Non Branded Searches Can Still Be Influenced By Your Brand
March 22, 2012 by Nick Stamoulis
In my opinion as a Boston SEO professional, one of the best things I can see happening for my SEO clients is an increase in the amount of non branded keywords that drive traffic to their site. Even incredibly long tail keywords that only drive a few visitors each month is good to see, especially when they are all unique variations of the keywords we’ve intentionally targeted with their onsite SEO and content marketing campaign. Obviously branded keywords are incredibly valuable, as an uptick in branded keyword searches means the company’s reputation and visibility is growing, both online and off. But a growth in non branded keywords tells me that their SEO is definitely on the right track.
I was recently digging through a year’s worth of analytics for one of my ecommerce SEO clients and was pleased to see a huge jump in non branded keywords from last year to this one. Their traffic had grown significantly in the year since we had taken over SEO campaign and their online sales were miles ahead of where they had been in previous years, all thanks to our SEO efforts. This particular SEO client has both multiple physical stores (mostly in one specific region) and an ecommerce site, and ships their products nationally. On a whim, I decided to dig a little deeper into their analytics and see how many of those non branded visitors were coming from their local area versus other regions cross country. I did an analysis of the top 10 non branded keywords and was amazed at what I saw; nearly 75% of the visitors that used non branded keywords to find my client’s site were still from their state! 1/3 of those were from the same region my client has physical stores in.
I realized that even though these visitors were using non branded keywords to find my client’s ecommerce site, their online and offline brand recognition was having a huge impact on their click through rate from the SERPs. My client does a lot of traditional offline marketing including newspaper ads and inserts, radio spots and television commercials. They have seasonal promotions they heavily promote across all stores, as well as unique specials at individual locations. The individual stores also get involved in the communities they operate in and work with local charities and non-profit events to give back to the community. Their local, offline brand is very strong and it’s been leaking over into the online world!
Think about it, if you were to search using a non branded keyword and a local company that you’ve heard about for years popped up in the search results, both organic and paid listings, wouldn’t you be more likely to click on that listing over another company you have never heard of? That is exactly what I think has been happening with my ecommerce client! Their offline brand value has been positively impacting their non branded SEO efforts. It just goes to show how important a strong brand is, and how everything you do offline can have a positive impact on your SEO!
About the Author
Nick Stamoulis is the President of Brick Marketing (http://www.brickmarketing.com) a white hat link building and social SEO solutions company based in Boston, MA. With nearly 13 years of industry experience, Nick Stamoulis shares his B2B SEO knowledge by posting SEO tips to the Brick Marketing Blog and publishing the Brick Marketing SEO Newsletter, read by over 150,000 opt-in subscribers.