Similarly, Moz has made a name for itself in the SEO space as a thought leader by creating comprehensive SEO resources and inspiring audiences with educational content that makes SEO strategies accessible and actionable.
The result?
By cultivating a community and consistently providing top-notch content, Moz has established its authority in the SEO space and experienced remarkable growth in its customer base.
2. Make branded backlinks work for you
As part of your comprehensive SEO plan, you should invest more effort to get high-quality backlinks.
Backlinks serve as trust signals for search engines like Google, indicating that your website is a reliable source of information. When a high-authority site links to your content, Google sees it as an endorsement and may rank your site higher in search results.
While getting branded anchor links (backlinks that contain your brand name in the anchor text) is crucial, making sure those links come from reputable sources is just as important.
Associating with sites known to sell links can damage your site’s reputation. You can try tools like Linktegrity and Moz’s Spam Score to check if a site is known or suspected of engaging in link selling and to reduce spam links pointing to your site.
For most link building campaigns at Jolly SEO, we implement two services:
1. Press briefing: One of the main services we focus on:
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Push stories or content to journalists.
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Earn high quality backlinks from trusted publications using Connectively (formerly HARO), ProfNet, Featured and Help A B2B Writer.
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Strengthening the client’s Domain Authority
2. Whitehat link building: Backlinks should be earned, not bought. This way, we get legitimate branded anchor text backlinks. With the right effort, this strategy proves to be extremely effective.
Over the past year, the Jolly SEO team has sent over 75,000 custom emails. We have reached out to publishers who recognize and value the experience, expertise, validity and reliability (EEAT) of the content we create. As a result, our clients have achieved increases in organic traffic ranging from 250% to 1,200%.
3. Put more effort into brand marketing
To get more people to your website and to recognize your brand, it is necessary to use all the marketing methods at your disposal.
Since people engage with different types of media, it’s important to promote your brand on platforms where your audience is active.
“Branded search is the byproduct of word of mouth, so the real opportunity is to grow all those touchpoints that digital performance software doesn’t catch.” emphasizes Brendan Hufford, of Growth Sprint.
As for investing in brand marketing, he adds, “Talk to customers to find out where your audience is online and show up there. Sponsor their favorite podcast. Show ads before their favorite YouTube videos. Be active on their favorite subreddits.”
Ben Goodey, founder of Goodey Marketing agrees, adding, “The best way to increase brand search is to invest in brand marketing.”
“For brands on a budget,” Ben continues, “this may mean national advertising campaigns. For most of us, that means investing heavily in quality organic social media content, podcast appearances, and content marketing.“
Your audience interacts with different types of media, so you should use different methods to boost your branded search traffic. Why;
When your brand is visible on various platforms such as SERP, forums, social media and podcasts, people will likely search for your company on Google to learn more about what you have to offer.
Brendan suggests the following tactics to get your brand in front of your target audience:
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Talk to customers to find out where your audience is online
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Show up on these platforms to connect with them
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Sponsor their favorite podcasts
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Show ads on their favorite YouTube channels
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Be active on their favorite subreddits.
4. Capture demand to drive brand interest
Promoting branded product search and generating branded keywords is like creating demand for your product.
When people already know a brand, they are more likely to search for it directly. The real advantage is expanding the brand’s reach and penetrating a larger market.
To take advantage of this opportunity, you need to create new demand.
Usman AkramHead of SEO Development Strategy at Flying Cat Marketing, stocks, “Brand search can only be enhanced by activities that create new demand. SEO can be used for this if you approach it with a demand generation mindset.”
“For example, if I offer a plugin for ChatGPT, no one knows about my plugin, but everyone knows about ChatGPT. I would create content around topics like: Can ChatGPT do X, Can ChatGPT do Y, etc. This will help me build an audience that is looking for their own solution, and then I can present my plugin as an add-on, thus creating demand for my product and increasing search for branded products.” adds Akram.
Following Usman’s unique approach to generating demand with SEO, here are three ways to capture search demand.
1. Cultivate customer relationships
When businesses use strategies like personalized messaging, loyalty rewards, and providing great customer service, they create lasting connections with their customers.
These loyal customers often engage more with the brand, tell others and keep coming back, which leads to steady business growth.
2. Leverage social media to capture demand
Using social media as part of your customer acquisition strategy can increase your visibility and bring in important leads.
By interacting with people on social media, posting content they find interesting and participating in conversations, you can get their attention, make your brand more known and get more people to visit your website.
3. Innovate new products and run experiments
Innovating, launching new products or services and teaching the market about what makes them different can help you create new demand that will be easy to capture as you are the creator of the category here.
But keep in mind that gaining authority and boosting branded searches takes time. The results of your SEO efforts will only be seen after you spend enough time and work on marketing your brand.
While we’re on the subject of branded organic search, it’s worth noting that in tough competition, your competitors may be bidding on your brand name to rank higher than you.
