Published on March 4, 2014
Brand Search on the Internet February, 2014 Brands are not doing enough to claim their righ2ul place on the Internet!
Overview Brand Familiarity and Loyalty are key goals of large companies. Brand Loyalty is the result of long tenure, great products and services, and carefully executed marketing campaigns. Broadcasting and maintaining Brand image in the public eye is supported by large marketing budgets. This paper looks at how a Brand positions itself on internet search engines and argues the case for full first-page ownership. Brand Attainment from Search Brand searches on Search Engines (e.g. Google, Yahoo and Bing) have historically brought in the vast majority of visitors to company websites. On average the majority of natural (not Paid [PPC]) searches that bring traffic to a website are branded terms. [Brand Name] search remains the top visitor query for the vast majority of websites. Brand associated words such as [Brand + Product] and [Brand + Service] tend to be the second largest category of traffic drivers. Followed lastly by non-branded product or service related search terms. Marketers from strong brands are pursuing the 60 to 40 percent ratio of branded and non-branded traffic (source: search engine watch) Natural Search Traffic Branded Search 60% Brand Search on the Internet – Marcos Richardson -‐ TDC NonBranded Search 40% Page 1
The Value of Branded Search A further important point is that branded terms also tend to drive the greatest conversions. Bounce rates are, notably lower for Brand search than non-brand search (which can be as high as 80%). Natural Bounce Rate 20% 80% Non-‐Branded Search Branded Search … and, typically, branded traffic is cheaper and converts at a higher rate than non-branded traffic as the searchers are seeking out your brand (which, from inception, demonstrates a stronger intent to purchase from you). …furthermore… Research suggests there is a clear statistical advantage in securing the click from a searcher if the website holds more real estate on a search engine results page (SERP). The Multiplier Effect 1 + Brand Search on the Internet – Marcos Richardson -‐ TDC 1 = 3 Page 2
Taking control of your Brand Search ownership Big brands should settle for no less than full first-page ownership on search results for their Brand Name. Page 1! 90% Page 2! of searchers do not go beyond the first page of search engine results Source: Chitika 2014 Taking Control of your Brand Search Ownership 1 Get the basics right by optimising your Title and Descriptions tags 2 Claim your digital assets, such as your YouTube channel, Places Map, G+ account 3 Make sure your content strategy encompasses Social 4 Make sure all search engines are being optimised for 5 Keep your wiki information up to date 5 Place ads in knowledge graph when available Brand Search on the Internet – Marcos Richardson -‐ TDC Page 3
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