How to conduct a branded search audit

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Search queries for your brand name, called “brand searches,” are among the most important keywords in a keyword portfolio. Even so, marketers are not often paying as much attention to these types of queries as they should.

While juicy high-volume non-branded queries are exciting, providing your audience and customers with helpful brand information it is an equally thrilling prospect. The truth is that users for many brands, big and small, are commonly underserved by branded search results they find.

In this post, we’ll show you exactly how to conduct a branded search audit, identify failing results, and implement improvements. This audit is one that we perform for our clients at Stella Rising. Now you can do the same for your clients or website.

The first part of the audit is about setting the stage. Do you know what ratio of your traffic is the result of non-brand queries vs. brand queries? You should. In this section of the audit, you’ll set the stage to discuss the importance of what you identify.

Why are branded queries so important?

Branded queries are among the most important keywords you can optimize as they represent a brand-aware audience that is more likely to convert. In fact, many of the people searching for your brand are already customers looking for information or looking to purchase again.

It’s easy (generally)

Unlike most things in SEO, Google wants you to rank well for your own brand terms. Whenever we see branded searches that are failing users, it’s usually easy to fix. Often, it’s as simple as creating a new page or changing a meta tag. Other times it can be more challenging, such as when brands have significant PR and/or brand reputation issues. That said, in most cases, branded search queries are among the easiest to rank for. Don’t overlook them.

Correlation to rankings and personalization

While the search volume of a domain name is not a confirmed…

 

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