Brand SERP – its Relevance and Importance
The SERP pages are the most important of all the millions of web pages out there on the internet. All the SEO efforts are driven towards optimizing the non-branded terms to drive a significant amount of traffic to your brand’s site. This is a good practice but imagine the additional traffic that your brand site will get if there were optimization efforts even towards branded terms. Together they will create more traffic and eventually result in bringing your brand to the top of the SERPs. Now you would agree that the relevance and importance of a brand SERP is as required as non-branded search results.
Brand name as a keyword
Your brand name search query is essential to both the search engines and the marketers or consumers. At any given time, there might be readers looking up your brand for various reasons. All these people are looking to have or have had some kind of working relationship with you. The first page results and the contents are vital to them as decision makers.
Similarly, if your brand name or products name is a big part of your keyword profile, then your brand is already in the sales funnel. Since this is generating a big part of our organic traffic, optimizing for your brand should be an important part of your SEO efforts.
Accurate and positive brand message
In both these cases, as a brand owner, one has to be sure if the SERP results serve accurate and positive information about your brand. Does the SERP result point to your products page or homepage to give a good brand understanding? Does it convey the latest and the right idea, and project you in positive light? Keep checking if there is any room for improvement. Often it is not only enough to be on the numero one position but also to sustain it.
Steps to integrate Brand search into SEO strategy
Monitor your brand
Firstly, set out to start monitoring your brand and all the brand reviews. A lot of parameters can be tracked depending on the type of business and its location. Using the Google Search Console, webmasters can easily monitor their brands. The Search Console gives you reliable data about your website traffic, the volume of your brand searches and reports on how many queries were made containing your brand name.
Organic and Paid search
With a strong brand and branded keywords, you can use the Organic and Paid search results to your advantage. With best optimization efforts, your homepage or relevant product pages should rank at the top of all the branded keywords organic results. This can be achieved by adding relevant anchor text to your hyperlink. The search engines look up the anchor text to understand the content of your website. The title tags and the insertion of meta descriptions should further help to clearly display relevant context to the branded search terms. This will encourage the readers to click on your brand. Once they click on your brand link, they should be taken to a relevant page, and an easily navigable website.
To rule the first page of the SERP, paid search is an essential tactic. There is a small competition in this, but worth the efforts because the CPC is cheap and easy to own. Having a paid search space is also considered best practice, even though you have top organic search rankings. There are now different advertising formats and wide range of forms available to choose from for the advertisers. For branded search adverts, the ad extensions can easily navigate its reader to the specific page on the website.
Other effective tactics
Some of the additional branded search tactics include the following:
- Site links – these are the 2-6 links that appear just below the top organic result in a SERP. These site links are important because they cover most of the first page in the SERP. They act as an outline of your website, with navigation to your other important pages. A small description about those pages will be more relevant to the readers. Since Google decides if the site links should be provided, it’s better to submit an XML sitemap and have your site set up with a logical hierarchy.
- Use Google My Business – by listing your business on this your brand will show up on the local map results. But make sure that your brand is listed with accurate information of name, address and phone.
- Search box – if there is an internal search function in your website, then there is a huge chance of Google showing a search box under your website link on the SERP result. If this doesn’t appear, then you can create a simple schema markup for Google to identify the search box and display it.
- Knowledge graph – this was introduced by Google to display all the relevant information for a search in one central location. The information is pulled out from all the trustworthy sources on the internet. This information is easier and simpler to understand for the reader. With simple search tactics and making sure that all your social channels and reviews are accurate an attractive knowledge graph can be displayed.
- Lastly, your brand search can take up page 1 entirely with the help of social media bigwigs like Wikipedia, YouTube and big review sites. Make sure your brand presence is on a variety of platforms to achieve this.
Brand searches are equally important and relevant and can’t be ignored. With a combination of optimized organic and paid search results, your website traffic increases and a boost in new traffic can be expected. All your brand campaigns happening on various social media and the CPC will finally lead to your brand search. Note that the brand search will at some point be the deciding factor for your readers to do/continue to do business with your brand. By a few changes in your SEO strategy, your brand can stand out on the SERP results.