John Morabito — Google is Your New Business Card
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These slides were presented at the SEMrush webinar "Your Brand SERP is Your Business Card and Cannot Be Ignored". Video replay and transcript are available at https://www.semrush.com/webinars/your-brand-serp-is-your-business-card-and-cannot-be-ignored/
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John Morabito — Google is Your New Business Card
- 1. Google is Your New Business Card
- 3. Branded Keywords or Brand Keywords are thosethateither include your brand name, product names, or your domain name. 3
- 4. @JohnmorabitoSEO The First Stop The Google SERP Is your new business card. Search Your Brand Name and Ask… Do I like what I see? 4
- 5. WhyBranded Search is Important?
- 6. “ “A Brand is not a product or a promise or a feeling. It’s the sum of all of the experiences you have with a company.” – Amir Kassaei, CEO DDB Global 6
- 7. 7 Google Search is often one of the first places people EXPERIENCE your brand. What are you doing to ensure the best experience?
- 8. @JohnmorabitoSEO WhyShouldYou Optimizefor Brand Keywords? • Represent an Owned Audience • Convert Higher Than Non-Brand Terms • Harder for Competition to Own/Steal • It’s Easy, Generally • Affect Search Suggest / Related Searches • Potential Correlation to Non-Brand Ranking • Create Entity Connections • Personalization 8
- 9. Google is YourNew BusinessCard How to Conducta Branded Search Audit 9
- 10. @JohnmorabitoSEO Ratio UseGoogleSearchConsoletoget asense ofthe ratioofbrand/non- brandtrafficyoursite gets. 10
- 11. @JohnmorabitoSEO Growth Get anunderstandingofhow your brandedsearchis growing. Are youmeasuringMSV ofyourbrand nameregularly? 11
- 13. @JohnmorabitoSEO Auditing theSERPs Search Your Top Queries 13
- 14. @JohnmorabitoSEO Auditing theSERPs Search Your Competitors Brand Names 14
Notes de l'éditeur
- In this webinar, I'll explain who is searching your brand name, why your brand SERPs are fundamental to your bottom line (whatever your line of business), and how you make yours MUCH more convincing. That will be followed by a panel discussion with leading SEO and marketing experts who will explain what you can do to transform your brand SERP into a stunning 'business card' and turn it into one of your biggest assets.
- In this webinar, I'll explain who is searching your brand name, why your brand SERPs are fundamental to your bottom line (whatever your line of business), and how you make yours MUCH more convincing. That will be followed by a panel discussion with leading SEO and marketing experts who will explain what you can do to transform your brand SERP into a stunning 'business card' and turn it into one of your biggest assets.
- Is this the right ranking page for the user? Are all of these ranking URLs “working” pages? Does this title and meta description work? Have you claimed your Knowledge Panel? Is there other content we’d also want to rank here? Are there any schema opportunities? Are there any featured snippet opportunities? Is there any content ranking here we need to push down? Optimize for Branded Queries? Grow Brand Search? Control What People Search for Our Brands? How Can We Use Outbound Marketing to Influence Brand Search? How Can We Use PR to Influence Brand Search? How Can We Create Entity Connections Using Our Brand Terms?