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
-
When should i use 'Generated search clicks'?
Dear MOZ Community, When should i use 'Generated search clicks' (Links to google site results with your site results) in my content? Instead of direct links or ads to my site? For instance: I'm posting on social media or in a newsletter about a Top 5 OLED tv's.
Branding | | TimThijsse
Should i use a direct link to my Top 5 OLED page or should i use a link to search results on my page? https://www.plattetv.nl/categorie/top-5-oled?utm_source=social&utm_medium=post&utm_campaign=Top-5-OLED
or
a search-click generator: https://www.google.com/search?q=plattetv.nl+top-5-oled Best regards, Tim Thijsse1 -
Help! Odd SERP results on two branded terms.
We have had the ODDEST thing happen to our Branded search. Last week we started seeing our Women’s subdomain (women.duluthtrading.com) outranking our main Duluth Trading domain (duluthtrading.com) on searches for “duluth trading co” and “duluth trading company”. Sample of odd results page: http://screencast.com/t/cKgkaYc1 As you can see- our Women's sub domain is ranking #1 then our main domain, THEN what used to be our organic site links are now listing 3-6. If you search for "duluth trading" though, you will get the typically results page: http://screencast.com/t/qGLDWiM0f We have been trying to figure out how or why this has happened. Our website went out for 30 minutes on January 4th. We thought maybe that is what happened but it has now been 7 days. Any help or suggestions would be great!
Branding | | sderuyter0 -
How to get an Updated Logo in Search Results?
I'm having trouble getting a new logo in search results. My company, RealSelf, updated our logo over a year ago and both Google and Bing continue to show our old logo in image results. Worst of all, this means that when people look for our logo, they find the wrong one and include that in new, external content. Here's a list of what we've tried: We've modified all the logos on our site with the new one (not including a few PDF whitepapers from before the redesign Added schema.org logo and organization markup Featured a high resolution image on our "Logos" page (top result for "RealSelf logo") Verified wikipedia has the proper image Modified all social profile logos: Twitter, Facebook, G+, etc.. Begun outreach efforts to have high ranking image results update our logo I'm wondering if there are other ideas besides getting more creative/successful with our outreach tactics?
Branding | | RealSelf0 -
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 -
The pros and cons of subdomain or new domain for a new brand?
Hi there Moz experts, We're launching a new brand and product offering for a completely different audience than we've worked with before. We're expected a significant amount of business to come from inbound marketing, so we're wondering whether we should launch the new brand as a subdomain of the parent company or as a completely separate domain. The parent company's website has thousands of inbound links and is over 10 years old, so I'm thinking in the short term it would be easier to get new content ranked there. However, in the long term I think it would be better for the new brand to have a separate TLD. Thoughts or other things I should consider? Thanks!
Branding | | EveryActionHQ0 -
How to market a brand when the brand name is constantly changing?
I work in an industry where companies are often being bought up by other larger companies. When this happens, there is often a change in the company name to incorporate the parent company name as well. My company is a distributor of these products and I'm wondering if there are best practices for marketing both the original brand name and the new brand name for the same product? We're trying to avoid any duplicate product detail pages, so dynamically generating the same page for two different names is not ideal. Anyone have any tips? Thanks!
Branding | | GalcoIndustrial0 -
Naming a brand & domain
Hi Experts, We are selecting a brand name and domain for a new ecommerce website. The major keyword in this industry is lets assume xyz. It is by far the most searched keyword in this industry, but it just sounds horrible for branding purposes. For SEO purposes how important is it to keep that keyword in the domain / brand name? can we make up for the lack of that keyword in the domain / brand name if we decide to pick a brand name that does not have xyz in it? Thanks for the help 🙂
Branding | | TVape0 -
Is Google having trouble determining between two of my brand sites
I have a couple brand sites that our company uses and a couple of weeks ago one started to suddenly show up in the #1 position while searching for the other site via its brand. If I search for "collegexpress" our other site careersandcolleges.com is in the #1 possition. If I search for "collegexpress.com" it shows carrersandcolleges.com's title and description but links to www.collegexpress.com Could I have something messed up or is google confused with our two sites? In the past I am told that CollegeXpress referred to the careersandcolleges.com page but that has been there for many many years and this SERP change only started to show the first week in march of this year. I looked and there are a handfull of anchor text links from external sites using some form of the "CollegeXpress" brand linking to www.careersandcolleges.com but not that many, and they are not new. If I do a search the other way for "careersandcolleges" I see it correctly return is own site #1 but www.collegexpress.com is shown to me as #3. I checked and we dont have any redirects or mod rewrites between the two sites. They are on two different IPs Any help that can point me in the right direction would be greatly appreciated. Thank you.
Branding | | GeorgeLaRochelle0