March 3, 2025 • 18 mins
Dive into the vital world of branded search in this compelling episode! We explore how mastering branded search can elevate your business visibility and influence customer perceptions. While many think that simply showing up in search results is enough, the reality is far more nuanced. Discover why it’s crucial to control what appears when customers search for your brand online.
We discuss the critical steps to optimize branded search, starting with comprehensive keyword identification—using tools that not only reveal what keywords bring traffic but also unveil your competitors' strategies. We break down the importance of understanding your audience segments. Tailoring your strategy based on whether you are reaching existing customers or prospective buyers can drastically improve engagement and conversion rates.
Additionally, we tackle the challenge of mismatches between user expectations and search results. Have you ever searched for a brand only to find irrelevant content pop up? These mismatches can turn potential customers away, and we provide strategies on how to avoid these pitfalls. Finally, we delve into how to measure your branded search effectiveness through key metrics, ensuring you are continually improving your online presence.
Are you ready to unlock the full potential of your brand through optimized search? Tune in and join us in navigating the intricacies of branded search! Don't forget to subscribe to stay updated on all our insights!
Thanks for tuning in to Local SEO Unlocked! If you enjoyed today’s episode, don’t forget to subscribe, leave a review, and share it with others who want to master Local SEO. Stay connected with us weekly for more insights on SEO! Until next time, keep optimizing and stay ahead in local search!
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
Okay, so let's dive into something that you might
think you've already mastered.
Yeah, branded search.
Yeah, we're going like waybeyond just hoping your company
name pops up first on Google.
Speaker 2 (00:12):
Right.
Speaker 1 (00:12):
This deep dive is all about making sure you're
showing up exactly when and howpeople expect, no matter where
they're searching.
Speaker 2 (00:21):
I like it.
Speaker 1 (00:22):
And, trust me, there's a lot more to it than
meets the eye.
Speaker 2 (00:24):
What's interesting about branded search is that
it's not as simple as it seems.
Most people think, oh, mycompany will naturally rank for
its own name.
Speaker 1 (00:34):
Right.
Speaker 2 (00:35):
But that's not always the case.
Speaker 1 (00:36):
I see what you mean.
Especially these days, whenpeople are searching on so many
different platforms, it's notjust about having a website
anymore, right?
Speaker 2 (00:43):
Exactly Branded search essentially covers what
appears anywhere when someonesearches for your specific brand
name, whether it's Google, bingor even an AI chat bot like
ChatGPT.
Speaker 1 (00:55):
Wow.
Speaker 2 (00:56):
You want to be in control of that first impression
.
Speaker 1 (00:59):
I'm already starting to see how this is way more than
just a vanity thing.
Speaker 2 (01:02):
Right, let's break it down for our listeners.
Sure, why should businesses ofall sizes really care about
getting this right?
Speaker 1 (01:16):
Because it directly impacts your bottom line.
Okay, optimizing for brandedsearch helps you attract new
customers, keep your currentones happy and ultimately, shape
how people perceive your brand.
Speaker 2 (01:24):
So it's a big deal.
Speaker 1 (01:25):
It's about making sure those online interactions
actually lead to real worldresults.
Speaker 2 (01:31):
Okay, that makes sense, but I have to admit I'm a
bit stuck on the AI chatbotpart.
Can you give an example of howthat even works with branded
search?
Speaker 1 (01:39):
Imagine someone asks a chatbot what are some
eco-friendly clothing brands?
Now, if you're a companyfocused on sustainability, you
better believe your name shouldbe in that response.
Speaker 2 (01:52):
Makes sense.
Speaker 1 (01:52):
It's about being present wherever people are
seeking information orrecommendations.
Speaker 2 (01:57):
That's a great point.
You need to be omnipresent inthe digital world.
So, before we go any further,can you quickly recap what
branded search really means inpractice?
Speaker 1 (02:07):
It's all about the results that show up when your
brand name is plugged into asearch engine or even an AI.
Speaker 2 (02:14):
Okay.
Speaker 1 (02:15):
It's about how visible you are and how relevant
that information is to what thesearcher is actually looking
for.
Speaker 2 (02:21):
Got it, yeah.
So it's not just about showingup, it's about showing up with
the right information.
Speaker 1 (02:26):
Exactly At the right time.
At the right time.
Speaker 2 (02:28):
Now this research from Search Engine Land gets
into something called brandcompounds, which sounds way more
technical than it actually is.
Speaker 1 (02:37):
Right, Right, they're simply searches that include
your brand name plus additionalwords.
Speaker 2 (02:41):
Okay.
Speaker 1 (02:42):
Think customer service, careers, pricing or
even reviews.
Speaker 2 (02:46):
Gotcha.
Speaker 1 (02:47):
These compounds give us a peek into the user's intent
Interesting.
Are they ready to buy?
Okay, looking for help orsizing up the competition?
Speaker 2 (02:57):
So it's like a clue to what the searcher is really
after.
Speaker 1 (03:00):
Yeah.
Speaker 2 (03:01):
And that's where understanding your audience
comes in.
Yeah, the vertical actuallydivides.
Branded search optimization.
Speaker 1 (03:07):
Into three key groups .
Speaker 2 (03:08):
Okay.
Speaker 1 (03:09):
It's not just about keywords.
It's about people.
Speaker 2 (03:11):
Exactly, you have to think about your existing
customers, okay, those who arealready familiar with your brand
.
Speaker 1 (03:17):
Right.
Speaker 2 (03:17):
Then there are the prospective buyers, those who
are actively researching andcomparing options.
Speaker 1 (03:22):
Right.
Speaker 2 (03:23):
And finally, there are the neutral information
seekers.
Speaker 1 (03:26):
Okay.
Speaker 2 (03:27):
Who might not fit neatly into either category.
Speaker 1 (03:30):
Right.
Speaker 2 (03:31):
But are still searching for information about
your brand.
Speaker 1 (03:35):
So you need to think like a chameleon.
Speaker 2 (03:37):
Yeah.
Speaker 1 (03:38):
Adapt your approach based on whether someone's
already a loyal customer.
Speaker 2 (03:42):
Right.
Speaker 1 (03:42):
A curious prospect or just looking for neutral info?
Speaker 2 (03:47):
Absolutely.
Speaker 1 (03:47):
But how do we practically cater to each of
these groups?
So let's start with existingcustomers.
Okay, how can we make suretheir branded searches lead to a
happy dance, not a frustratedsigh?
Speaker 2 (04:01):
Think about the last time you needed to reset a
password.
Speaker 1 (04:03):
Oh yeah.
Speaker 2 (04:04):
Or find a store's opening hours.
Speaker 1 (04:06):
I do that all the time.
Speaker 2 (04:07):
You probably googled like brand name login or brand
name near me.
Speaker 1 (04:11):
Yeah, yeah.
Speaker 2 (04:12):
Right Totally For your existing customers.
It's all about thosepost-purchase needs.
Speaker 1 (04:16):
Okay.
Speaker 2 (04:17):
Make it easy for them to find account details,
support information Right oranything else they might need
after that initial purchase.
Speaker 1 (04:25):
It makes total sense.
Speaker 2 (04:26):
Yeah, keep them happy , keep them happy.
Speaker 1 (04:28):
Keep them coming back for more.
Speaker 2 (04:30):
Exactly.
Speaker 1 (04:31):
Okay, what about those prospective buyers who are
still in the shopping aroundphase?
Speaker 2 (04:36):
Okay.
Speaker 1 (04:36):
How do we make sure we stand out in a sea of search
results?
Speaker 2 (04:40):
These are the folks comparing you to the competition
.
Speaker 1 (04:42):
Okay, these are the folks comparing you to the
competition.
Speaker 2 (04:44):
Okay, think searches like your brand versus
competitor or best product typefor specific need.
Speaker 1 (04:50):
Right.
Speaker 2 (04:50):
They're on a mission to make an informed decision.
Speaker 1 (04:53):
You mentioned top 10 lists earlier.
Speaker 2 (04:55):
I did.
Speaker 1 (04:55):
Aren't those a bit played out these days?
Speaker 2 (04:57):
Yeah, they can be.
Speaker 1 (04:58):
How do you make those stand out and feel genuinely
helpful?
Speaker 2 (05:05):
It's all about providing real value and being
transparent If you're creatingcomparison content make sure
it's objective and data driven,don't just say you're the best.
Speaker 1 (05:12):
Yeah.
Speaker 2 (05:12):
Back it up with solid evidence and address both the
pros and cons.
Speaker 1 (05:16):
Got it.
No more fluff, just real talk.
Yeah, now this third categoryis a bit intriguing.
Okay, those neutral informationseekers, right, they might not
be buying anything, but theirsearches can still be valuable,
right?
Speaker 2 (05:29):
Absolutely.
These could be journalistsfact-checking a story.
Oh yeah, students doingresearch or even potential
investors looking into yourcompany.
Speaker 1 (05:39):
I'm curious why is it so important to focus on brand
compounds specifically?
Speaker 2 (05:44):
Because they tell a story.
By understanding the wordspeople use alongside your brand
name, you gain insights.
Speaker 1 (05:51):
Okay.
Speaker 2 (05:51):
Into their motivations, pain points and
even potential objections.
Wow, it's like having a directline to their thoughts.
Speaker 1 (05:58):
I'm starting to see the bigger picture here.
Yeah, but let's get practical.
How do we actually optimize forall of this?
What are the key steps to makesure our branded search game is
strong?
Speaker 2 (06:08):
yeah, so welcome back to the deep dive.
In part one we talked about whybranded search matters.
Now let's dig into thosepractical steps you can take to
really own those search results.
Speaker 1 (06:18):
I'm ready to roll up my sleeves and get tactical.
The article we're diving intolays out four key steps.
Yeah To optimizing for brandedsearch.
Where do we even?
Speaker 2 (06:28):
begin.
It all starts withunderstanding what people are
actually typing.
Step one is all aboutcomprehensive keyword
identification, and thankfullythere are some great tools out
there to help us.
Speaker 1 (06:40):
Okay, you've piqued my interest.
Which tools should we be addingto our arsenal?
Speaker 2 (06:44):
The essentials are Google Search Console and Bing
Webmaster Tools.
They give you a treasure troveof data on how people are
finding your website.
Through search, you can see theexact queries people are using,
which is way more insightfulthan just guessing.
Speaker 1 (06:57):
So we're talking about real world data, not just
hunches.
But I have a feeling thosetools are just the tip of the
iceberg, right?
Speaker 2 (07:02):
Right.
There are some powerfulthird-party platforms like
SEMrush, rfs and Moz.
They can unearth even morekeywords, including those longer
, more specific phrases thatpeople search for.
And here's the fun part theycan also give you a glimpse into
what your competitors are up to.
Speaker 1 (07:18):
Ooh, competitor insights Now we're talking, so
we can see what keywords they'retargeting and maybe learn a
thing or two.
Speaker 2 (07:29):
Absolutely.
It's not about copying them,but more about understanding the
landscape.
By analyzing their strategies,you might uncover some golden
nuggets, keywords you haven'teven considered that could be
super relevant to your audience.
Speaker 1 (07:37):
Okay, let's say we've done our keyword research and
have a massive list.
Now what?
How do we make sense of allthat data?
Speaker 2 (07:43):
That's where step two comes in strategic
categorization.
Remember those three audiencebuckets we talked about.
Take all those keywords andsort them based on whether
they're more likely to be usedby existing customers,
prospective buyers or thoseneutral information seekers.
Speaker 1 (07:57):
Right, we're sorting and sifting, figuring out which
keywords belong where seekersRight, we're sorting and sifting
, figuring out which keywordsbelong where.
But I have to confess thoseunwanted or uncontrollable
keywords you mentioned beforeare still bugging me.
Can you give me a real worldexample of what those look like?
Speaker 2 (08:11):
Sure, let's say your company went through a rebrand a
few years ago, but people arestill searching for your old
name.
Or maybe you discontinued aproduct that keeps popping up in
search results.
These are things you might nothave complete control over, but
you still need to be aware ofthem.
Speaker 1 (08:25):
It's like those embarrassing childhood photos
that your relatives keep sharingonline, no matter how many
times you ask them to stop.
Speaker 2 (08:31):
Exactly, and just like with those photos, you have
to decide how to deal withthose unwanted keywords.
Do you try to bury them,redirect them to a more relevant
page, or just accept that theyexist and move on?
Speaker 1 (08:43):
You mentioned redirecting them.
Can you give me an example ofhow that might work?
Speaker 2 (08:46):
Imagine someone searches for a product you no
longer sell.
Instead of landing on a deadend, you could redirect them to
a page showcasing your currentofferings.
It's a way of salvaging thosesearches and keeping people
engaged.
Speaker 1 (08:59):
Okay, that makes sense.
So we're being strategic aboutthose unwanted keywords, trying
to make the best of apotentially tricky situation.
Now onto step three,prioritization.
We can't target every singlekeyword under the sun, so how do
we choose the ones that packthe biggest punch?
Speaker 2 (09:17):
It's not just about picking the keywords with the
highest search volume.
It's about understanding intent.
A keyword with lower searchvolume but higher purchase
intent could be more valuablethan a high-volume keyword that
just attracts casual browsers.
Think buy your product versusyour product reviews.
Which searcher is closer tomaking a decision?
Speaker 1 (09:37):
Okay, I'm seeing the light.
It's quality over quantity.
We'd rather have a smallergroup of highly engaged visitors
than a huge crowd.
That's not really interesting.
Speaker 2 (09:44):
Exactly.
You want to prioritize thekeywords that are most likely to
drive meaningful actions,whether that's making a purchase
, signing up for a newsletter oreven just spending more time
exploring your website.
Speaker 1 (09:54):
Now I'm really feeling like a strategic
mastermind.
All right, what about step four?
Remind me, what's the deal withaddressing mismatches?
Speaker 2 (10:00):
This is where we put on our detective hats and look
for any gaps between what peopleare searching for and what
they're actually finding.
Maybe someone is searching foryour pricing page, but landing
on your blog Instead.
These mismatches happen andthey can really hurt your
chances of turning thosevisitors into customers.
Speaker 1 (10:18):
Ouch, I can see how that would be frustrating for
the searcher and a missedopportunity for us.
So how do we go aboutidentifying and fixing these
mismatches?
Speaker 2 (10:27):
Think about it like spring cleaning for your website
.
You need to revisit yourcontent, make sure it's up to
date and make sure it alignswith what people are actually
searching for.
Have your product offeringschanged?
Has your website structure beenupdated?
It's all about making sure thesearch experience is smooth and
intuitive.
Speaker 1 (10:42):
Okay, I'm making a mental note to do a website
audit ASAP.
But you mentioned somethingelse in part, one that I'd love
to dive into a bit deeper thoseAI-generated summaries.
How do those even fit into thepicture?
Speaker 2 (10:53):
Think about it this way Google and other search
engines are using AI to quicklyscan your content and create
those little snippets you see insearch results.
Speaker 1 (11:01):
Ah, yes, create those little snippets you see in
search results.
Ah yes, there's little blurbsof information that supposedly
give you the gist of a websitewithout actually having to click
through exactly now.
Speaker 2 (11:10):
The thing is you don't have total control over
what those AI summaries say, butyou can influence them by
structuring your contentstrategically so it's like we're
playing a subtle game ofsuggestion, with the AI trying
to nudge it in the rightdirection.
Exactly, and that's wherethings like structured data come
into play, which is a fancy wayof saying we're adding some
extra code to our website thathelps those AI bots understand
(11:32):
our content better.
Speaker 1 (11:33):
Structured data.
Ok, I'm intrigued, but I need abit more of an ELI 5
explanation here.
It sounds a bit technical for anon-techie like me.
Speaker 2 (11:43):
Imagine you're organizing your bookshelf.
You wouldn't just throw allyour books in a random pile,
right?
You'd probably group them bygenre, author or maybe even
color code them.
Speaker 1 (11:52):
You know me too well I'm a sucker for a
well-organized bookshelf.
Speaker 2 (11:55):
Well structured data is like creating those
organizational labels for yourwebsite.
You're adding little bits ofcode that tell search engines
hey, this is a product page, orthis is a blog post, or this is
a recipe for the world's bestchocolate chip cookies.
Speaker 1 (12:08):
I'm starting to see the light.
So we're basically helping thesearch engines and those AI bots
make sense of our content, sothey can present it in the most
accurate and appealing waypossible.
Speaker 2 (12:17):
Exactly.
It's all about making surethose AI-generated summaries are
on point and accurately reflectyour brand's message.
Speaker 1 (12:25):
Okay, we've covered a ton of ground here.
I'm feeling way more confidentabout my branded search
knowledge, but there's one pieceof the puzzle I'm still missing
.
How do we know what's working?
What metrics should we betracking to see if our efforts
are actually paying off?
Speaker 2 (12:39):
That's a fantastic question, and it leads us right
into the next part of our deepdive.
Speaker 1 (12:43):
All right data enthusiasts, we're back for the
final part of our branded searchdeep dive.
We've talked about why itmatters, how to strategize and
even how to make friends withthose AI bots that are
summarizing our content.
Speaker 2 (12:54):
And now it's time to put on our analytical hats and
figure out how to measure theimpact of all those efforts.
Speaker 1 (13:01):
I'm all about measuring success.
It's like baking a cake youwouldn't just assume it turned
out perfectly without checkingright.
Speaker 2 (13:07):
Right.
Speaker 1 (13:07):
We need to know if our branded search strategy is
actually making a difference.
Speaker 2 (13:11):
Exactly.
We need to go beyond justhoping for the best.
Luckily, the world of SEO isfull of handy metrics we can
track to see if our efforts aremoving the needle.
Speaker 1 (13:22):
Okay, I'm ready to become a data detective.
What are some of the keymetrics we should be paying
attention to?
Speaker 2 (13:27):
One of the most fundamental ones is branded
search volume.
This simply tells us how oftenpeople are searching for your
brand name and those relatedbrand compounds we talked about.
Speaker 1 (13:37):
So if we see that number going up, it means more
people are aware of our brandand actively searching for us.
Speaker 2 (13:42):
Exactly.
An increase in branded searchvolume can be a good indicator
of growing brand awareness and astronger online presence.
Of course, you also want tolook at where those searches are
happening.
Are they coming from yourtarget audience or from
somewhere completely unexpected?
Speaker 1 (13:56):
So we're not just looking at the raw numbers, but
also trying to understand thecontext behind them.
What other metrics should be onour radar?
Speaker 2 (14:04):
Click-through rate, or CTR for short, is a big one.
It tells us what percentage ofpeople actually click on our
website after seeing it in thosesearch results.
Speaker 1 (14:12):
So it's not just about showing up, it's about
standing out.
A high CTR means people areactually finding our listing
interesting enough to click onright means people are actually
finding our listing interestingenough to click on right Right.
Speaker 2 (14:28):
A strong CTR suggests that your website title and
description are compelling andrelevant to what people are
searching for.
Speaker 1 (14:31):
Okay, so we're tracking search volume and
click-through rate, butultimately we want people to
actually visit our website,right?
Speaker 2 (14:35):
Absolutely.
You want to see an increase inwebsite traffic that's
specifically coming from thosebranded search queries.
It's a sign that your SEOefforts are driving the right
kind of visitors to your site.
Speaker 1 (14:50):
Okay, so we're getting traffic, but how do we
know if those visitors areactually?
Speaker 2 (14:52):
sticking around and doing what we want them to do.
That's where metrics likebounce rate and time on site
come into play.
A high bounce rate means peopleare leaving your website almost
immediately, which couldindicate that the content isn't
what they were expecting.
On the other hand, if peopleare spending a good amount of
time on your site, it's a goodsign they're finding it valuable
and engaging.
Speaker 1 (15:09):
So we're looking for those engaged visitors who are
really taking the time toexplore our content, but at the
end of the day, we want to seethose actions right the signups,
the downloads, the purchases.
Speaker 2 (15:20):
Exactly those are your conversions, the actions
that really matter to yourbusiness, and you absolutely
want to track how many of thoseconversions are happening as a
result of your branded searchefforts.
Speaker 1 (15:32):
It's all about connecting the dots between
those online searches and realworld results.
We want to see a return on ourinvestment right.
Speaker 2 (15:39):
Absolutely.
It's not just about vanitymetrics.
It's about understanding howyour branded search strategy is
impacting your bottom line.
Are you attracting newcustomers?
Are you retaining existing ones?
Are you generating leads?
Speaker 1 (15:52):
This is starting to feel like we're piecing together
a puzzle, but it's not enoughto just collect all these
metrics right.
We need to actually analyzethem and figure out what they're
telling us.
To just collect all thesemetrics right.
We need to actually analyzethem and figure out what they're
telling us.
Speaker 2 (16:01):
You got to.
Analysis is just as importantas measurement.
You need to look for patternsand trends, identify areas for
improvement and figure outwhat's working and what's not.
Speaker 1 (16:11):
It's like being a data detective, looking for
clues that can help us refineour strategy and get even better
results.
Speaker 2 (16:17):
Exactly.
For example, if you see asudden drop in branded search
volume, it's time to investigateDid a competitor launch a new
campaign?
Did you make any major changesto your website, or maybe there
was just a shift in the industrylandscape?
Speaker 1 (16:32):
So we're not just panicking, we're using the data
to figure out the why behindthose fluctuations, and then we
can adjust our strategyaccordingly, right.
Speaker 2 (16:40):
Right.
It's all about being proactiveand using data to make informed
decisions.
The same goes for yourclick-through rate.
If you see a low CTR for aspecific keyword, it might be
time to revisit your websitetitle and description to make
them more compelling.
Speaker 1 (16:53):
So we're constantly iterating, testing and refining.
It's not a one-and-done kind ofthing, right?
Speaker 2 (16:58):
Exactly.
The world of SEO is constantlyevolving, and so should your
approach to branded search.
It's a journey of continuousimprovement.
Speaker 1 (17:05):
Well, I have to say this has been an incredibly
insightful journey.
I feel like I've gained a wholenew appreciation for the power
of branded search.
It's not just about vanity.
It's about creating a seamlessand positive experience for
anyone searching for your brandonline.
Speaker 2 (17:20):
And by strategically optimizing for those searches
you can turn those casualbrowsers into loyal customers,
build a stronger brandreputation and ultimately drive
meaningful business growth.
Speaker 1 (17:32):
I love that.
So, listeners, as we wrap upthis deep dive, remember that
branded search is a powerfultool that deserves your
attention.
By following those four keysteps we outlined keyword
identification, categorization,prioritization and addressing
mismatches and by diligentlytracking those key metrics, you
can unlock the full potential ofbranded search and take your
online presence to the nextlevel.
Speaker 2 (17:51):
And don't forget, the journey doesn't end here.
The world of SEO is constantlychanging, so stay curious, keep
learning and keep experimenting.
Speaker 1 (17:59):
That's right.
We'll be back with more deepdives on all things SEO, but
until then, happy searching.
Okay, so let's dive into something that you might
think you've already mastered.
Yeah, branded search.
Yeah, we're going like waybeyond just hoping your company
name pops up first on Google.
Speaker 2 (00:12):
Right.
Speaker 1 (00:12):
This deep dive is all about making sure you're
showing up exactly when and howpeople expect, no matter where
they're searching.
Speaker 2 (00:21):
I like it.
Speaker 1 (00:22):
And, trust me, there's a lot more to it than
meets the eye.
Speaker 2 (00:24):
What's interesting about branded search is that
it's not as simple as it seems.
Most people think, oh, mycompany will naturally rank for
its own name.
Speaker 1 (00:34):
Right.
Speaker 2 (00:35):
But that's not always the case.
Speaker 1 (00:36):
I see what you mean.
Especially these days, whenpeople are searching on so many
different platforms, it's notjust about having a website
anymore, right?
Speaker 2 (00:43):
Exactly Branded search essentially covers what
appears anywhere when someonesearches for your specific brand
name, whether it's Google, bingor even an AI chat bot like
ChatGPT.
Speaker 1 (00:55):
Wow.
Speaker 2 (00:56):
You want to be in control of that first impression
.
Speaker 1 (00:59):
I'm already starting to see how this is way more than
just a vanity thing.
Speaker 2 (01:02):
Right, let's break it down for our listeners.
Sure, why should businesses ofall sizes really care about
getting this right?
Speaker 1 (01:16):
Because it directly impacts your bottom line.
Okay, optimizing for brandedsearch helps you attract new
customers, keep your currentones happy and ultimately, shape
how people perceive your brand.
Speaker 2 (01:24):
So it's a big deal.
Speaker 1 (01:25):
It's about making sure those online interactions
actually lead to real worldresults.
Speaker 2 (01:31):
Okay, that makes sense, but I have to admit I'm a
bit stuck on the AI chatbotpart.
Can you give an example of howthat even works with branded
search?
Speaker 1 (01:39):
Imagine someone asks a chatbot what are some
eco-friendly clothing brands?
Now, if you're a companyfocused on sustainability, you
better believe your name shouldbe in that response.
Speaker 2 (01:52):
Makes sense.
Speaker 1 (01:52):
It's about being present wherever people are
seeking information orrecommendations.
Speaker 2 (01:57):
That's a great point.
You need to be omnipresent inthe digital world.
So, before we go any further,can you quickly recap what
branded search really means inpractice?
Speaker 1 (02:07):
It's all about the results that show up when your
brand name is plugged into asearch engine or even an AI.
Speaker 2 (02:14):
Okay.
Speaker 1 (02:15):
It's about how visible you are and how relevant
that information is to what thesearcher is actually looking
for.
Speaker 2 (02:21):
Got it, yeah.
So it's not just about showingup, it's about showing up with
the right information.
Speaker 1 (02:26):
Exactly At the right time.
At the right time.
Speaker 2 (02:28):
Now this research from Search Engine Land gets
into something called brandcompounds, which sounds way more
technical than it actually is.
Speaker 1 (02:37):
Right, Right, they're simply searches that include
your brand name plus additionalwords.
Speaker 2 (02:41):
Okay.
Speaker 1 (02:42):
Think customer service, careers, pricing or
even reviews.
Speaker 2 (02:46):
Gotcha.
Speaker 1 (02:47):
These compounds give us a peek into the user's intent
Interesting.
Are they ready to buy?
Okay, looking for help orsizing up the competition?
Speaker 2 (02:57):
So it's like a clue to what the searcher is really
after.
Speaker 1 (03:00):
Yeah.
Speaker 2 (03:01):
And that's where understanding your audience
comes in.
Yeah, the vertical actuallydivides.
Branded search optimization.
Speaker 1 (03:07):
Into three key groups .
Speaker 2 (03:08):
Okay.
Speaker 1 (03:09):
It's not just about keywords.
It's about people.
Speaker 2 (03:11):
Exactly, you have to think about your existing
customers, okay, those who arealready familiar with your brand
.
Speaker 1 (03:17):
Right.
Speaker 2 (03:17):
Then there are the prospective buyers, those who
are actively researching andcomparing options.
Speaker 1 (03:22):
Right.
Speaker 2 (03:23):
And finally, there are the neutral information
seekers.
Speaker 1 (03:26):
Okay.
Speaker 2 (03:27):
Who might not fit neatly into either category.
Speaker 1 (03:30):
Right.
Speaker 2 (03:31):
But are still searching for information about
your brand.
Speaker 1 (03:35):
So you need to think like a chameleon.
Speaker 2 (03:37):
Yeah.
Speaker 1 (03:38):
Adapt your approach based on whether someone's
already a loyal customer.
Speaker 2 (03:42):
Right.
Speaker 1 (03:42):
A curious prospect or just looking for neutral info?
Speaker 2 (03:47):
Absolutely.
Speaker 1 (03:47):
But how do we practically cater to each of
these groups?
So let's start with existingcustomers.
Okay, how can we make suretheir branded searches lead to a
happy dance, not a frustratedsigh?
Speaker 2 (04:01):
Think about the last time you needed to reset a
password.
Speaker 1 (04:03):
Oh yeah.
Speaker 2 (04:04):
Or find a store's opening hours.
Speaker 1 (04:06):
I do that all the time.
Speaker 2 (04:07):
You probably googled like brand name login or brand
name near me.
Speaker 1 (04:11):
Yeah, yeah.
Speaker 2 (04:12):
Right Totally For your existing customers.
It's all about thosepost-purchase needs.
Speaker 1 (04:16):
Okay.
Speaker 2 (04:17):
Make it easy for them to find account details,
support information Right oranything else they might need
after that initial purchase.
Speaker 1 (04:25):
It makes total sense.
Speaker 2 (04:26):
Yeah, keep them happy , keep them happy.
Speaker 1 (04:28):
Keep them coming back for more.
Speaker 2 (04:30):
Exactly.
Speaker 1 (04:31):
Okay, what about those prospective buyers who are
still in the shopping aroundphase?
Speaker 2 (04:36):
Okay.
Speaker 1 (04:36):
How do we make sure we stand out in a sea of search
results?
Speaker 2 (04:40):
These are the folks comparing you to the competition
.
Speaker 1 (04:42):
Okay, these are the folks comparing you to the
competition.
Speaker 2 (04:44):
Okay, think searches like your brand versus
competitor or best product typefor specific need.
Speaker 1 (04:50):
Right.
Speaker 2 (04:50):
They're on a mission to make an informed decision.
Speaker 1 (04:53):
You mentioned top 10 lists earlier.
Speaker 2 (04:55):
I did.
Speaker 1 (04:55):
Aren't those a bit played out these days?
Speaker 2 (04:57):
Yeah, they can be.
Speaker 1 (04:58):
How do you make those stand out and feel genuinely
helpful?
Speaker 2 (05:05):
It's all about providing real value and being
transparent If you're creatingcomparison content make sure
it's objective and data driven,don't just say you're the best.
Speaker 1 (05:12):
Yeah.
Speaker 2 (05:12):
Back it up with solid evidence and address both the
pros and cons.
Speaker 1 (05:16):
Got it.
No more fluff, just real talk.
Yeah, now this third categoryis a bit intriguing.
Okay, those neutral informationseekers, right, they might not
be buying anything, but theirsearches can still be valuable,
right?
Speaker 2 (05:29):
Absolutely.
These could be journalistsfact-checking a story.
Oh yeah, students doingresearch or even potential
investors looking into yourcompany.
Speaker 1 (05:39):
I'm curious why is it so important to focus on brand
compounds specifically?
Speaker 2 (05:44):
Because they tell a story.
By understanding the wordspeople use alongside your brand
name, you gain insights.
Speaker 1 (05:51):
Okay.
Speaker 2 (05:51):
Into their motivations, pain points and
even potential objections.
Wow, it's like having a directline to their thoughts.
Speaker 1 (05:58):
I'm starting to see the bigger picture here.
Yeah, but let's get practical.
How do we actually optimize forall of this?
What are the key steps to makesure our branded search game is
strong?
Speaker 2 (06:08):
yeah, so welcome back to the deep dive.
In part one we talked about whybranded search matters.
Now let's dig into thosepractical steps you can take to
really own those search results.
Speaker 1 (06:18):
I'm ready to roll up my sleeves and get tactical.
The article we're diving intolays out four key steps.
Yeah To optimizing for brandedsearch.
Where do we even?
Speaker 2 (06:28):
begin.
It all starts withunderstanding what people are
actually typing.
Step one is all aboutcomprehensive keyword
identification, and thankfullythere are some great tools out
there to help us.
Speaker 1 (06:40):
Okay, you've piqued my interest.
Which tools should we be addingto our arsenal?
Speaker 2 (06:44):
The essentials are Google Search Console and Bing
Webmaster Tools.
They give you a treasure troveof data on how people are
finding your website.
Through search, you can see theexact queries people are using,
which is way more insightfulthan just guessing.
Speaker 1 (06:57):
So we're talking about real world data, not just
hunches.
But I have a feeling thosetools are just the tip of the
iceberg, right?
Speaker 2 (07:02):
Right.
There are some powerfulthird-party platforms like
SEMrush, rfs and Moz.
They can unearth even morekeywords, including those longer
, more specific phrases thatpeople search for.
And here's the fun part theycan also give you a glimpse into
what your competitors are up to.
Speaker 1 (07:18):
Ooh, competitor insights Now we're talking, so
we can see what keywords they'retargeting and maybe learn a
thing or two.
Speaker 2 (07:29):
Absolutely.
It's not about copying them,but more about understanding the
landscape.
By analyzing their strategies,you might uncover some golden
nuggets, keywords you haven'teven considered that could be
super relevant to your audience.
Speaker 1 (07:37):
Okay, let's say we've done our keyword research and
have a massive list.
Now what?
How do we make sense of allthat data?
Speaker 2 (07:43):
That's where step two comes in strategic
categorization.
Remember those three audiencebuckets we talked about.
Take all those keywords andsort them based on whether
they're more likely to be usedby existing customers,
prospective buyers or thoseneutral information seekers.
Speaker 1 (07:57):
Right, we're sorting and sifting, figuring out which
keywords belong where seekersRight, we're sorting and sifting
, figuring out which keywordsbelong where.
But I have to confess thoseunwanted or uncontrollable
keywords you mentioned beforeare still bugging me.
Can you give me a real worldexample of what those look like?
Speaker 2 (08:11):
Sure, let's say your company went through a rebrand a
few years ago, but people arestill searching for your old
name.
Or maybe you discontinued aproduct that keeps popping up in
search results.
These are things you might nothave complete control over, but
you still need to be aware ofthem.
Speaker 1 (08:25):
It's like those embarrassing childhood photos
that your relatives keep sharingonline, no matter how many
times you ask them to stop.
Speaker 2 (08:31):
Exactly, and just like with those photos, you have
to decide how to deal withthose unwanted keywords.
Do you try to bury them,redirect them to a more relevant
page, or just accept that theyexist and move on?
Speaker 1 (08:43):
You mentioned redirecting them.
Can you give me an example ofhow that might work?
Speaker 2 (08:46):
Imagine someone searches for a product you no
longer sell.
Instead of landing on a deadend, you could redirect them to
a page showcasing your currentofferings.
It's a way of salvaging thosesearches and keeping people
engaged.
Speaker 1 (08:59):
Okay, that makes sense.
So we're being strategic aboutthose unwanted keywords, trying
to make the best of apotentially tricky situation.
Now onto step three,prioritization.
We can't target every singlekeyword under the sun, so how do
we choose the ones that packthe biggest punch?
Speaker 2 (09:17):
It's not just about picking the keywords with the
highest search volume.
It's about understanding intent.
A keyword with lower searchvolume but higher purchase
intent could be more valuablethan a high-volume keyword that
just attracts casual browsers.
Think buy your product versusyour product reviews.
Which searcher is closer tomaking a decision?
Speaker 1 (09:37):
Okay, I'm seeing the light.
It's quality over quantity.
We'd rather have a smallergroup of highly engaged visitors
than a huge crowd.
That's not really interesting.
Speaker 2 (09:44):
Exactly.
You want to prioritize thekeywords that are most likely to
drive meaningful actions,whether that's making a purchase
, signing up for a newsletter oreven just spending more time
exploring your website.
Speaker 1 (09:54):
Now I'm really feeling like a strategic
mastermind.
All right, what about step four?
Remind me, what's the deal withaddressing mismatches?
Speaker 2 (10:00):
This is where we put on our detective hats and look
for any gaps between what peopleare searching for and what
they're actually finding.
Maybe someone is searching foryour pricing page, but landing
on your blog Instead.
These mismatches happen andthey can really hurt your
chances of turning thosevisitors into customers.
Speaker 1 (10:18):
Ouch, I can see how that would be frustrating for
the searcher and a missedopportunity for us.
So how do we go aboutidentifying and fixing these
mismatches?
Speaker 2 (10:27):
Think about it like spring cleaning for your website
.
You need to revisit yourcontent, make sure it's up to
date and make sure it alignswith what people are actually
searching for.
Have your product offeringschanged?
Has your website structure beenupdated?
It's all about making sure thesearch experience is smooth and
intuitive.
Speaker 1 (10:42):
Okay, I'm making a mental note to do a website
audit ASAP.
But you mentioned somethingelse in part, one that I'd love
to dive into a bit deeper thoseAI-generated summaries.
How do those even fit into thepicture?
Speaker 2 (10:53):
Think about it this way Google and other search
engines are using AI to quicklyscan your content and create
those little snippets you see insearch results.
Speaker 1 (11:01):
Ah, yes, create those little snippets you see in
search results.
Ah yes, there's little blurbsof information that supposedly
give you the gist of a websitewithout actually having to click
through exactly now.
Speaker 2 (11:10):
The thing is you don't have total control over
what those AI summaries say, butyou can influence them by
structuring your contentstrategically so it's like we're
playing a subtle game ofsuggestion, with the AI trying
to nudge it in the rightdirection.
Exactly, and that's wherethings like structured data come
into play, which is a fancy wayof saying we're adding some
extra code to our website thathelps those AI bots understand
(11:32):
our content better.
Speaker 1 (11:33):
Structured data.
Ok, I'm intrigued, but I need abit more of an ELI 5
explanation here.
It sounds a bit technical for anon-techie like me.
Speaker 2 (11:43):
Imagine you're organizing your bookshelf.
You wouldn't just throw allyour books in a random pile,
right?
You'd probably group them bygenre, author or maybe even
color code them.
Speaker 1 (11:52):
You know me too well I'm a sucker for a
well-organized bookshelf.
Speaker 2 (11:55):
Well structured data is like creating those
organizational labels for yourwebsite.
You're adding little bits ofcode that tell search engines
hey, this is a product page, orthis is a blog post, or this is
a recipe for the world's bestchocolate chip cookies.
Speaker 1 (12:08):
I'm starting to see the light.
So we're basically helping thesearch engines and those AI bots
make sense of our content, sothey can present it in the most
accurate and appealing waypossible.
Speaker 2 (12:17):
Exactly.
It's all about making surethose AI-generated summaries are
on point and accurately reflectyour brand's message.
Speaker 1 (12:25):
Okay, we've covered a ton of ground here.
I'm feeling way more confidentabout my branded search
knowledge, but there's one pieceof the puzzle I'm still missing
.
How do we know what's working?
What metrics should we betracking to see if our efforts
are actually paying off?
Speaker 2 (12:39):
That's a fantastic question, and it leads us right
into the next part of our deepdive.
Speaker 1 (12:43):
All right data enthusiasts, we're back for the
final part of our branded searchdeep dive.
We've talked about why itmatters, how to strategize and
even how to make friends withthose AI bots that are
summarizing our content.
Speaker 2 (12:54):
And now it's time to put on our analytical hats and
figure out how to measure theimpact of all those efforts.
Speaker 1 (13:01):
I'm all about measuring success.
It's like baking a cake youwouldn't just assume it turned
out perfectly without checkingright.
Speaker 2 (13:07):
Right.
Speaker 1 (13:07):
We need to know if our branded search strategy is
actually making a difference.
Speaker 2 (13:11):
Exactly.
We need to go beyond justhoping for the best.
Luckily, the world of SEO isfull of handy metrics we can
track to see if our efforts aremoving the needle.
Speaker 1 (13:22):
Okay, I'm ready to become a data detective.
What are some of the keymetrics we should be paying
attention to?
Speaker 2 (13:27):
One of the most fundamental ones is branded
search volume.
This simply tells us how oftenpeople are searching for your
brand name and those relatedbrand compounds we talked about.
Speaker 1 (13:37):
So if we see that number going up, it means more
people are aware of our brandand actively searching for us.
Speaker 2 (13:42):
Exactly.
An increase in branded searchvolume can be a good indicator
of growing brand awareness and astronger online presence.
Of course, you also want tolook at where those searches are
happening.
Are they coming from yourtarget audience or from
somewhere completely unexpected?
Speaker 1 (13:56):
So we're not just looking at the raw numbers, but
also trying to understand thecontext behind them.
What other metrics should be onour radar?
Speaker 2 (14:04):
Click-through rate, or CTR for short, is a big one.
It tells us what percentage ofpeople actually click on our
website after seeing it in thosesearch results.
Speaker 1 (14:12):
So it's not just about showing up, it's about
standing out.
A high CTR means people areactually finding our listing
interesting enough to click onright means people are actually
finding our listing interestingenough to click on right Right.
Speaker 2 (14:28):
A strong CTR suggests that your website title and
description are compelling andrelevant to what people are
searching for.
Speaker 1 (14:31):
Okay, so we're tracking search volume and
click-through rate, butultimately we want people to
actually visit our website,right?
Speaker 2 (14:35):
Absolutely.
You want to see an increase inwebsite traffic that's
specifically coming from thosebranded search queries.
It's a sign that your SEOefforts are driving the right
kind of visitors to your site.
Speaker 1 (14:50):
Okay, so we're getting traffic, but how do we
know if those visitors areactually?
Speaker 2 (14:52):
sticking around and doing what we want them to do.
That's where metrics likebounce rate and time on site
come into play.
A high bounce rate means peopleare leaving your website almost
immediately, which couldindicate that the content isn't
what they were expecting.
On the other hand, if peopleare spending a good amount of
time on your site, it's a goodsign they're finding it valuable
and engaging.
Speaker 1 (15:09):
So we're looking for those engaged visitors who are
really taking the time toexplore our content, but at the
end of the day, we want to seethose actions right the signups,
the downloads, the purchases.
Speaker 2 (15:20):
Exactly those are your conversions, the actions
that really matter to yourbusiness, and you absolutely
want to track how many of thoseconversions are happening as a
result of your branded searchefforts.
Speaker 1 (15:32):
It's all about connecting the dots between
those online searches and realworld results.
We want to see a return on ourinvestment right.
Speaker 2 (15:39):
Absolutely.
It's not just about vanitymetrics.
It's about understanding howyour branded search strategy is
impacting your bottom line.
Are you attracting newcustomers?
Are you retaining existing ones?
Are you generating leads?
Speaker 1 (15:52):
This is starting to feel like we're piecing together
a puzzle, but it's not enoughto just collect all these
metrics right.
We need to actually analyzethem and figure out what they're
telling us.
To just collect all thesemetrics right.
We need to actually analyzethem and figure out what they're
telling us.
Speaker 2 (16:01):
You got to.
Analysis is just as importantas measurement.
You need to look for patternsand trends, identify areas for
improvement and figure outwhat's working and what's not.
Speaker 1 (16:11):
It's like being a data detective, looking for
clues that can help us refineour strategy and get even better
results.
Speaker 2 (16:17):
Exactly.
For example, if you see asudden drop in branded search
volume, it's time to investigateDid a competitor launch a new
campaign?
Did you make any major changesto your website, or maybe there
was just a shift in the industrylandscape?
Speaker 1 (16:32):
So we're not just panicking, we're using the data
to figure out the why behindthose fluctuations, and then we
can adjust our strategyaccordingly, right.
Speaker 2 (16:40):
Right.
It's all about being proactiveand using data to make informed
decisions.
The same goes for yourclick-through rate.
If you see a low CTR for aspecific keyword, it might be
time to revisit your websitetitle and description to make
them more compelling.
Speaker 1 (16:53):
So we're constantly iterating, testing and refining.
It's not a one-and-done kind ofthing, right?
Speaker 2 (16:58):
Exactly.
The world of SEO is constantlyevolving, and so should your
approach to branded search.
It's a journey of continuousimprovement.
Speaker 1 (17:05):
Well, I have to say this has been an incredibly
insightful journey.
I feel like I've gained a wholenew appreciation for the power
of branded search.
It's not just about vanity.
It's about creating a seamlessand positive experience for
anyone searching for your brandonline.
Speaker 2 (17:20):
And by strategically optimizing for those searches
you can turn those casualbrowsers into loyal customers,
build a stronger brandreputation and ultimately drive
meaningful business growth.
Speaker 1 (17:32):
I love that.
So, listeners, as we wrap upthis deep dive, remember that
branded search is a powerfultool that deserves your
attention.
By following those four keysteps we outlined keyword
identification, categorization,prioritization and addressing
mismatches and by diligentlytracking those key metrics, you
can unlock the full potential ofbranded search and take your
online presence to the nextlevel.
Speaker 2 (17:51):
And don't forget, the journey doesn't end here.
The world of SEO is constantlychanging, so stay curious, keep
learning and keep experimenting.
Speaker 1 (17:59):
That's right.
We'll be back with more deepdives on all things SEO, but
until then, happy searching.
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