When monitoring brand awareness and looking for opportunities to improve ranking in Google’s search traffic, it’s very important to understand the keywords that bring organic traffic to the site. Keywords fall into three broad categories:
When monitoring brand awareness and looking for opportunities to improve ranking in Google’s search traffic, it’s very important to understand the keywords that bring organic traffic to the site. Keywords fall into three broad categories:
Brand keywords – visitors search for a brand directly. This type of request can be further divided: search by brand name or domain name, search by product name, search by local brand (if your company includes physical locations or service areas) and so on.
Not brand keywords – visitors are not intentionally looking for your brand, but are looking for what you can sell on your site. These key queries can be further divided into topics and goals. For example, if you are selling products, you might want to organize these requests not only for topics based on product categories, but also for purchase or research purposes.
Irrelevant keywords – often visitors do not know exactly what product or service they want and are looking for queries unrelated to the topic. This traffic is often not targeted to the site (since it does not lead to conversions or additional pageviews). The growth of irrelevant organic traffic may seem like SEO optimization success. Although in reality this is not so. Conversely, a clear study of the site structure and key queries can lead to a decrease in organic traffic and an increase in conversion rate. Therefore, it should be understood what is the ratio of irrelevant key requests on the site, on which pages these keys are located, and what is the conversion rate from these pages.
The Importance of Brand Keywords Tracking
Usually, if your brand is widely popular offline or online, users drive a brand key query or domain into the search bar instead of url. In order to formulate a promotion strategy in search engines, you need to understand what percentage of such traffic is. If basically all the traffic that comes to your site comes from brand requests or a domain name, this indicates that the site is missing out on significant opportunities due to SEO promotion, and therefore traffic. Brand queries testify to the influence and recognition of your brand, but not about SEO optimization.
The growth of organic search traffic may not always be related to SEO optimization. If you actively conduct offline advertising campaigns on brand recognition, this can affect brand queries in the search. The importance of separating organic traffic into types will allow you to assess the situation in the SEO of your site and form a checklist for flaws on the part of semantics.
Product specific keywords.
You may find it helpful to find out if customers are looking for specific products and which ones. This information can be useful in optimizing pages to increase conversions. Thus, thanks to a clear separation of traffic types, it is possible to form an understanding of the SEO problems of the site, types of pages that bring more requests for certain products and make changes to the promotion strategy.