Ta kontakt med oss

SEO

Varför varumärkeskännedom är den femte pelaren i SEO

Publicerad

Why Brand Awareness Is The 5th Pillar Of SEO

Sökmotoroptimering (SEO) is a marketing practice for increasing a website’s organic traffic through search engines.

It consists of techniques in four key areas: keyword and content, technical SEO, on-site SEO, and off-site SEO.

These four areas are typically considered the four pillars of SEO. They work together to help a website rank well on search engines.

However, even as extensive as these four pillars are, an SEO strategy isn’t complete if it ignores brand awareness.

In this article, you’ll learn why SEO marketers should consider brand awareness as the fifth pillar of SEO.

The First Four Pillars Of SEO

Before we look into the fifth pillar, let’s review the first four pillars of SEO:

Keyword And Content

Content rules – and keywords are the foundation of search.

A good piece of keyword-optimized content is the building block of an SEO strategy.

Teknisk SEO

Great content is insufficient if the website hosting doesn’t have a sound technical foundation.

Technical SEO covers areas like indexability and performance of the website.

It ensures a website loads its pages fast, and search engines can easily crawl the content.

Notably, Google has developed a set of metrics called Kärnwebben Vitals to measure a web page’s technical performance and usability.

On-Site SEO

This pillar helps search engines understand the page’s content by creating a better hemsida structure and its pages.

Site navigation hierarchy, schema markup, page titles, meta descriptions, heading tags, and image alt text are tools to create an easy-to-understand website and page structure for search engine crawlers and visitors.

Off-Site SEO

Having great content and a great website is just the beginning.

A website can’t rank well on search engines if it lacks authority and doesn’t garner trust in its subject domain.

From the onset, Google uses the amount and quality of bakåtlänkar as an indicator to evaluate a website’s authority.

Nevertheless, even as far-reaching as these four areas appear in creating a search-optimized website, they can only help drive part of your website’s search traffic, i.e., the type of traffic coming from non-branded searches.

Non-Branded Vs. Branded Searches

What are non-branded searches, and how are they different from branded searches?

Branded Queries

They contain branded names in the search terms.

If you’re Apple Inc., the search term “apple” is a branded term.

Yes, Google knows you’re looking for the company founded by Steve Jobs and Steve Wozniak rather than the fruit. Moreover, “iPhone,” ‘iPad,” and “MacBook” are also branded terms.

Branded searches are conducted by people looking for information, especially about your brand or products.

Non-Branded Queries

On the other hand, non-branded queries don’t contain any branded name in the search terms. Again, for Apple Inc., “laptop,” “smartphone,” and “tablet” are non-branded terms related to its products.

Non-branded searches are from people who may not know about your brand or products but are looking for information about the type of products or solutions you offer.

With this in mind, for a brand as strong as Apple, you may think its search traffic is largely from branded searches. And, for the most part, you’d be correct.

According to Semrush, more than half of search traffic to Apple’s website comes from branded searches.

Why Is Branded Search Important?

Branded search traffic not only reflects the level of interest of a specific brand, but also has higher commercial intent and a higher conversion rate.

Generally speaking, non-branded search traffic feeds the upper part of the marketing funnel, and branded search traffic feeds the lower part of the funnel.

A brand needs to grow both types of traffic to maintain a healthy and growing business.

Image created by author, August 2022

That said, most businesses don’t have the level of brand recognition like Apple’s.

What can marketers do to drive branded search traffic to a website?

Different Traffic Drivers For Non-Branded And Branded Searches

As illustrated by the formula below, search traffic is driven by two factors: keyword search volume and clickthrough rate (CTR) on the search engine results page (SERP).

A website with high aggregated keyword search volume and clickthrough rate will have high search traffic.

Search traffic = Keyword search volume * Clickthrough rate

Wait a minute! Where does keyword ranking fit into the equation?

Keyword ranking is, in fact, a critical factor in determining the clickthrough rate.

The higher your keywords rank, the higher the clickthrough rate you get.

According to Advanced Web Ranking, position #1 on Google can have a 38% CTR. CTR drops to about 5% on position #5 and stays around 1% or below after position #10.

Bearing that in mind, how do the four pillars of SEO contribute to a website’s search traffic?

They help a website increase its search traffic in two ways:

  • Maximizing the aggregated keyword search volume through keyword research and targeting.
  • Improving keyword ranking to achieve a higher SERP clickthrough rate through valuable and keyword-optimized content, technical SEO, and on-site and off-site optimization.

Nevertheless, the problem is that these SEO techniques work on mostly non-branded searches only.

They have limited effect on branded search, because branded search and non-branded search have different traffic drivers.

Non-Branded Traffic Driver

For non-branded search, a website can harvest a virtually unlimited amount of keywords and aggregated search volume.

The main lever of non-branded search traffic is improving your target keywords’ ranking to gain a higher clickthrough rate and capture a larger share of the search clicks.

Branded Traffic Driver

For branded search, assuming your website is already ranked No. 1 for your brand name (if not, you need to fix this problem first), ranking is generally not an issue.

As the brand owner, you always have an advantage on Google for your branded keywords.

The main lever of branded search traffic is simply increasing your branded keywords’ search volume.

However, the first four pillars of SEO have little effect on getting more people to search for your brand or your products.

As a result, they are ineffective on branded search.

How To Grow Brand Awareness & Branded Search

In short, branded search traffic results from a brand’s awareness and interest.

People wouldn’t search for your brand if they didn’t know or have any interest in your brand or your offerings.

To grow brand awareness and interest, you need to increase a brand’s visibility to its potential customers, develop authority, and garner trust for the brand.

Innehållsmarknadsföring and the growth of non-branded search traffic could help increase brand awareness.

However, solely relying on people coming to your website to learn about your brand and offerings won’t take you very far.

To grow brand awareness at scale, marketers need to bring their brand to their potential customers. You can’t just wait for them to come to you.

Luckily, there are plenty of tools in the digital marketing arsenal to help marketers build brand awareness, including reklam-, influencer marketing, customer marketing, and digital PR.

Reklam

At AdRoll, we classify reklam- into two categories: retargeting and brand awareness campaigns.

As the names suggest, retargeting campaigns target people who have engaged with you (e.g., visited your website), and brand awareness campaigns target potential customers who have not yet interacted with you.

Marketers can choose from several targeting methods to bring your brand to potential customers.

Contextual Targeting

Contextual targeting is one of the oldest reklam- targeting methods.

Think of a hotel chain placing its ads in a travel magazine. A brand can place ads on websites or mobile apps with content relevant to its products or services.

En stor skillnad mellan innehållsinriktning och andra inriktningsmetoder är att innehållsinriktning inte förlitar sig på personlig information eller beteendedata om målgruppen.

Det är ett mer integritetsvänligt sätt för marknadsförare att hitta och få kontakt med sina potentiella kunder.

Med tillsynsmyndigheter och teknikföretag som tittar på sätt att förbättra konsumenternas integritetsskydd kommer sannolikt betydelsen av innehållsinriktning för annonsörer att öka.

Demografisk och intresseinriktning

Demografisk och intresseinriktning utnyttjar din kunskap om befintliga kunder för att hitta nya kunder.

Anta att dina kunder passar in i ett specifikt demografiskt segment eller är intresserade av vissa aktiviteter eller ämnen. I så fall kan du föra ditt varumärke till potentiella kunder genom att visa annonser riktade mot personer med liknande demografiska egenskaper eller intressen.

Lookalike-inriktning

Lookalike-inriktning liknar demografisk inriktning och intresseinriktning.

Men istället för att manuellt definiera målgruppssegmentet baserat på en lista med demografiska eller intresseattribut – reklam- plattformar använder maskininlärningsteknik för att hitta målgrupper som ser ut eller beter sig på samma sätt som fröpubliken som tillhandahålls av marknadsförare.

Seedpubliken är vanligtvis en undergrupp av befintliga kunder.

Influencer marknadsföring

Influencer-marknadsföring täcker ett brett utbud av taktiker för att utnyttja någon som påverkar dina målkunder för att marknadsföra ditt varumärke och dina produkter.

Redan före den digitala tidsåldern var det vanligt att stora varumärken anlitade kända idrottare eller kändisar för att rekommendera deras produkter. Tänk Michael Jordan och Nike på 80-talet.

Idag är "influencers" personligheter i sociala medier som har byggt upp en anhängare hos en viss publik.

Det stora antalet influencers på sociala medier innebär också att influencer-marknadsföring inte längre är ett privilegium som bara är tillgängligt för de varumärken med djupa fickor.

Marknadsförare kan rekrytera influencers till mycket låg eller ingen kostnad genom att nå ut till dem som har visat intresse eller redan investerat i den nisch du betjänar, inklusive dina kunder (mer om det i nästa avsnitt).

Även om många influencer-marknadsföringsaktiviteter finns i B2C-sektorn, är det också fungerar för B2B.

Kundmarknadsföring

When you shop at an ecommerce marketplace, such as Amazon, you might look at the product reviews before making a purchase decision.

Antalet och betyget på en produkts recensioner är också rankningsfaktorer för produktsökningar på Amazon.com.

Ju fler som recenserar en produkt och ju högre recensionsbetyg desto mer synlighet och trafik får en produkt.

Samma logik gäller även om Amazon kanske inte är kanalen för ditt företag.

För B2B SaaS-leverantörer spelar kundrecensioner på G2, Trustpilot, etc. samma roll.

För varumärken direkt till konsument (D2C), kundrecensioner och delning på sociala medier ger ditt varumärke och dina produkter till nya kunder och hjälper till att skapa förtroende för ditt varumärke.

Ta Halfbikes.com som ett exempel.

Detta D2C-företag från Bulgarien har ett team av varumärkesambassadörer – deras kunder – över hela världen för att marknadsföra sitt varumärke och produkt helt enkelt genom att dela sina erfarenheter på sociala medier.

Några av deras kunder skapade till och med YouTube-kanaler dedikerade till Halfbikes.

Digital PR

Among all the strategies driving brand awareness, digital PR is the one most directly related to SEO. In fact, it’s often considered “länkbygge 2.0.”

Den största skillnaden mellan länkbyggande och digital PR is that länkbygge focuses on acquiring länkar from other websites.

Däremot fokuserar digital PR på att föra ditt varumärke till din målgrupp genom berättelser publicerade i relevanta och högkvalitativa publikationer.

Typerna av berättelser varierar beroende på branscher och ämnen.

Ta Facebooks namnbyte till Meta. I det sammanhanget är ämnet för hur konsumenterna uppfattar metaversen, till exempel, kan vara en intressant historia för B2C-marknadsförare.

Eftersom välkända publikationer vanligtvis har mycket strikta länkpolicyer, prioriterar digital PR varumärkets synlighet och räckvidd, medan länkförvärv är ett sekundärt mål.

Varumärkesmedvetenhet är den femte pelaren i SEO

Ett av målen med en heltäckande marknadsföringsstrategi bör vara att öka ett varumärkes medvetenhet – precis som en heltäckande SEO-strategi bör syfta till att växa både icke-varumärkta och varumärkesbaserade sökningar.

Medan icke-varumärkt söktrafik drivs av sökordsrankning, drivs varumärkessöktrafik mestadels av sökvolymen för varumärkessökorden.

Ju fler människor är medvetna om och intresserade av ett varumärke, desto högre varumärkessöktrafik får ett varumärke.

Med tanke på de olika tillväxtdrivkrafterna för varumärkessökningar och sökningar utan varumärken måste SEO-proffs inkludera varumärkesmedvetenhet som en pelare i SEO.

Fler resurser:


Utvald bild: batjaket/Shutterstock



Källlänk

SEO

Elon Musk delar visionen för "Twitter 2.0"

Publicerad

Elon Musk Shares Vision For “Twitter 2.0”

Twitter CEO Elon Musk reveals six ways he plans to turn Twitter into an “everything app,” which includes longform tweets, encrypted DMs, user-to-user payments, and more.

In a series of slides prefaced with the title “Twitter 2.0,” Musk presented his plans at an internal meeting:

The slides reveal the following goals for the future of Twitter:

  • Reklam as entertainment
  • Video
  • Longform tweets
  • Encrypted DMs
  • Longform tweets
  • Relaunch Blue Verified

Musk published the slides on Twitter without further context, making it difficult to read too far into his plans for the company. However, we can glean some information based on the mock-up screenshots on each slide.

Advertising As Entertainment

Musk plans to make reklam- on Twitter more entertaining, showing an example of an ad from HBO Max that reads like a Buzzfeed quiz.

Screenshot from: twitter.com/elonmusk, November 2022.

The text reads:

“Are you Targaryan, Valeryon, or Hightower?

Like this tweet and I’ll analyze your profile so you know which house you belong to and what role you would have in the world of #LaCasaDelDragon.”

For context, the advertisement is for the show House of Dragons, a spin-off of Game of Thrones.

The ad copy reminds me of those Buzzfeed quizzes where you answer a series of questions to determine which character of a TV show you would be.

The virality of those quizzes leads me to believe Twitter’s direction for reklam- could generate meaningful engagement.

Is this form of reklam- likely to draw in new customers who aren’t familiar with the product already? Probably not, but it could be an effective way to raise brand awareness.

Video

Containing only a thumbnail and placeholder text, the above example doesn’t allow for much speculation about Musk’s plans for video on Twitter.

Elon Musk Shares Vision For “Twitter 2.0”Screenshot from: twitter.com/elonmusk, November 2022.

However, if Musk’s tweets are anything to go by, his plans could include bringing back the short-form video app Vine:

Musk may also be planning to compete with YouTube, claiming he can offer higher payouts. Mr. Beast, YouTube’s most popular creator, is skeptical of that claim:

Longform Tweets

Elon Musk Shares Vision For “Twitter 2.0”Screenshot from: twitter.com/elonmusk, November 2022.

Musk includes a screenshot of Twitter’s Notes feature to illustrate his plans for longform tweets.

Twitter began testing Notes with a limited number of writers earlier this year.

You can see this feature in action by visiting the @TwitterWrites account page and navigating to the Notes tab.

Encrypted DMs

Elon Musk Shares Vision For “Twitter 2.0”Screenshot from: twitter.com/elonmusk, November 2022.

This feature is self-explanatory.

Encrypted DMs are becoming an industry standard for social media sites. Meta introduced end-to-end encryption for its messaging tools in January, and now Twitter is following suit.

Reverse engineering expert Jane M. Wong recently uncovered evidence of Twitter’s encrypted DMs, which suggests the update may be ready to launch soon.

(New) Blue Verified

Elon Musk Shares Vision For “Twitter 2.0”Screenshot from: twitter.com/elonmusk, November 2022.

The upcoming relaunch of Blue Verified will include the following features:

  • A blue ‘verified’ checkmark
  • Priority placement at the top of replies, mentions, and search results
  • See 50% fewer ads
  • Upload longer videos
  • Get early access to new features

The text at the bottom of Musk’s slide indicates the $7.99 per month pricing is a “limited time offer,” suggesting the price may increase in the future unless users lock in now.

Betalningar

Elon Musk Shares Vision For “Twitter 2.0”Screenshot from: twitter.com/elonmusk, November 2022.

Musk’s slide provides zero information regarding his plans for payments on Twitter. However, those plans were already shared earlier this month.

In a call with advertisers, Musk säger he wants to turn Twitter into a digital marketplace where creators can set their own prices for content.

That will allow creators to sell instructional videos, for example, at a price they believe is fair.

To that end, Musk believes this type of payment system will open the door for users to send money directly to other users on Twitter.


Utvald bild: FellowNeko/Shutterstock



Källlänk

Fortsätt läsa




MISSA INTE NÅGRA VIKTIGA NYHETER!
Prenumerera på vårt nyhetsbrev
Vi lovar att inte spamma dig. Avsluta prenumerationen när som helst.
Ogiltig e-postadress

Trendigt

sv_SESvenska