While I haven’t seen any evidence yet that Google uses direct traffic as a ranking signal, it’s clear that it does. What’s more, you can see that Google has taken notice of this brand.
Try typing the word “Monday” into Google, then Google the word “Tuesday” and compare the results. On Google, the word Monday refers to a brand.
Screenshot from search for “monday”, Google US, October 2024.
Tuesday, on the oter hand, is a day of the week.
Screenshot from search for “tuesday”, Google US, October 2024.
Conclusion: You can strengthen brand signals, such as branded keywords and direct traffic, by focusing on other channels.
So what does this give you as an SEO professional?
You have data to evaluate taiyuan mobile number database branded keywords and direct traffic, giving you a unique opportunity to collaborate with marketing leaders to work on comprehensive marketing strategies aimed at increasing branded keywords.
Brand engagement metrics
Looking at the Google leak, we also see that Google measures user engagement as a signal of brand strength.
Brand engagement metrics ws database include user engagement factors like click-through rate (CTR) and user interaction with brand content. Higher engagement can positively impact rankings.
This means that focusing on increasing user engagement is the most important aspect of brand SEO.
The best way to assess user ted rachlin senior partner engagement on your site is to compare engagement metrics with those of your competitors.
For example, if we analyze toyota.com and its four competitors using the Likeweb Website Performance report, looking at the Engagement metrics, we see that ford.com is becoming more engaged across almost all metrics.
One of the best ways to improve user experience is to focus on site navigation. This means figuring out the flow of information on your site and incorporating it into:
- URL structure.
- Bread crumbs.
- Top-level menu.
Also, make sure that the top portion of each piece of content directly addresses user intent.
Creating content for [Brand] + Keywords modifiers
You have a direct impact on how your brand appears when users search for it on Google. While you might assume that all of your brand traffic goes to your homepage, there are actually other ways to capture that traffic.
Moreover, your branded traffic can help you identify customer “pain points” or even areas where you are potentially losing customers to competitors.
Want to see how? Try digging into your brand’s keywords. You’re looking for keyword modifiers that are either problems to solve or opportunities to win.
Keyword modifiers can be:
- [brand] prices;
- [brand] reviews;
- [brand] alternative;
- Where is [brand] located?
By looking at your brand keywords, you can quickly see how users are interacting with your brand by looking at the questions they are asking. Make sure you have content that answers all of these questions. If you find long queries, it might be a good idea to create an FAQ on your site.
If you don’t, you may find your branded traffic going to sites like YouTube, or worse, to your competitors’ sites.
For example, using the “Search Results Players Similar Web Pages” report below, we see that the majority of branded clicks for Ninja Creamy are coming from YouTube.