In the world of search engine optimization (SEO), there are countless tactics to consider, from on-page optimization to link building and more. However, one tactic that is often overlooked is branded search queries. Improving your branded search can not only lead to an improved user journey for new and existing customers but also be an easy win for SEO. In this article, we will explore the importance of branded search and how you can improve your branded search queries.
Branded Search Queries
Branded search queries are queries that include your brand name or other branded terms, such as your products, services, or industry-specific terms. These queries are important because they signal that users are already familiar with your brand, which means they are more likely to convert into customers.
Improving Branded Search Queries
Here are some tactics to improve your branded search queries:
Branded + Discount Code
Discount codes are a great way to attract new customers, but it can be frustrating when affiliates take their last click commission cut. To own your discount code search results, create a landing page that details current and previous codes. Use it as an opportunity to capture email addresses or message visitors.
Branded + Reviews
Review platforms often rank for branded review queries. To prevent bad reviews, add a page to your website and embed platform reviews if required. Using messaging or customer support chat popup can also help.
Branded vs Competitor Brand
Creating “vs” pages can help prevent customers going elsewhere or drive new customer acquisition. Providing helpful factual unbiased landing pages will help build trust and transparency.
Branded + Logo/Images
Creating a dedicated landing page for company images can potentially drive links to the image source. Add a message to journalists if they wish to contact or cite your brand.
Branded + Returns
Ensure your returns policy is linked internally with its own page and not buried amongst other brand policy text.
Branded + Size Chart
There are affiliates dedicated to this niche, so create a dedicated “size” area, splitting out categories as shoes, gender, age groups. Transparency in sizing builds customer trust.
Branded + Black Friday
Get your Black Friday page ranking early to beat out the competition. Journalists will be trying to last click your queries on the biggest shopping day of the year, so make this page evergreen.
Branded + Opening Hours/Telephone Number
Google does a pretty good job at locating these, but it can often get numbers mixed up, such as new business vs. existing customers.
Branded + Sales
Most ecommerce websites have sales pages, but newspapers will try and rank for these queries during peak periods. Don’t change sales URLs often.
Branded No Landing Page Required
Own your “knowledge graph” box, the area down the side of the branded search query. Claiming “control” of this panel allows you to represent your brand/messaging clearly.
Branded + Collaboration Campaigns
Ensure you have campaign/offer pages ranking organically. If you don’t, you will be losing clicks to affiliates or competitors.
Who? What? When? Where? and Why? + Branded
Use tools like AlsoAsked and Keywords People Use to mine Google real-time branded queries/questions.
Use Semrush to Filter for Your Branded Queries
Finally, use Semrush to filter for your “branded queries” that are not ranking in first position. This will help you identify areas for improvement.
Conclusion
Improving your branded search queries is an often overlooked but important tactic for SEO. By focusing on branded search, you can improve the user journey for new and existing customers and create an easy win for SEO. Use the tactics outlined in this article to improve your branded search queries and drive more traffic to your website.