05 Nov How to Build a Branded Search Strategy and Why You Should Do It
Searches that direct people to your brand online from all the possibilities confirm that your brand awareness campaign is working. Online users know your brand, type it into the search box, and are ready to take the next step.
The term “branded search” describes a search engine query that includes your name or brand. Branded keywords are similar to branded searches. Therefore, search terms used for this purpose are called branded keywords. However, due to most search engine optimization efforts being focused solely on non-branded keywords, companies usually choose not to rank for such brand mentions, even though these mentions are easy to rank for.
It is important to note that simply because customers search for your brand names, it does not mean they will find your branded keywords on Google, Bing, and other search engines. A branded search strategy results from anticipation and preparation that leads to optimizing a brand’s position. After raising brand awareness, optimizing relevant site pages to rank #1 for brand keywords, and herding prospects toward the bottom of your sales funnel, you anticipate a surge of high-intent leads.
How do Branded Search Strategies work?
The branded search strategy is usually framed as half the competition, e.g., branded vs. non-branded keywords, but is meant to integrate into SEO strategy. It improves your web presence across major search engines and maps, in addition to online marketplace listings and shopping results.
The branded search involves both organic and paid search tactics, according to SEO experts. It may provide some insight into how your SEO marketing strategy can be improved.
Organic Search
Keywords associated with a brand, such as personal brand keywords, should be claimed and optimized right away. To attract consumers in the consideration, decision, and action stages, they will need to dominate search engine results pages (SERPs). These customers have already done their research and have begun window-shopping. Consequently, they are ready to purchase the right product. Branded keywords should be incorporated into your content strategy for SEO and let them build towards your target.
Paid Search
PPC or paid searches are examples of branded keywords. These are also organic keywords, including those that refer to your products, services, and representatives. However, you must bid for and own them before you can build a brand search campaign. Then, when your target audience searches for your brand name, you can show relevant ads above organic search results. This strategy helps you increase conversions by improving click-through rates. Paying for brand mention services like Google extensions will boost ad performance in addition to winning bids. By applying these tactics to a brand search campaign, you can take advantage of SEO services. To do so, you first need to develop a keyword-based strategy that guides your SEO efforts.
Why do we need a Branded Search Strategy?
Although your organic listing is prominent, it is still beneficial to bid on branded keywords using part of your budget. However, the benefits are not as apparent as bidding on non-branded keywords.
Branded keywords and brand search strategies offer many benefits
Messaging
Organic listings do not allow you to control your messaging. The messaging and links that search engines, like Google, display are determined by their algorithms. An SEO strategy and a healthy site can help, but you can’t control what shows up on Google. Having your brand keywords provides you with the control you need, from how you want your brand messaging to appear for your keywords to add links that may be interesting to your current or prospective clients. Branded keywords can also increase conversions on landing pages since they can be sent to those with the highest conversion rates.
Competitors
Competitive bidding on your branded keywords can result in competitors approaching your customers. Competitors who bid on your company’s branded keywords will appear in plain organic listings alongside your competitors’ best ads. Keep in mind that competitors can choose not to have their ads appear in certain areas. Advertisers can choose to not display ads near similar business establishments or near particular offices. The fact that you don’t have any competitors currently bidding on your terms doesn’t mean they can’t bid in the future. There can be a delay between the moment the bids start and the moment an advertiser notices it, and then there is the average ramp-up time to set up a campaign.
Incremental Clicks
It could be assumed that those clicks would have occurred if there hadn’t been an ad if there had been a prominent organic listing. In their extensive research, Google and Bing found that brand ads supplemented organic listings increased click-through rates. Google states that “On average, 50% of ad clicks that occur with organic results at the top are incremental, meaning they won’t be recovered organically if the ad campaign is paused.”
Bing report states that organic results at the top of search results drive 91% of all clicks while ads drive 60%. Based on these results, we conclude that displaying a brand ad reduces organic click-through rates but increases overall click-through.
Using branding keywords can improve conversion rates and engage your audience while controlling your company’s messaging. The SEO benefits you get may be seen to help lower your click-through rate and conversion rates, although there may be other options to consider.