The main goal of your website is to generate qualified visits that ultimately convert into leads and sales. One of the primary ways to increase the number of qualified visits to your website is by attracting new business through what we call non-branded organic traffic.
So, what exactly is non-branded organic traffic? I’ll break it down to make it a little bit easier to understand!
Non-Branded refers to a generic search query that does not include a company name. A search query is simply what a user types into the Google search bar. For example, “plumbing services Charlotte NC” is considered a non-branded search because it does not include the name of a company. That means the person is searching for a specific service in a general location, but they do not have a particular company in mind.
Organic Traffic refers to visitors who access any page of your website through the non-paid search results (not from paid ads) on search engines like Google, Yahoo!, Bing, etc.
To put it all together, non-branded organic traffic refers to any visits to your website via a Google, Yahoo!, Bing, etc. search query that does not include your specific company name. Someone who searches generic terms without a company name means they are unaware of your company and its services. This represents an opportunity for new business and more qualified visits. These are the people you want to capture!
Increase Non-Branded Organic Search Traffic
Search engine optimization (SEO) is a key factor in boosting your website’s non-branded organic traffic. Websites with weak SEO will often find that their top search keywords are nearly all branded terms. It’s great to be known by name, but this also suggests a major opportunity to invest in SEO—to reach the people who are searching for the products/services that you carry but don’t necessarily know you by name today.
Having an optimized site code and relevant, keyword-rich content are crucial to boosting non-branded organic search traffic. This includes:
Title Tag: Title tags tell search engines what the page is about and helps them determine how relevant the page is to the searcher. As a best practice, your title tag should begin with the keywords most relevant to the page followed by your brand. By featuring those terms first, you can significantly increase your organic rankings for non-branded terms without any loss in rankings for your branded terms.
Meta Description: Meta descriptions appear underneath the title tag on the search engine results pages. The main purpose of a meta description is to let search engines know what your site is about, as well as entice the user to click on your link. Using relevant, common keywords, a brief and compelling summary, and a strong call-to-action helps convince searchers that you have the information they are looking for. Any words in your meta description that match the search query a user types will be bolded, so including relevant, common search terms is crucial.
Content: Search engines don’t rank websites—they rank webpages. That’s why it is so important to create relevant, targeted pages full of helpful and informative content that gives searchers and search engines exactly what they are looking for. And when properly optimized, each page of your website represents a unique opportunity to rank for the keywords being used by your prospective customers.
Geo-Targeted Pages: Many people now search with what we call “location modifiers” to ensure they are finding products and searches that are most relevant to their geographic area. Remember my example search query “plumbing services Charlotte NC”? Well, the “Charlotte, NC” part of that search query is considered a “location modifier.” It is of little benefit for a searcher to find a product or service that is only sold or installed outside of his or her geographic area. Conversely, it is equally worthless for a company to receive leads for shoppers outside of their service area. Creating localized pages can be tremendously beneficial in helping you rank for more web pages by targeting specific locations that users may be searching for.
Measuring SEO Success
Like we always say, tracking is the foundation of every successful marketing campaign. At Blue Corona, we consider non-branded organic traffic the primary measure of SEO success. If you decide to launch an SEO campaign, a key performance indicator should be traffic increases from non-branded, non-paid keywords.
For privacy reasons, Google Analytics is no longer reporting the keywords searched by your Google organic search visitors. Analytics reports visit data, but the keywords now show up as “(not provided)”. So how do you track non-branded organic traffic? One quick way to rule out branded traffic is to use “Landing Page” as your primary dimension in the Organic Keyword Acquisition report within Google Analytics. Using the advanced filter to remove the “Home”, “About Us”, and “Contact” landing pages will allow you to see how many visitors are landing on various pages of your website through non-branded searches.
Consistently track this data and you will be able to accurately measure the impact of SEO efforts on your acquisition of “new visits” through non-branded organic search. Does your company need help establishing an SEO strategy? We’d love to help! Contact us today for more information.
About The Author: Lexie serves as Blue Corona's Content Marketing Manager. She's also the author of our soon-to-be famous, and someday to be written white paper, "Horse Hat SEO: Giddy-Up Your Google Rankings."
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