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What Is Branded Search & How to Increase It

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What Is Branded Search & How to Increase It

Similarly, Moz has made a name in the SEO space as a thought leader by creating comprehensive SEO resources and engaging the audience with educational content that makes SEO strategies accessible and implementable.

The result?

By nurturing a community and consistently delivering top-notch content, Moz cemented its authority in the SEO space and witnessed remarkable growth in its customer base.

2. Make branded backlinks work for you

As part of your well-rounded SEO plan, you should invest more effort in obtaining high-quality backlinks.

Backlinks serve as trust signals for search engines like Google, indicating that your site is a credible source of information. When a high-authority website links to your content, Google sees it as an endorsement and might rank your site higher in search results.

While obtaining branded anchor backlinks (backlinks that contain your brand name in the anchor text) is crucial, ensuring these links come from credible sources is equally important.

Associating with websites known for link-selling can damage your website’s reputation. You can try out tools like Linktegrity and Moz’s Spam Score to check if a site is known or suspected of engaging in link-selling and to decrease spammy links pointing to your site.

For most link-building campaigns at Jolly SEO, we implement two services:

1. Journalist outreach: One of the core services we focus on:

  • Pitching stories or content to journalists.

  • Earning high-quality backlinks from reputable publications using Connectively (formerly HARO), ProfNet, Featured, and Help A B2B Writer.

  • Boosting the client’s Domain Authority

2. Whitehat link building: Backlinks should be earned, not bought. In doing so, we rightfully obtain branded anchor text backlinks. With the right effort, this strategy proves exceptionally effective.

Over the past year, the Jolly SEO team has sent over 75,000 tailored email pitches. We’ve reached out to publishers who recognize and value the Experience, Expertise, Authoritativeness, and Trustworthiness (E-E-A-T) of the content we create. As a result, our clients have achieved increases in organic traffic ranging from 250% to 1,200%.

3. Put more effort into brand marketing

To attract more people to your site and have them recognize your brand, it’s essential to utilize all your marketing methods.

Since people engage with various types of media, it’s crucial to promote your brand across platforms where your audience is active.

“Branded search is the byproduct of word of mouth, so the real opportunity is increasing all of those touch-points that digital attribution software doesn’t catch,” emphasizes Brendan Hufford, from Growth Sprint.

Regarding investment in brand marketing, he adds, “Talk to customers to find out where your audience hangs out online and show up there. Sponsor their favorite podcast. Run ads before their favorite YouTube videos. Be active in their favorite subreddits.”

Ben Goodey, the founder of Goodey Marketing agrees and adds, “The best way to increase branded search is to invest in brand marketing.”

For brands with a budget,” Ben continues, “that might mean national advertising campaigns. For most of us, that means investing heavily in quality organic content on social media, podcast appearance, and content marketing.

Your audience engages with various types of media, so you should use different methods to boost your branded search traffic. Why?

When your brand is visible across various platforms like the SERP, forums, social media, and podcasts, people will likely search for your company on Google to learn more about your offer.

Brendan suggests the following tactics to bring your brand in front of the target audience:

  1. Talk to customers to find out where your audience hangs out online

  2. Show up on those platforms to connect with them

  3. Sponsor their favorite podcasts

  4. Run ads on their favorite YouTube channels

  5. Be active in their favorite subreddits.

4. Capture demand to spark brand interest

Driving branded search and creating branded keywords is like generating demand for your product.

When people are already aware of a brand, they are more likely to search for it directly. The real advantage is broadening the brand’s reach and penetrating a larger market.

To capitalize on this opportunity, you need to create new demand.

Usman Akram, Head of SEO growth strategy at Flying Cat Marketing, shares, “Branded search can only be amplified with activities that create new demand. SEO can be used for this if you approach it with a demand creation mindset.”

“For example, if I offer a plugin for ChatGPT, nobody knows about my plugin, but everyone knows about ChatGPT. I’d be creating content around topics such as: Can ChatGPT do X, Can ChatGPT do Y, etc. This will help me gather an audience looking for their own solution, and then I can present my plugin as an add-on, thus creating demand for my product and increasing branded search,” adds Akram.

Following Usman’s unique stance on demand creation with SEO, here are three ways to capture search demand.

1. Nurture customer relationships

When businesses use strategies like personalized messages, loyalty rewards, and providing great customer service, they build lasting connections with their customers.

These loyal customers often interact more with the brand, tell others about it, and keep coming back, which leads to steady business growth.

2. Leverage social media for demand capture

Using social media as part of your strategy to attract customers can increase your visibility and bring in important leads.

By interacting with people on social media, posting content they find interesting, and joining in conversations, you can grab their attention, make your brand more known, and get more people to visit your website.

3. Innovate new products and running experiments

Innovating, launching new products or services, and teaching the market about what makes them special can help you generate new demand that will be easy to capture as you’re the category creator here.

But keep in mind that gaining authority and boosting branded searches takes time. The results of your SEO efforts will only show after you’ve put in a good amount of time and work on marketing your brand.

While we’re on the topic of branded organic search, it’s worth noting that in tough competition, your rivals might bid on your brand name to rank higher than you.

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MARKETING

Boost Your Traffic in Google Discover

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Boost Your Traffic in Google Discover

2. Understand topical authority: Keywords vs. entities

Google has been talking about topical authority for a long time, and in Discover, it is completely relevant. Traditional SEO includes the use of keywords to position your web pages for a specific search, but the content strategy in Discover should be based on entities, i.e., concepts, characters, places, topics… everything that a Knowledge Panel can have. It is necessary to know in which topics Google considers we have more authority and relevance in order to talk about them.

3. Avoid clickbait in titles

“Use page titles that capture the essence of the content, but in a non-clickbait fashion.” This is the opening sentence that describes how headlines should be in Google’s documentation. I always say that it is not about using clickbait but a bit of creativity from the journalist. Generating a good H1 is also part of the job of content creation.

Google also adds:

“Avoid tactics to artificially inflate engagement by using misleading or exaggerated details in preview content (title, snippets, or images) to increase appeal, or by withholding crucial information required to understand what the content is about.”

“Avoid tactics that manipulate appeal by catering to morbid curiosity, titillation, or outrage.

Provide content that’s timely for current interests, tells a story well, or provides unique insights.”

Do you think this information fits with what you see every day on Google Discover? I would reckon there were many sites that did not comply with this and received a lot of traffic from Discover.

With the last core updates in 2023, Google was extremely hard on news sites and some niches with content focused on Discover, directly affecting E-E-A-T. The impact was so severe that many publishers shared drastic drops in Search Console with expert Lily Ray, who wrote an article with data from more than 150 publishers.

4. Images are important

They say that a picture is worth a thousand words. If you look at your Discover feed, you’ll see most of the images catch your attention. They are detailed shots of delicious food, close-ups of a person’s face showing emotions, or even images where the character in question does not appear, such as “the new manicure that will be a trend in 2024,” persuading you to click.

Google’s documentation recommends adding “high-quality images in your content, especially large images that are more likely to generate visits from Discover” and notes important technical requirements such as images needing to be “at least 1200 px wide and enabled by the max-image-preview:large setting.” You may also have found that media outlets create their own collages in order to have images that stand out from competitors.

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

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Everything You Need to Know About Google Search Essentials (formerly Google Webmaster Guidelines)

One of the most important parts of having a website is making sure your audience can find your site (and find what they’re looking for).

The good news is that Google Search Essentials, formerly called Google Webmaster Guidelines, simplifies the process of optimizing your site for search performance.

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Salesforce rolls out new edition of Marketing Cloud for small businesses

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Salesforce summer 2023 release: The business executive's guide

Today Salesforce announced Marketing Cloud Growth, an edition of Marketing Cloud designed specifically for small businesses.

With help from AI, this edition makes it easy for marketers to segment audiences, create and execute email campaigns from text to image, optimize campaign performance and create unified customer profiles. It also has a prompt builder that can store and manage known reliable prompts for organizations.

Dig deeper: 70% of SMB marketers willing to pay more for tools with AI or automation

Salesforce developed the new edition by looking at the most common use cases for which small businesses frequenty don’t have the people or resources. This includes things like personalizing campaigns and advanced testing.

The company is also letting small businesses (those with fewer than 200 employees) that have Sales or Service Enterprise Edition “get started with Data Cloud at no cost.” Marketing Cloud Growth will initially be available in the U.S. and Canada and is expected to roll out to Europe, the Middle East and Asia by the end of the year.

Why we care. First of all, small businesses need all the help they can get. This creates an opportunity to start using AI within a centralized marketing workflow rather than importing content from independent generative AI tools. Perhaps it’s also a sign of Salesforce moving to compete with platforms (can we say HubSpot?) that more overtly court SMB clients.

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