What’s the power of your brand?
Is it like a magnet drawing in more clicks, more engagement, more mentions and — most importantly — more sales?
Your brand strategy determines how the world sees you. But does it affect organic search metrics? Is its impact tangible? Or are you dealing with yet another unmeasurable in your marketing campaign?
Let’s take a look at how brand strategy impacts your organic traffic and how very measurable that impact can be.
Brand Awareness Through Brand Strategy
Ah, the power of familiarity.
People are drawn to what they know. They don’t even have to know much about you in the early stages of brand awareness.
Simply by recognizing you, they’re more likely to click. They’re more likely to check out your new offerings. They’re more likely listen to what you have to say because they know you.
The exact number is questionable. But research shows that it takes somewhere between 7 and 12 touches with your brand before a potential customer becomes an actual one. Each of these new clicks gets you that much closer to achieving marketing goals.
What does this mean for your organic search metrics? If they’ve entered a keyword and your brand’s name comes up, rather than click on a competitor, they click on the name they know.
Click through rate (CTR) is a known search engine ranking factor. This, therefore, contributes to your search engine ranking. CTR will have a positive effect on ranking as long as you’re providing the right user and customers experiences, which we’ll discuss next.
Your user experience encompasses elements like:
- Site speed
- Mobile friendliness
- Layout of your site
- Easy to use navigation
User experience is an important part of your brand strategy. Your focus — or lack thereof — on your visitor’s experience says a lot about your brand.
If people are confused or frustrated by the experience on your website, they will flee.
Fleeing visitors would mean an increased bounce rate. Bounce rate is a term used to describe people leaving your site without interacting with it.
This is a known factor in search engine rankings. So it will affect your organic traffic.
Through your brand strategy, you not only attract new visits; you engage them, keeping them on your site longer and increasing their click through to additional website pages.
You do this by:
- Making compelling offers
- Telling your story
- Appealing to emotions
- Offering valuable information
- And so on
Creating the right experience for your customers is an important brand strategy that:
- Helps new customers connect with your brand on a deeper level
- Helps new customers connect faster
- Increases brand loyalty
- Increases promoter activity (sharing, liking, 5-star reviewing, recommending)
The impact on your organic search metrics is multi-faceted.
1st, visitors keep coming back because you’re creating a great customer experience = increased CTR = improved organic rankings
2nd, you’re keeping people on your site longer = decreased bounce rate = improved organic rankings
3rd, you’re increasing referral traffic from promoter activity = more traffic = improved organic rankings
Improving Branded Searches
Because of additional promoter activity caused through your brand strategy, you’ll see an increase in people asking for your website by name.
Instead of typing in a keyword, they’ll enter the name of your company or the website address into the search box.
This may either take them directly to your site. Or it may take them to search results that include you — and all of the websites who wish they were you.
Regardless, they’ll go to your website, increasing the organic and direct traffic to your site.
Research isn’t conclusive because you can’t create branded traffic in a vacuum, eliminating other ranking factors. But it’s strongly suspected by experts that these types of searches have a great impact on search rankings.
You’ll see increases in branded searches in the form of direct traffic in Google Analytics.
Measuring Brand Awareness ROI
Measuring how brand awareness is impacting your organic metrics allows to see the fruits of your labor and know you’re on the right track.
You need these measures called “micro-conversions” because sometimes financial rewards are delayed due to that 7-12 touches rule stated earlier.
Let’s look at several measures to gauge the impact of our brand strategy on organic metrics.
Your click through rate applies to both organic searches and your paid searches through FaceBook, Adwords, etc.
In both cases, because there’s greater brand awareness, you should see your CTR increase.
In Google Analytics (GA), you can view the sources of your website traffic. Among them, you’ll find direct traffic. Direct traffic is generated by users who type in your website’s URL and go straight to your website. You should see an increase in direct traffic.
With greater promoter activity, your mentions will increase. That’s more reviews as well as mentions in social, blogs, forums and all over the web. You can track mentions with paid tracking tools like Mention or track social mentions through social media sites.
Social Referral Traffic
The number of visitors who arrive from social media will also increase. You can view these social referrals in GA.
Your bounce rate will decrease because visitors care what you have to say, care about what you offer and you provide the right experience.
All of the above contributes to increased organic traffic.
Increased Conversion of Leads to Customers
Your ultimate goal in a brand strategy is typically to increase sales while reducing acquisition costs. Here as well you’ll see a measurable impact of your strategy.
More Strategy Solutions
Measuring how your strategy impacts organic metrics will help you improve the return on your branding efforts and achieve your branding goals.
If you’d like to learn more about branding strategy, social media, PR and marketing, visit my blog and contact me, Rafferty Pendery, Tech Entrepreneur, VC and International Speaker.