Brand search queries lead the user to your site. Increasing the number of branded traffic to the site helps to attract a valuable audience and makes it more resistant to changes in search engine algorithms.
In this article, I will tell you what brand traffic is, what its advantages are and share interesting ways to attract it to the site.
What is branded traffic?
Brand traffic is understood as referrals to search queries, which include the mention of a particular company as part of a key phrase (query + company name).
Even in the era of digital dominance, the branding factor continues to play an important role. Moreover, taking into account changes in search algorithms, the value of work in this direction will only grow. The website of any well-known company almost certainly gets most of the clicks on branded queries. This is easy to see with the help of publicly available analytics tools:
Although the focus on integrated traffic growth on general commercial demands plays an important role in the SEO strategy, you should not underestimate the potential of branded traffic. Integrating the vector to increase its share in the strategy of online promotion, a business can get many important advantages.
What are the advantages and how to achieve an increase in attendance by brand inquiries – let’s look further in the article.
Why brand traffic is important, and what the business benefits are?
Regardless of whether you are the owner of a commercial or content project, the growth in the share of search queries on a brand provides a number of important bonuses. Let’s list the main advantages.
Higher position and higher CTR
If the site had at least minimal SEO optimization work, it will always be in the top for queries that include its name. If not in the first place, then at least in the top three. The clickability of the results is also higher compared to the usual search queries. And since the CTR strongly depends on the position in the results of the issue, the return in terms of traffic is very good.
Higher conversion rate
At the request of “English language school smile,” competition will be much lower than just at the request of English language courses. It is understandable because users are looking for a specific brand with which they are already more or less familiar. This fact also increases the conversion rates, because we are talking about further movement through the sales funnel. Such people are already leaning towards a positive decision, and are more likely to order a service or make a purchase. No wonder large online stores make emphasis on brand leveling.
Growth in the share of direct transitions
Some users habitually enter the name of the desired site/company in the search engine, but there are those who immediately enter the actual URL in the address bar of the browser. And if the brand is well pumped, this channel may well take the second place after organic. Such diversity in terms of referral sources is indirectly taken into account by search engines when ranking.
The appearance of natural links
The fame and credibility of the brand lead to the fact that users themselves begin to recommend it to other people; there are mentions in articles and links to other sites. The effect resembles a snowball: the higher the popularity of the brand, the more diverse links to the site, and the better it affects the site’s search rating. Such references to the company, including in social networks, encourage people to navigate to the pages of the site, and all this, again, increases your recognition.
Minimum dependent on changes in algorithms
No matter how the search algorithms change, when entering queries with the company name, users will still receive a link to the official site in the first line. Not to mention the direct type-in traffic, when the URL of the resource is entered directly into the address bar of the browser. This guarantees greater stability, even when discharging is “stormy.”
Improving behavioral factors for the site as a whole
Direct transitions and good clickability on branded queries, if there are a lot of them, begin to positively influence the attitude of the search to the site in general. The influence of good behavioral becomes especially noticeable closer to the top, and in competitive niches.
In a positive way, at least, such indicators change:
- Number of page views;
- Time spent on the site;
- Audience return rate;
- A variety of sources of traffic to the site.
Indirect Impact on Queries without Brand Linkage
If site traffic is large enough, the visibility in the results of a regular keyword search without being tied to a brand is also increasing. Also, the coverage of relevant queries in search prompts is increased.
So far, no one has conducted enough large-scale experiments that would fully confirm this, but many experts can confirm such observations from their own experience.
Modern advancement on the Internet more and more resembles in its essence and goals, classic offline marketing. So it is not surprising that the importance of working to increase the coverage in the target audience is increasing.
Why separate branded traffic from organic?
Let’s look at the question “Why separate branded traffic from organic traffic.” On large projects, brand traffic depends on different types of activity. The launch of advertising on TV can increase the organic traffic on the site by a dozen times, but the SEO specialist doesn’t hit a finger on it. Since we understand how much traffic the SEO specialist led, and how much traffic came from PR activity.
Website is the first thing your customers see when they arrive at your page! Attract the right customers and have higher ROI!
— I Think An Idea (@ithinkanidea) June 21, 2019
Brand search queries, unlike all the others, almost always lead the user exclusively to your site. By including the goal of increasing the share of such traffic in your strategy for internet marketing, you can attract a more valuable audience, increase the number of conversions, and do.
Increasing the visibility and the number of references to your company in different directions, you work for the future, there will be no result here overnight. But this job is definitely worth the effort!