Ruth Burr Reedy - “SEO: Branded Traffic is Your Business”

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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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Brand + Keyword

http://keywordtool.io

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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!