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
-
Google+ SERP Visibility For Non Branded Keywords
Hi, I've noticed that a competitors Google+ box is appearing on the right hand side of the Google UK SERPs for a non-branded keyword (open air balustrade). Please see attached image. I've always thought that the Google+ box would only be displayed in the SERPS for branded keywords. How is this Google+ box appearing for non-branded keywords? How can we improve our chances of our Google+ box being shown instead? Many thanks in advance, Lee. vDm914D
Branding | | Webpresence0 -
Re-Branding Website
Hi everyone! I'm currently in the process of re-branding a website, and am really worried about the SEO consequences of doing so... The site I'm working on has recently been seeing a large increase of organic search traffic (almost 25% each month for the past 3 months) and I want to do my best to avoid screwing that up in the process of changing the aesthetic of the site. A couple specific questions I have are: Does changing the stylesheet, but none of the on-page content affect SEO? Would condensing menu items (i.e. putting all services under 1 item named "services") have a positive or negative effect? Neither? Any advice, tips, or previous experiences on this would be greatly appreciated! Thanks!
Branding | | Derrald0 -
Change Brand Spelling after 8 years
After changing my complete site, citations, etc to a certain brand spelling--capitalize the first letter, I am being asked to add another capital in the spelling. Could this affect customer usability or ranking in any way? i.e. Mozcon to MozCon Thanks.
Branding | | RoxBrock0 -
Site Disappeared For Exact Match Search?
Can anyone help me figure out what is happening to a site I recently set up? The site is http://intervalmanagementgroup.com/ and it completely fell off for an exact match brand name search of "Interval Management Group". It had been climbing to the top spot on page one shortly after launch and has now disappeared from Google while Bing and Yahoo seem to have no problem with it. . . Any insight is much appreciated!
Branding | | TroyAIE0 -
New Product. New Brand. Gmail/Authorship Questions. Need Advice.
I'm in the process of developing a new product and brand name and would like to create all the social media accounts (FB, Twitter, LinkedIn, etc), including G+ and want it to have it's own Gmail ID like ABCXYZ@gmail.com, so I can set up all accounts using this Gmail ID and if needed down the road, have someone else help manage the accounts so they have that login and my my main Gmail login. My question is, does Google frown upon setting up new Gmail IDs under the same name "Patrick McCoy" as I have my name tied to my personal Gmail account and my company's Gmail account "whiteboardcreations@gmail" both with G+ pages and URLs of /+PatrickMcCoy1 and /+PatrickMcCoy2 respectively. I'd like to have Authorship associated with the new product website and also want the new product to have it's own G+ Business Page to post updates, info, etc., which is why I'm getting a little confused on how I'd do it the right way, What would you do or does it really matter... can my new Gmail account of ABCXYZ@gmail just be /+PatrickMcCoy3 which is associated to my new product/brand name? Thank you and look forward to the feedback!
Branding | | WhiteboardCreations0 -
Branded Domain Names - Keep or Sell?
Hey guys! My company is sitting on a number of branded domains to ensure we have control over the URL in case we ever want to do anything with them and/or to protect brand integrity. However, we are sitting on a total of 24 domains, which seems somewhat excessive. What are you thoughts about .info and .net domains? Or keeping branded domains in general? Is there a good rule of thumb to follow? We have a few up for renewal soon, so it'd be terrific to get your thoughts! Thanks much, Clarissa
Branding | | okatieo0 -
Need to create more profile pages for my brand, any suggestions for strong sites that will rank high? Done the obvious ones like Twitter, FB and Linkedin
I am looking for sites that will rank high in SERP's for my brand name, any suggestion would be great. I am not looking for links from these sites.
Branding | | PottyScotty0 -
Branding exact match keyword domain
We have a keyword domain name that we'd like to show up in Google stores or brand suggestion. We used this exact keyword domain name for years to sell our products but now want to take it one step further and have the domain name show up in Google suggested brands or stores. We just filed for a TradeMark in the URL (they have about 57,000 domain names with active trademarks in their database). How do we get Google to recognize this domain name as either a brand or a store? Has anybody seen an example of a store or brand with a .com or .net in Google brands or Google stores? It may be that don't even allow URLs to show. Thanks
Branding | | mozworks0