Organic search results on brand-name queries can influence the buying journey.
Consider:
- A survey by Google in 2018 found that 53% of consumers research a product before buying. Online search is a primary research channel.
- The address bar of a browser often acts as a search box wherein shoppers type a company or brand name, scan the ensuing search results, and click on preferred listings. It’s more or less direct traffic going through Google.
However, brands have limited control over the appearance and ranking of those results. It’s analogous to not controlling what’s on your business card.
Brand-driven Search Results
Brand-driven search results on Google appear in multiple sections.
Advertisements. This is outside of search engine optimization, but bidding on your brand name in Google Ads is a good idea, especially for ecommerce companies. Holding the ad section and the top organic position will hopefully discourage searchers from scrolling to competitor listings.
Knowledge panels. Only searches for prominent brands tend to trigger Google’s knowledge panel. But smaller merchants can increase their chances by:
- Receiving an award or nomination that triggers a knowledge panel by itself. Google considers the awards “entities,”
- Having a Wikipedia page,
- Writing a book and marketing it through Amazon.
Organic snippets with sitelinks. For most brand searches, Google will attempt to find the official home page and generate sitelinks below it.
The exceptions include generic...
Read Full Story: https://www.practicalecommerce.com/seo-for-brand-name-queries
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