The importance of branded organic search traffic cannot be overstated. In fact, for many marketers and business owners, this form of traffic is often the highest contributor to website visits.
The rationale behind this is pretty straightforward too; effective brand marketing increases familiarity, awareness and trust. The truth however is that there are deeper layers to explore when it comes to understanding its significance in the broader SEO strategy.
The Relationship Between Brand Marketing and Traffic
At its core, branded search traffic emerges when consumers actively seek out a specific brand. Makes sense. This phenomenon is not limited to industry giants; small businesses can also benefit significantly from building their brand.
As customers become familiar with a brand’s marketing efforts, products, and services, they are more likely to engage in a branded search, resulting in higher traffic. In fact, for longer purchase journeys or higher consideration purchases, it’s usually the return visits from branded search that get a conversion, too.
This symbiotic relationship between branding and search behaviour has been well-documented in various studies. According to a report by SEMrush, branded searches often convert at a higher rate than non-branded. It’s undeniable.
So it’s all brand, brand and more brand. That means it’s all down to brand marketing, surely? Not quite.
Although some SEO specialists argue that branded traffic should not be a primary metric for evaluating SEO success, we think a little differently.
They posit that SEO efforts should focus on driving traffic for specific services, products, and content categories. While this perspective holds merit, it overlooks a critical point: all of these efforts inherently contribute to building a brand’s presence and authority. Add content marketing to the mix and authority building in an industry, and the case blows wide open.
The Role of SEO in Enhancing Brand Visibility
SEO isn’t just about attracting traffic; it’s about creating a holistic online presence that enhances brand visibility. Strategies like content marketing, local SEO, and comprehensive keyword targeting all play pivotal roles in this process.
For instance, by producing high-quality, authoritative content, businesses can position themselves as thought leaders in their industry. This, in turn, builds brand credibility and encourages users to seek out the brand specifically, even at the point of purchase, all contributing to branded search traffic.
Local SEO is another avenue that significantly impacts brand visibility. By optimising for local search terms and ensuring accurate listings across platforms like Google Business, businesses can attract local customers who may become loyal patrons.
Research by Moz shows that 46% of all Google searches are local, underscoring the importance of appearing in these search results. Increased visibility in local searches naturally leads to higher brand recognition and subsequent branded searches.
The Importance of Returning Users
On top of attracting new visitors, effective SEO strategies also encourage returning users. When a user has a positive experience with a website, whether through valuable content, ease of navigation, or excellent customer service, they are more likely to return. Again, it makes sense.
This can create a cycle where users not only come back for more but also begin to search for the brand directly.
According to a study by HubSpot, 70% of marketers say converting leads into customers is their top priority, highlighting the importance of user retention. The more satisfied users feel, the more likely they are to initiate branded searches in the future.
All of this says the same thing, and it is that contributions of SEO efforts toward building returning traffic should not be dismissed as mere statistics; they are integral to fostering a brand’s long-term success.
Integrating Branded and Non-Branded Strategies
Recognising the interplay between brand marketing and SEO can provide a more comprehensive understanding of traffic dynamics. Marketers can leverage the strengths of both branded and non-branded traffic by integrating their strategies.
For example, focusing on keyword optimisation for specific products or services can enhance visibility while simultaneously driving brand recognition. Implementing content marketing strategies that address user pain points can not only attract organic traffic but also foster brand loyalty and recognition.
Taking up another notch still, utilising analytics tools like Google Analytics and SEMrush can help marketers track the impact of various channels on branded traffic. By analysing user behaviour, conversion rates, and engagement metrics, businesses can gain valuable insights into how their SEO efforts influence brand perception.
Summary
While it might be tempting to separate branded organic search traffic from broader SEO success metrics, doing so risks undervaluing the integral role that branding plays in overall traffic strategy.
SEO should aim not only to drive immediate traffic but also to build a lasting brand presence that encourages user loyalty and recognition.
Embracing both facets will ensure that businesses are not only seen but also remembered, fostering long-term relationships with customers that extend beyond a single search query.