ruth burr reedy - “seo: branded traffic is your business”
TRANSCRIPT
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SEO: Brand Traffic is Your Business
Confluence Conference 2015
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HAS THIS EVER HAPPENED TO YOU?
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Yay!
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How much of that was
branded traffic, though?
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This Chart is Made UpBut the Pain Is Real
Keyword Traffic(not provided) Most of itBusiness name A good chunkBrand term Sizable quantityMost bestest keyword Some
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Page TrafficHome page Most of itAwesome blog post SomeProduct page Lil bitOlder blog post Not so muchEtc. Small amountYou get the idea So wee
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What do I pay you for?
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FIRST OF ALL
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This is Not How People Search
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The Sales Funnel
AwarenessInterest
ConsiderationIntent
PurchaseRetention
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Link OutreachContent Marketing
Topical AuthorityUX
CROPersonalization
The Sales SEO Funnel
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HOW DO YOU BUILD A BRAND?
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Understand the Customer Journey
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Engage
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Build Authority
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Publish and Promote Content
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Provide a Good Experience
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Differentiate
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MEASURING SUCCESS FOR BRANDED SEO
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Change Attribution Models
Image source: Search Engine Roundable
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Invest in CRM
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Google Trends
Brand terms“[brand] + [keyword]”
“[brand] sucks”Prominent employee’s name
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Brand Mentions
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CTR from Search
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CTR from Search
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Amplification
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Bounce Rate/Pages per Visit
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Heck Yeah, Direct Traffic!
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That’s what you pay me for.
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BOOM.
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Thank You!