Local SEO Unlocked
Local SEO Unlocked is your go-to podcast for mastering the art of local search dominance. Each episode dives deep into the latest strategies, expert insights, and actionable tips to help businesses rank higher in local search results, attract more customers, and maximize their online visibility. Whether you're a business owner, marketer, or SEO pro, this show will equip you with the tools you need to unlock the full potential of Local SEO and stay ahead of the competition.
Local SEO Unlocked
Mastering the Art of Branded Search—Why It Matters
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!
Okay, so let's dive into something that you might think you've already mastered. Yeah, branded search. Yeah, we're going like way beyond just hoping your company name pops up first on Google.
Speaker 2:Right.
Speaker 1:This deep dive is all about making sure you're showing up exactly when and how people expect, no matter where they're searching.
Speaker 2:I like it.
Speaker 1:And, trust me, there's a lot more to it than meets the eye.
Speaker 2:What's interesting about branded search is that it's not as simple as it seems. Most people think, oh, my company will naturally rank for its own name.
Speaker 1:Right.
Speaker 2:But that's not always the case.
Speaker 1:I see what you mean. Especially these days, when people are searching on so many different platforms, it's not just about having a website anymore, right?
Speaker 2:Exactly Branded search essentially covers what appears anywhere when someone searches for your specific brand name, whether it's Google, bing or even an AI chat bot like ChatGPT.
Speaker 1:Wow.
Speaker 2:You want to be in control of that first impression.
Speaker 1:I'm already starting to see how this is way more than just a vanity thing.
Speaker 2:Right, let's break it down for our listeners. Sure, why should businesses of all sizes really care about getting this right?
Speaker 1:Because it directly impacts your bottom line. Okay, optimizing for branded search helps you attract new customers, keep your current ones happy and ultimately, shape how people perceive your brand.
Speaker 2:So it's a big deal.
Speaker 1:It's about making sure those online interactions actually lead to real world results.
Speaker 2:Okay, that makes sense, but I have to admit I'm a bit stuck on the AI chatbot part. Can you give an example of how that even works with branded search?
Speaker 1:Imagine someone asks a chatbot what are some eco-friendly clothing brands? Now, if you're a company focused on sustainability, you better believe your name should be in that response.
Speaker 2:Makes sense.
Speaker 1:It's about being present wherever people are seeking information or recommendations.
Speaker 2:That's a great point. You need to be omnipresent in the digital world. So, before we go any further, can you quickly recap what branded search really means in practice?
Speaker 1:It's all about the results that show up when your brand name is plugged into a search engine or even an AI.
Speaker 2:Okay.
Speaker 1:It's about how visible you are and how relevant that information is to what the searcher is actually looking for.
Speaker 2:Got it, yeah. So it's not just about showing up, it's about showing up with the right information.
Speaker 1:Exactly At the right time. At the right time.
Speaker 2:Now this research from Search Engine Land gets into something called brand compounds, which sounds way more technical than it actually is.
Speaker 1:Right, Right, they're simply searches that include your brand name plus additional words.
Speaker 2:Okay.
Speaker 1:Think customer service, careers, pricing or even reviews.
Speaker 2:Gotcha.
Speaker 1:These compounds give us a peek into the user's intent Interesting. Are they ready to buy? Okay, looking for help or sizing up the competition?
Speaker 2:So it's like a clue to what the searcher is really after.
Speaker 1:Yeah.
Speaker 2:And that's where understanding your audience comes in. Yeah, the vertical actually divides. Branded search optimization.
Speaker 1:Into three key groups.
Speaker 2:Okay.
Speaker 1:It's not just about keywords. It's about people.
Speaker 2:Exactly, you have to think about your existing customers, okay, those who are already familiar with your brand.
Speaker 1:Right.
Speaker 2:Then there are the prospective buyers, those who are actively researching and comparing options.
Speaker 1:Right.
Speaker 2:And finally, there are the neutral information seekers.
Speaker 1:Okay.
Speaker 2:Who might not fit neatly into either category.
Speaker 1:Right.
Speaker 2:But are still searching for information about your brand.
Speaker 1:So you need to think like a chameleon.
Speaker 2:Yeah.
Speaker 1:Adapt your approach based on whether someone's already a loyal customer.
Speaker 2:Right.
Speaker 1:A curious prospect or just looking for neutral info?
Speaker 2:Absolutely.
Speaker 1:But how do we practically cater to each of these groups? So let's start with existing customers. Okay, how can we make sure their branded searches lead to a happy dance, not a frustrated sigh?
Speaker 2:Think about the last time you needed to reset a password.
Speaker 1:Oh yeah.
Speaker 2:Or find a store's opening hours.
Speaker 1:I do that all the time.
Speaker 2:You probably googled like brand name login or brand name near me.
Speaker 1:Yeah, yeah.
Speaker 2:Right Totally For your existing customers. It's all about those post-purchase needs.
Speaker 1:Okay.
Speaker 2:Make it easy for them to find account details, support information Right or anything else they might need after that initial purchase.
Speaker 1:It makes total sense.
Speaker 2:Yeah, keep them happy, keep them happy.
Speaker 1:Keep them coming back for more.
Speaker 2:Exactly.
Speaker 1:Okay, what about those prospective buyers who are still in the shopping around phase?
Speaker 2:Okay.
Speaker 1:How do we make sure we stand out in a sea of search results?
Speaker 2:These are the folks comparing you to the competition.
Speaker 1:Okay, these are the folks comparing you to the competition.
Speaker 2:Okay, think searches like your brand versus competitor or best product type for specific need.
Speaker 1:Right.
Speaker 2:They're on a mission to make an informed decision.
Speaker 1:You mentioned top 10 lists earlier.
Speaker 2:I did.
Speaker 1:Aren't those a bit played out these days?
Speaker 2:Yeah, they can be.
Speaker 1:How do you make those stand out and feel genuinely helpful?
Speaker 2:It's all about providing real value and being transparent If you're creating comparison content make sure it's objective and data driven, don't just say you're the best.
Speaker 1:Yeah.
Speaker 2:Back it up with solid evidence and address both the pros and cons.
Speaker 1:Got it. No more fluff, just real talk. Yeah, now this third category is a bit intriguing. Okay, those neutral information seekers, right, they might not be buying anything, but their searches can still be valuable, right?
Speaker 2:Absolutely. These could be journalists fact-checking a story. Oh yeah, students doing research or even potential investors looking into your company.
Speaker 1:I'm curious why is it so important to focus on brand compounds specifically?
Speaker 2:Because they tell a story. By understanding the words people use alongside your brand name, you gain insights.
Speaker 1:Okay.
Speaker 2:Into their motivations, pain points and even potential objections. Wow, it's like having a direct line to their thoughts.
Speaker 1:I'm starting to see the bigger picture here. Yeah, but let's get practical. How do we actually optimize for all of this? What are the key steps to make sure our branded search game is strong?
Speaker 2:yeah, so welcome back to the deep dive. In part one we talked about why branded search matters. Now let's dig into those practical steps you can take to really own those search results.
Speaker 1:I'm ready to roll up my sleeves and get tactical. The article we're diving into lays out four key steps. Yeah To optimizing for branded search. Where do we even?
Speaker 2:begin. It all starts with understanding what people are actually typing. Step one is all about comprehensive keyword identification, and thankfully there are some great tools out there to help us.
Speaker 1:Okay, you've piqued my interest. Which tools should we be adding to our arsenal?
Speaker 2:The essentials are Google Search Console and Bing Webmaster Tools. They give you a treasure trove of data on how people are finding your website. Through search, you can see the exact queries people are using, which is way more insightful than just guessing.
Speaker 1:So we're talking about real world data, not just hunches. But I have a feeling those tools are just the tip of the iceberg, right?
Speaker 2:Right. There are some powerful third-party platforms like SEMrush, rfs and Moz. They can unearth even more keywords, including those longer, more specific phrases that people search for. And here's the fun part they can also give you a glimpse into what your competitors are up to.
Speaker 1:Ooh, competitor insights Now we're talking, so we can see what keywords they're targeting and maybe learn a thing or two.
Speaker 2: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't even considered that could be super relevant to your audience.
Speaker 1:Okay, let's say we've done our keyword research and have a massive list. Now what? How do we make sense of all that data?
Speaker 2:That's where step two comes in strategic categorization. Remember those three audience buckets we talked about. Take all those keywords and sort them based on whether they're more likely to be used by existing customers, prospective buyers or those neutral information seekers.
Speaker 1:Right, we're sorting and sifting, figuring out which keywords belong where seekers Right, we're sorting and sifting, figuring out which keywords belong where. But I have to confess those unwanted or uncontrollable keywords you mentioned before are still bugging me. Can you give me a real world example of what those look like?
Speaker 2:Sure, let's say your company went through a rebrand a few years ago, but people are still searching for your old name. Or maybe you discontinued a product that keeps popping up in search results. These are things you might not have complete control over, but you still need to be aware of them.
Speaker 1:It's like those embarrassing childhood photos that your relatives keep sharing online, no matter how many times you ask them to stop.
Speaker 2:Exactly, and just like with those photos, you have to decide how to deal with those unwanted keywords. Do you try to bury them, redirect them to a more relevant page, or just accept that they exist and move on?
Speaker 1:You mentioned redirecting them. Can you give me an example of how that might work?
Speaker 2:Imagine someone searches for a product you no longer sell. Instead of landing on a dead end, you could redirect them to a page showcasing your current offerings. It's a way of salvaging those searches and keeping people engaged.
Speaker 1:Okay, that makes sense. So we're being strategic about those unwanted keywords, trying to make the best of a potentially tricky situation. Now onto step three, prioritization. We can't target every single keyword under the sun, so how do we choose the ones that pack the biggest punch?
Speaker 2:It's not just about picking the keywords with the highest search volume. It's about understanding intent. A keyword with lower search volume but higher purchase intent could be more valuable than a high-volume keyword that just attracts casual browsers. Think buy your product versus your product reviews. Which searcher is closer to making a decision?
Speaker 1:Okay, I'm seeing the light. It's quality over quantity. We'd rather have a smaller group of highly engaged visitors than a huge crowd. That's not really interesting.
Speaker 2:Exactly. You want to prioritize the keywords that are most likely to drive meaningful actions, whether that's making a purchase, signing up for a newsletter or even just spending more time exploring your website.
Speaker 1:Now I'm really feeling like a strategic mastermind. All right, what about step four? Remind me, what's the deal with addressing mismatches?
Speaker 2:This is where we put on our detective hats and look for any gaps between what people are searching for and what they're actually finding. Maybe someone is searching for your pricing page, but landing on your blog Instead. These mismatches happen and they can really hurt your chances of turning those visitors into customers.
Speaker 1:Ouch, I can see how that would be frustrating for the searcher and a missed opportunity for us. So how do we go about identifying and fixing these mismatches?
Speaker 2:Think about it like spring cleaning for your website. You need to revisit your content, make sure it's up to date and make sure it aligns with what people are actually searching for. Have your product offerings changed? Has your website structure been updated? It's all about making sure the search experience is smooth and intuitive.
Speaker 1:Okay, I'm making a mental note to do a website audit ASAP. But you mentioned something else in part, one that I'd love to dive into a bit deeper those AI-generated summaries. How do those even fit into the picture?
Speaker 2:Think about it this way Google and other search engines are using AI to quickly scan your content and create those little snippets you see in search results.
Speaker 1:Ah, yes, create those little snippets you see in search results. Ah yes, there's little blurbs of information that supposedly give you the gist of a website without actually having to click through exactly now.
Speaker 2:The thing is you don't have total control over what those AI summaries say, but you can influence them by structuring your content strategically so it's like we're playing a subtle game of suggestion, with the AI trying to nudge it in the right direction. Exactly, and that's where things like structured data come into play, which is a fancy way of saying we're adding some extra code to our website that helps those AI bots understand our content better.
Speaker 1:Structured data. Ok, I'm intrigued, but I need a bit more of an ELI 5 explanation here. It sounds a bit technical for a non-techie like me.
Speaker 2:Imagine you're organizing your bookshelf. You wouldn't just throw all your books in a random pile, right? You'd probably group them by genre, author or maybe even color code them.
Speaker 1:You know me too well I'm a sucker for a well-organized bookshelf.
Speaker 2:Well structured data is like creating those organizational labels for your website. You're adding little bits of code that tell search engines hey, this is a product page, or this is a blog post, or this is a recipe for the world's best chocolate chip cookies.
Speaker 1:I'm starting to see the light. So we're basically helping the search engines and those AI bots make sense of our content, so they can present it in the most accurate and appealing way possible.
Speaker 2:Exactly. It's all about making sure those AI-generated summaries are on point and accurately reflect your brand's message.
Speaker 1:Okay, we've covered a ton of ground here. I'm feeling way more confident about my branded search knowledge, but there's one piece of the puzzle I'm still missing. How do we know what's working? What metrics should we be tracking to see if our efforts are actually paying off?
Speaker 2:That's a fantastic question, and it leads us right into the next part of our deep dive.
Speaker 1:All right data enthusiasts, we're back for the final part of our branded search deep dive. We've talked about why it matters, how to strategize and even how to make friends with those AI bots that are summarizing our content.
Speaker 2:And now it's time to put on our analytical hats and figure out how to measure the impact of all those efforts.
Speaker 1:I'm all about measuring success. It's like baking a cake you wouldn't just assume it turned out perfectly without checking right.
Speaker 2:Right.
Speaker 1:We need to know if our branded search strategy is actually making a difference.
Speaker 2:Exactly. We need to go beyond just hoping for the best. Luckily, the world of SEO is full of handy metrics we can track to see if our efforts are moving the needle.
Speaker 1:Okay, I'm ready to become a data detective. What are some of the key metrics we should be paying attention to?
Speaker 2:One of the most fundamental ones is branded search volume. This simply tells us how often people are searching for your brand name and those related brand compounds we talked about.
Speaker 1:So if we see that number going up, it means more people are aware of our brand and actively searching for us.
Speaker 2:Exactly. An increase in branded search volume can be a good indicator of growing brand awareness and a stronger online presence. Of course, you also want to look at where those searches are happening. Are they coming from your target audience or from somewhere completely unexpected?
Speaker 1:So we're not just looking at the raw numbers, but also trying to understand the context behind them. What other metrics should be on our radar?
Speaker 2:Click-through rate, or CTR for short, is a big one. It tells us what percentage of people actually click on our website after seeing it in those search results.
Speaker 1:So it's not just about showing up, it's about standing out. A high CTR means people are actually finding our listing interesting enough to click on right means people are actually finding our listing interesting enough to click on right Right.
Speaker 2:A strong CTR suggests that your website title and description are compelling and relevant to what people are searching for.
Speaker 1:Okay, so we're tracking search volume and click-through rate, but ultimately we want people to actually visit our website, right?
Speaker 2:Absolutely. You want to see an increase in website traffic that's specifically coming from those branded search queries. It's a sign that your SEO efforts are driving the right kind of visitors to your site.
Speaker 1:Okay, so we're getting traffic, but how do we know if those visitors are actually?
Speaker 2:sticking around and doing what we want them to do. That's where metrics like bounce rate and time on site come into play. A high bounce rate means people are leaving your website almost immediately, which could indicate that the content isn't what they were expecting. On the other hand, if people are spending a good amount of time on your site, it's a good sign they're finding it valuable and engaging.
Speaker 1:So we're looking for those engaged visitors who are really taking the time to explore our content, but at the end of the day, we want to see those actions right the signups, the downloads, the purchases.
Speaker 2:Exactly those are your conversions, the actions that really matter to your business, and you absolutely want to track how many of those conversions are happening as a result of your branded search efforts.
Speaker 1:It's all about connecting the dots between those online searches and real world results. We want to see a return on our investment right.
Speaker 2:Absolutely. It's not just about vanity metrics. It's about understanding how your branded search strategy is impacting your bottom line. Are you attracting new customers? Are you retaining existing ones? Are you generating leads?
Speaker 1:This is starting to feel like we're piecing together a puzzle, but it's not enough to just collect all these metrics right. We need to actually analyze them and figure out what they're telling us. To just collect all these metrics right. We need to actually analyze them and figure out what they're telling us.
Speaker 2:You got to. Analysis is just as important as measurement. You need to look for patterns and trends, identify areas for improvement and figure out what's working and what's not.
Speaker 1:It's like being a data detective, looking for clues that can help us refine our strategy and get even better results.
Speaker 2:Exactly. For example, if you see a sudden drop in branded search volume, it's time to investigate Did a competitor launch a new campaign? Did you make any major changes to your website, or maybe there was just a shift in the industry landscape?
Speaker 1:So we're not just panicking, we're using the data to figure out the why behind those fluctuations, and then we can adjust our strategy accordingly, right.
Speaker 2:Right. It's all about being proactive and using data to make informed decisions. The same goes for your click-through rate. If you see a low CTR for a specific keyword, it might be time to revisit your website title and description to make them more compelling.
Speaker 1:So we're constantly iterating, testing and refining. It's not a one-and-done kind of thing, right?
Speaker 2:Exactly. The world of SEO is constantly evolving, and so should your approach to branded search. It's a journey of continuous improvement.
Speaker 1:Well, I have to say this has been an incredibly insightful journey. I feel like I've gained a whole new appreciation for the power of branded search. It's not just about vanity. It's about creating a seamless and positive experience for anyone searching for your brand online.
Speaker 2:And by strategically optimizing for those searches you can turn those casual browsers into loyal customers, build a stronger brand reputation and ultimately drive meaningful business growth.
Speaker 1:I love that. So, listeners, as we wrap up this deep dive, remember that branded search is a powerful tool that deserves your attention. By following those four key steps we outlined keyword identification, categorization, prioritization and addressing mismatches and by diligently tracking those key metrics, you can unlock the full potential of branded search and take your online presence to the next level.
Speaker 2:And don't forget, the journey doesn't end here. The world of SEO is constantly changing, so stay curious, keep learning and keep experimenting.
Speaker 1:That's right. We'll be back with more deep dives on all things SEO, but until then, happy searching.