it so that if a person types something like “Klipsch speakers,” they see the catalog, not the blog posts about the speakers.
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  • Check keyword clustering: Check if some keywords generate very similar SERPs and can be covered by a single landing page related to those “clustered” keywords.

3) Optimize brand keywords with SEO

Now that I have a list of prioritized, intent-grouped, and clustered brand keywords, I start optimizing content for them:

 

  • Ranking for branded search keywords: SERP rankings can change, and often quite radically. It may be in response to competition producing similar pages or due to some technical issues. Marketers need to be vigilant in fixing issues when they are detected and keeping conversions high.

Summary

Brand search keywords are often neglected in SEO as some think that search engines will rank the brand website well without any SEO effort. This is not always the case, and the people who type the brand name in the search box are the ones who are very close to converting. Therefore, getting them to the website should be a priority.