Brand traffic for a site and its role in search promotion.No matter how the methods of website promotion change today, search promotion is still relevant, which allows you to attract users from search engines to the site. As a rule, with this promotion, site owners try to attract targeted visitors by thematic keywords, losing sight of the so-called brand traffic. But it is precisely such traffic that can bring considerable benefit to the site!
Brand traffic from search engines is usually called all transitions according to the words in which this or that particular company or brand is mentioned. For example, if users of search engines do not just ask where to buy this or that product, but directly indicate that they are interested in the products of a particular store, this is an example of brand queries and, accordingly, brand traffic.
Why is it important to develop brand traffic? First of all, because such traffic immediately provides 3 important advantages for the site – a minimum of competition, increased brand recognition and the low degree of influence of changes in search engine ranking algorithms. In addition, users who purposefully search for a specific company in the search engines are either their customers or are likely to become, which means branded traffic is also a high level of conversion.
Of course, such traffic cannot be missed, therefore, in the framework of site promotion activities, brand attention should be paid to attracting branded traffic. You can do this in many ways, and here are a few of the most popular ones.
Classic Search Engine Optimization Tricks
Compiling a semantic core, filling the site with unique thematic texts that mention the brand, competent internal linking – all these classic SEO techniques to attract branded traffic from search engines is suitable in the same way as to increase the number of clicks on thematic search queries.
Content marketing allows you to promote the site by publishing unique thematic materials both on the site itself and on other resources. And if you mention the brand in such materials, this will increase its recognition, will encourage users to go to the site or look for additional information about the company in search engines.
Promotion in social networks
To attract branded traffic, promotion in social networks is almost an integral part of a comprehensive promotion strategy. In social networks, you can and should actively promote the brand, increasing its recognition, especially since today almost every network offers the appropriate tools that accurately target advertising information and spend the advertising budget as efficiently as possible.
When it comes to branded traffic, contextual advertising is often considered unclaimed, because by requests containing a mention of the company, the site of this company is usually in high positions in the search. However, there are cases when even for branded queries the site is much lower than competitors or when competitors themselves use contextual advertising for these queries. As a result, a large part of users who would like to get to the site of a particular company or brand go to other sites. Therefore, using contextual advertising to attract brand traffic can be useful, especially since the cost of clicks on brand requests is usually not too high, because the competition for them is minimal.
The role of brand traffic in the promotion of a business site is really very important, and this traffic itself is extremely valuable for the company. Therefore, when planning events to promote a site in search engines, you should definitely pay attention to the level of such traffic on the site and, if necessary, add techniques for building it up in advertising campaigns.