Capturing Brand Search
-
Hi,
How do you capture as much brand results as possible in search results? I know Mike from Koozai recently did a video about brand reputation, but this is slightly different.
The current issue i'm having that the client's brand name is also a specific geographic destination, hence the confusion in SERP's. This means non-related industries are eating up the client's potential market share and traffic.
My objective would obviously be to capture as much traffic as possible for brand related keywords for the site, so that we can focus more on long tail product terms.
Any help would be appreciated. Obviously re-branding is out of the question.
Regards,
Vahe
-
I would focus on local citations as much as possible and until all relevant places have been covered. While you're at it you will score links as well so probably the best way to start as it's easy and ROI is fairly good. Next step is identifying best branding channels - a very broad and difficult question - I guess your client's budget will be the helping factor and you'll have to decide what to attack first in line with budget size.
Prioritisation is not easy and you will no doubt hit the wall many times before you find the right solution.
-
Basically what you are saying is once you fix all onsite issues and do link building for priority pages, then this should make the site more authoritative in SERP? Would you then say to conduct specifc brand building exercises to cover brand terms which you wish to cover to remove that potential confusion between users looking for the brand name and the location term? I agree with you about prioritisation. Thanks
-
You're about to target a multitude of potential search terms. What needs to happen is series of prioritisation activities. Your work starts of course with on-site review and understanding whether site architecture and the way home page cascades down to other sub-units passes link equity to other pages and if that arrangement is optimal and in line with your priority research.
Tools like GWT can be used to easily extract the highest ranking page for any number of terms. Pages with multiple phrases in serps or in reverse terms and which pages that rank highest for should be the starting point in understanding how to model the site structure - naturally with common sense and user in mind.
Once on-site is sweet, based on whether the content is linkworthy enough you may choose to work on link building towards key pages. Again, you almost never have time and resources to do all at once so prioritisation is the key thing here.
I hope this makes sense.
-
Using combination of Google products - GA, GWT & GKT . Also checked auto suggest from Google search.
How does this related to my initial question above?
-
Looks spot on, and how do you extract value figures for these terms (e.g. search volume, CTRs, conversion rates and values). Do you rely on Google keyword tool only or use any other tools?
-
Selection Criteria :
(1) brand terms (including variations)
(2) broad category product tems
(3) product head terms (type of products)
(4) product specific long tail terms (specific product features + reviews)
(5) specific brand and product terms + location
-
What process did you use in phrase research? (tools, steps, sorting, selection criteria...etc)
-
Keyword is the domain and they are in the retail industry so they offer products. They do rank 1st for their keyword and have sitelinks showing for their listing, but I would think they should dominate the first page as much as possible, instead non-related industries. If there's anyway I can be more specific (without being too specific if you know what I mean) please let me know.
-
If they have problems ranking for phrase with their own brand name, even knowing it's a destination tells me that the domain is probably not as authoritative as it could be. Knowing this I would work on content and link building. I am assuming the KW is in the domain? Your question is quite broad so it's hard to give more specific suggestions. Is destination actually related to their offer, are they product or service based?
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Two companies merging into a new website. How to merge two existing websites into a brand new website and preserve search rankings.
Brand A and Brand B are merging to form Brand C. Brand A has a great search presence (prominent rankings, answer boxes, and impressive organic traffic). Brand B has a good reputation in real life but their web presence was extremely weak (we've been helping with that over the past few months and it is improving). What are the steps we need to take? The previous domains from Brand A and Brand B are going away and we need to promote the newly minted Brand C website. This Q/A summarizes what we want to do but with one exception: They only discuss merging Brand A into BRand B and there is no Brand C.
Branding | | CommandPartners0 -
Why does our Facebook not show up when searching for our business name?
Our Facebook is titled NJ & PA Personal Injury Attorney Richard P. Console Jr., and the url is Facebook.com/myinjuryattorney, and our website is www.consoleandhollawell.com. Because of the different names, we put social schema on our site which we thought would help Google associate the two. It doesn't seem to be working as we are not showing up in the serp's when searching for "Console & Hollawell Facebook" and even "Richard Console Facebook" Could anyone give any insight as to why? Thank you!
Branding | | marketingdepartment.ch0 -
Using PPC in informational searches
What is your take on using PPC to be the "first" result in an informational search when your goal is truly to deliver information, educate, and affect public opinion? I'm following a large bureaucratic non-governmental organization who has a mission to get accurate information to the public -- they have nothing to literally sell, not even donations -- they're a membership NGO, and this is part of their charity mission. They have sat at about 6th place in the organic rankings for years, while other non-profits and for-profit companies on the other side of the issue (that do have something to literally sell to the traffic they generate off this search) rank in the number 2 and 4 spot. Wikipedia ranks number 1. An About.com site generally ranks #3. On related long tail keywords the bureaucratic NGO often doesn't even rank at all in the organic searches -- it's all the opposing non-profits and for-profits dominating those long tail informational searches. Now I'm seeing the bureaucratic NGO is doing PPC to be the first result on the main search and a bunch of long tails. I am seeing some changes in their website, too, to make it less bureaucratic, more user-friendly, less technical and boring, and more visual and interesting. I'm not privy to what they're doing internally, and I'm not sure if they are doing link-building for climbing in the organic rankings. I'm a newbie to SEO - most of my understanding is based on Moz Beginner's Guide, Moz Link guide, discussions on here, and what I find from googling about SEO concepts. I gather from the google searches that I've done that you don't normally try to use PPC to buy first place in informational searches -- that with informational searches, you should be emphasizing quality link building. I'm also not sure how sustainable it would be to stay at the top position by buying the top position through PPC -- although its conceivable to me that this organization could do that indefinitely, because they're not trying to make a profit off these searches, and they're big and got the bucks. Any insights on PPC in purely informational campaigns?
Branding | | scienceisrad0 -
Site Architecture for Sub-Brands
I am working on launching a few industry specific sub-brands for our marketing agency and am trying to figure out the best way to deliver a tailored user experience using subfolders instead of subdomains, if this is indeed the best option... Since I am trying to provide separate experiences, I looking at housing microsites in sub-folders - say /technology or /medical. Each with its own navigation, home page, and industry specific content/blog/portfolio. A couple things I am considering: Will my microsite "home pages" and site pages rank as well in a sub-folder versus if they were actually the primary pages on their own sub-domain? Will separate Wordpress and theme installs and separate primary navigations have any affect on SEO if they are in sub-folders of the same site? Thanks in advance for any input. I really appreciate it!
Branding | | Alaniz0 -
Google + Brand Page for Multiple Locations
We have had our Google Places pages up and running now for a bit, and we are looking to start our Google + Brand page. What is the best way to handle a Brand page with multiple locations? Create a page for each location so we can connect them to their Places equivalent? Create one overall brand page and not connect it to the Google Places? A lot of the information I am seeing is around a year out of date with Google saying "something is coming" but no updates since then, so how have others in similar situations handled it?
Branding | | BeOnAir0 -
Should I create a Google + account for the brand for Rel=Author
Hi, What I meant is should I use the above mentioned account as rel=author for category pages etc? It seems to me improper to use my account (with my picture) in a category page and to show my face in the SERPS for searches like "Toshiba Laptops". On the other hand, if in the SERPS it will show our Logo it might increase CTR... Any thoughts? Thanks
Branding | | BeytzNet0 -
Splitting our main website in Two... What is the fastest way for the new sites to become a brand in Googles eyes.
In a couple weeks our main website (which generates all of the revenue) will be split into two because of a long term branding / identity crisis. So my question is, how can i make sure (besides obvious 301 redirects) that these 2 new fresh urls become a brand as quick as possible in googles eyes? So far i am thinking of things like: press releases, blog posts with brand mentions. I am not ignorant and expect this to happen overnight, but we need a strong foundation to build on, which is why i am asking Anyone got a list / case study / advise so I can really blow it up on launch week? Thanks 🙂
Branding | | Hyrule0 -
Brand(keyword) - dominate on SERP
Hi, I'm opening this topic here, to discuss about brand domination, but maybe more concentrated for europe countries than google.com Write here your suggestions,tactics, and more about social profiles and mini-blogs. For example, if we like to dominate for keyword "seomoz" than we will take some social profiles and miniblogs with seomoz, but write mroe about tactics to rank this profiles and miniblogs higher. Not only to create, but what kind of things to do regularly to have this profiles on top #10. ( miniblogs i mean like user.wordpress.com, user.blogger.com, user.tumblr.com etc.. ) Write here your tactics, but only if you are experienced on this! Thanks.
Branding | | leadsprofi0