How to Optimize for Your Own Branded Search:
Have you recently googled yourself or your business?
I bet you do, but that does not mean you have a strategy to optimize the search engine.
Brand-driven search is so much more than the URLs you see ranking your brand. This is an ongoing process that will lead to higher conversions and more predictable buying paths.
Let’s start from the beginning.
What is Optimize brand research?
A trademark query (also known as a trademark query) is a query that contains the name of your brand or product. Brand Search contains searches that contain personal and trademark-related keywords, such as the name of the CEO or authors.
Why should Optimize brand research be your marketing priority?
There seems to be a clear answer to this question. After all, good SEO starts with your brand, so SEO research should be the top priority for any business. However, it is surprising how many brands completely ignore search queries.
Brand research is essential for several important reasons:
• Brand-based searches are generally effective: people entering your brand in the search box want to go directly to your website or search for information about you before making a purchase.
• Brand search queries show what problems your current or future customers may have with your site or product.
• It is important to analyze brand research to understand the online sentiment surrounding your brand (and the competition).
• Ultimately (and obviously) each of these branded SERPs can influence purchasing decisions, making them part of your sales funnel.
Like a brand hashtag, your brand’s SERPs do not belong to you and you can not really control what people see there unless you take the time and effort to optimize your brand search.
How to search for brands
Get started with your instant Google branding tips
What do people see when they start typing your brand name in the search box?
For two important reasons, Google’s branding tips should be your top priority:
• Google Suggestions shows what people are most looking for when it comes to your brand. Historically, it was based on search frequency data, so the more people searched for a particular phrase, the more the phrase appeared in Google’s suggestions.
• Google’s suggestions can (and probably will) influence many of your customers’ purchasing decisions. Think of someone typing your brand name into the address bar of their mobile device (in an attempt to gain direct access to your website) and seeing ‘brand alternatives’ as a suggestion. What are the chances that this person is curious enough to click on this tip and learn more about your competitors? According to a recent study, Google researchers use one of Google’s suggestions 23 percent of the time. Nearly a quarter of customers already know him well enough to research his name.
Suddenly you are in a hurry to get someone’s attention going straight to your site:
• “It’s not even a search box. It’s the Safari URL bar. Safari uses the best suggestions from Google, which can direct your current or future customers to competitors.”
• Basically, it means that Google’s trading suggestions can influence the decisions of your buyers, even if they are not really looking for something.
• I’m sure you’re wondering: is there a way to edit what Google shows when people type in your brand name?
• Unfortunately no.
• There is no way to influence Google’s suggestions in any way. Of course, you can hire an army of searchers to import other combinations with your brand so that Google can include the results. But even if it works, Google will remove the tax as soon as you stop paying for your military account.
• Another way to influence your brand recommendations is to go viral with a new product, report, or news item. A fast-growing search term is often included in these suggestions.
• However, as soon as people no longer search for the question, the result will also be replaced by another.
That said, you’ll probably need to manage the results of Google’s brand suggestions as they are.
Types of Google Suggestions
• It’s amazing how often brands ignore it. As you type, these results can say a lot about your brand recognition and your journey:
• In our example, the brand domain ranked first in only four surveys. All other trademark proposals are controlled by third-party domains:
Using Keyword Research Tools
Your brand is your main keyword. You want people to search for your brand more because it helps you evaluate your marketing efforts and measure brand recognition. But you also want to make sure that your brand’s search results push users further into the sales trend, rather than keep it forever.
Moz’s Keyword Explorer is ideal for this:
• Provides a wide range of business inquiries.
• Show the search volume for each search of your brand.
• Provides excellent filters to play with your lists. For example, you can filter searches based on questions or group them based on lexical similarity.