An often overlooked tactic of SEO is "branded search" queries.
Improving your branded search can lead to an improved user journey for new and existing customers. In most cases branded queries are easier to compete and a win for customers, win for SEO.
Here are some examples:
[brand] + [discount code]
watch out for those pesky affiliates taking their last click commission cut. Own your discount code search results. Create a landing page that details current & previous codes. Use it as an opportunity to capture email addresses or message visitors.
[brand] + [reviews]
review platforms rank for branded review queries. Add a page to your website /reviews and embed platform reviews if required. Using messaging or customer support chat popup can help prevent bad reviews.
[brand] vs [competitor brand] queries.
Always a delicate discussion to be had but creating "vs" pages can help prevent customers going elsewhere or drive new customer acquisition. Providing helpful factual unbiased landing pages will help build trust and transparency.
[brand] + [logo/images]
creating dedicated landing page for company images. Potentially drive links to image source. Add message to journalists if they wish to contact/cite brand.
[brand] + [returns]
Most ecommerce stores are obliged to have clear return policies. Ensure you returns policy is linked internally with its own page and not buried amongst other brand policy text.
[brand] + [size chart]
there are affiliates dedicated to this niche. Create a dedicate "size" area, splitting out categories as shoes, gender, age groups. Transparency in sizing = customers trust.
[brand] + [black friday]
always left to a week before the event. Get this page ranking early. You want journalists finding and linking to this page. The "news" publishers will be trying to last click your queries on the biggest shopping day of the year. Make this page evergreen.
[brand] + [opening hours/telephone number]
Google does a pretty good job at locating these, however can often get numbers mixed up e.g. new business vs. existing customers.
[brand] + [sales]
most ecommerce websites have sales pages. Newspapers will try and rank for these queries during peak periods. Don't change sales URLs often.
no landing page required. Own your "knowledge graph" box. The area down the side of the branded search query. Most brands do not know that you can claim "control" of this panel which allows you represent your brand/messaging clearly.
[brand] + [brand] collaboration campaigns.
Ensure you have campaign/offer pages ranking organically. If you don't, you will be losing clicks to affiliates or competitors.
Who? What? When? Where? and Why? + [brand]. Use tools as AlsoAsked and Keywords People Use to mine Google realtime branded queries/questions.
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