Ruth Burr Reedy - “SEO: Branded Traffic is Your Business”
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The document discusses how to measure the success of branded SEO. It notes that branded traffic is important for businesses and outlines key strategies for building a brand like understanding customer journeys, building authority through content, and providing a good user experience. It also recommends metrics for measuring branded SEO success like tracking brand terms in Google Trends, brand mentions, click-through rates from search, amplification, bounce rates and direct traffic. The overall message is that branded SEO is important for businesses and these are some strategies and metrics to focus on.
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Ruth Burr Reedy - “SEO: Branded Traffic is Your Business”
- 1. @ruthburr #ConfluenceCon SEO: Brand Traffic is Your Business Confluence Conference 2015
- 2. @ruthburr #ConfluenceCon HAS THIS EVER HAPPENED TO YOU?
- 4. @ruthburr #ConfluenceCon How much of that was branded traffic, though? @ruthburr #ConfluenceCon
- 5. @ruthburr #ConfluenceCon This Chart is Made Up But the Pain Is Real Keyword Traffic (not provided) Most of it Business name A good chunk Brand term Sizable quantity Most bestest keyword Some
- 6. @ruthburr #ConfluenceCon Page Traffic Home page Most of it Awesome blog post Some Product page Lil bit Older blog post Not so much Etc. Small amount You get the idea So wee
- 7. @ruthburr #ConfluenceCon What do I pay you for? @ruthburr #ConfluenceCon
- 10. @ruthburr #ConfluenceCon This is Not How People Search
- 12. @ruthburr #ConfluenceCon The Sales Funnel Awareness Interest Consideration Intent Purchase Retention
- 13. @ruthburr #ConfluenceCon Link Outreach Content Marketing Topical Authority UX CRO Personalization The Sales SEO Funnel
- 14. @ruthburr #ConfluenceCon HOW DO YOU BUILD A BRAND?
- 19. @ruthburr #ConfluenceCon Provide a Good Experience @ruthburr #ConfluenceCon
- 22. @ruthburr #ConfluenceCon Change Attribution Models Image source: Search Engine Roundable
- 24. @ruthburr #ConfluenceCon Google Trends Brand terms “[brand] + [keyword]” “[brand] sucks” Prominent employee’s name
- 30. @ruthburr #ConfluenceCon Bounce Rate/Pages per Visit @ruthburr #ConfluenceCon
- 31. @ruthburr #ConfluenceCon Heck Yeah, Direct Traffic! @ruthburr #ConfluenceCon
- 32. @ruthburr #ConfluenceCon That’s what you pay me for.