Ruth Burr Reedy - “SEO: Branded Traffic is Your Business”

@ruthburr#ConfluenceCon

SEO: Brand Traffic is Your Business

Confluence Conference 2015


HAS THIS EVER HAPPENED TO YOU?


Yay!


How much of that was

branded traffic, though?



This Chart is Made UpBut the Pain Is Real

Keyword Traffic(not provided) Most of itBusiness name A good chunkBrand term Sizable quantityMost bestest keyword Some


Page TrafficHome page Most of itAwesome blog post SomeProduct page Lil bitOlder blog post Not so muchEtc. Small amountYou get the idea So wee


What do I pay you for?



FIRST OF ALL


This is Not How People Search


The Sales Funnel

AwarenessInterest

ConsiderationIntent

PurchaseRetention


Link OutreachContent Marketing

Topical AuthorityUX

CROPersonalization

The Sales SEO Funnel


HOW DO YOU BUILD A BRAND?


Understand the Customer Journey


Engage



Build Authority



Publish and Promote Content



Provide a Good Experience



Differentiate



MEASURING SUCCESS FOR BRANDED SEO


Change Attribution Models

Image source: Search Engine Roundable

https://www.seroundtable.com/gogle-search-funnels-attribution-modeling-tool-18054.html


Invest in CRM


Google Trends

Brand terms“[brand] + [keyword]”

“[brand] sucks”Prominent employee’s name


Brand Mentions


Brand + Keyword

http://keywordtool.io

http://keywordtool.io/


CTR from Search


Amplification



Bounce Rate/Pages per Visit



Heck Yeah, Direct Traffic!



That’s what you pay me for.


BOOM.


Thank You!

Ruth Burr Reedy - “SEO: Branded Traffic is Your Business”

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Transcript of Ruth Burr Reedy - “SEO: Branded Traffic is Your Business”