Many SEOs tend to focus on unbranded searches that could potentially bring new customers to a business. However, in this Whiteboard Friday, Rand explains the untapped potential of optimising branded queries.
How Your SERP Results Should Look
- The most relevant page should show as the first result for the query. e.g. if a user searches for ‘YourBrand phone number’, your contact page should show as the first result.
- The title and description in the SERP’s result should entice readers to take action and get them as quickly as possible to where the page they are trying to navigate to. Removing unnecessary steps in this process can increase conversions.
- The headline should match the title (or be similar) so users don’t think they’ve been directed to the wrong page after clicking your result – that is a bad user experience.
- Once the user is on the page they wanted to get to, have a look at your visitor flow, and make it easy by using links for them to get to where they would likely want to go next.
How to Achieve This
- Gather your branded keywords that are currently being searched. Despite ‘keyword (not provided)’ for a large number of searches there are still many ways to find these out. You can use Bing analytics, auto-suggest on Google, internal site search queries and of course the, 10% of keywords Google Analytics does provide.
- Conduct Google searches for each of the branded keywords you have collated. To do this, insert the keywords into this URL below, and make sure you are logged out or using incognito mode: www.google.co.nz/search?q=your+brand+keyword&GL=US
- Make a list of any results from searches conducted on these keywords, that don’t produce the best result for the query.
- Now that you know which results need some work, order these by either search volume or the traffic to the page and begin improving these for branded search queries.