fbpx

Branded SERP Supremacy: Analyzing Your Branded Search Traffic Share

3 min read

Whether you are an online business proprietor or a digital marketer, much of your time is devoted to refining digital marketing strategies. This often encompasses the continuous development and refinement of techniques to enhance organic search traffic, such as search engine optimization (SEO).

Yet, amid these efforts, one critical aspect of organic search traffic might need to be addressed: branded search terms, such as your company or product’s name.

In this article, I will acquaint you with branded search traffic share and underscore its significance within your marketing strategy. Additionally, we’ll examine how three prominent digital marketing companies navigate and optimize their branded traffic.

 

Unveiling Branded Search Traffic Share: Its Significance and Implications

 

Branded search traffic refers to the visitors directed to your website through branded keyword searches on search engine results pages (SERPs), typically measured over specific timeframes like months or quarters. But why does this metric hold such significance?

Consider a consumer in the market for a digital marketing tool. Initially, they might start with broad searches like “digital marketing tool” or “SEO tool” as they explore options in the research phase of their journey.

However, as they delve deeper and better understand available tools, their searches become more refined. They begin incorporating branded terms such as “MOZ SEO tool” or “Semrush keyword” into their queries.

Now, consider: at which stage is the consumer more likely to convert?

When users search with branded terms, they’ve progressed significantly down the sales funnel and are closer to purchasing. Statistics indicate that conversions at this stage occur approximately 25 times higher than those at the mid to top of the funnel.

This underscores the importance of branded search terms for your brand.

If competitors are ranking on your branded search results pages, they stand a chance of diverting potential customers to their brand. Conversely, when you dominate the share of that SERP, conversions are more likely to be in your favor.

 

Leveraging Branded Search Traffic Share for Business Advantages

 

While renowned brands like Semrush, MOZ, and HubSpot enjoy substantial shares of their branded SERPs, others are less fortunate.

Regardless of your brand’s size, the last thing you want is competitors or other websites dominating your branded SERPs and siphoning traffic away from you.

So, how can you harness branded search traffic share to benefit your business?

Start by assessing your share for top branded search terms. Focus your SEO efforts on words with the least share while consistently optimizing all branded search terms to prevent share loss over time.

Next, integrate branded search terms into your marketing strategy.

Branded search terms serve as potent assets. Yet, not all branded times perform equally well. That’s why optimizing branded terms with the same diligence as non-branded ones is essential. Here’s how:

 

  1. Enhance title tags: Incorporate your brand name into all title tags across your website to enhance visibility for branded search terms on SERPs.
  2. Claim your Google Business Profile: If you have any physical address, seize the opportunity to claim your Google Business Profile. This enables visibility in Google Maps results, even if limited to the city where you operate.
  3. Diversify branded content: Explore diverse formats like images, videos, and news to broaden your reach for branded search terms. Create branded content tailored for different configurations to maximize visibility.
  4. Develop a FAQ page: Address popular branded queries through a FAQ page on your site to enhance the likelihood of appearing in featured snippets.

 

Implementing these techniques alongside a comprehensive branded search term strategy will elevate your branded traffic share. This heightened visibility will increase your brand’s exposure and enhance conversions among consumers further along the purchasing funnel.

 

Concluding Thoughts: Mastering Branded Search Traffic Share

 

While digital behemoths like Semrush, MOZ, and HubSpot don’t completely monopolize their branded SERPs, they do control over 99 percent of the branded search traffic share on those pages.

You can emulate their success by prioritizing your branded search optimization efforts. While it may take time to witness tangible results, the investment in optimizing your branded search terms is invaluable for driving increased brand traffic to your website.

If navigating these strategies proves challenging, consider exploring our monthly SEO packages. Our team of experts is poised to provide tailored assistance, ensuring your brand’s optimal performance in the digital landscape.

Shilpi Mathur
[email protected]