ruth burr reedy - “seo: branded traffic is your business”
TRANSCRIPT
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@ruthburr#ConfluenceCon
SEO: Brand Traffic is Your Business
Confluence Conference 2015
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@ruthburr#ConfluenceCon
HAS THIS EVER HAPPENED TO YOU?
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@ruthburr#ConfluenceCon
Yay!
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@ruthburr#ConfluenceCon
How much of that was
branded traffic, though?
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
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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@ruthburr#ConfluenceCon
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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@ruthburr#ConfluenceCon
What do I pay you for?
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
FIRST OF ALL
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@ruthburr#ConfluenceCon
This is Not How People Search
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@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
The Sales Funnel
AwarenessInterest
ConsiderationIntent
PurchaseRetention
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@ruthburr#ConfluenceCon
Link OutreachContent Marketing
Topical AuthorityUX
CROPersonalization
The Sales SEO Funnel
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@ruthburr#ConfluenceCon
HOW DO YOU BUILD A BRAND?
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@ruthburr#ConfluenceCon
Understand the Customer Journey
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@ruthburr#ConfluenceCon
Engage
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
Build Authority
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
Publish and Promote Content
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
Provide a Good Experience
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
Differentiate
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
MEASURING SUCCESS FOR BRANDED SEO
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@ruthburr#ConfluenceCon
Change Attribution Models
Image source: Search Engine Roundable
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@ruthburr#ConfluenceCon
Invest in CRM
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@ruthburr#ConfluenceCon
Google Trends
Brand terms“[brand] + [keyword]”
“[brand] sucks”Prominent employee’s name
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@ruthburr#ConfluenceCon
Brand Mentions
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@ruthburr#ConfluenceCon
CTR from Search
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@ruthburr#ConfluenceCon
CTR from Search
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@ruthburr#ConfluenceCon
Amplification
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
Bounce Rate/Pages per Visit
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
Heck Yeah, Direct Traffic!
@ruthburr#ConfluenceCon
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@ruthburr#ConfluenceCon
That’s what you pay me for.
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@ruthburr#ConfluenceCon
BOOM.
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@ruthburr#ConfluenceCon
Thank You!