John Morabito

Audience: Digital Marketers

Branded search (searches for your own brand name or products) is one of those areas that some SEO professionals tend to pay too little attention to. By making the mistake of favoring growing their audience more often than nurturing it, markers miss out on revenue and traffic by not paying attention to their own customer’s needs in search.

My talk would be aimed at providing actionable advice for how search can be used not just as a vehicle for growth, but also to create a better customer experience.

This session will teach markers exactly why they should be paying more attention to their branded searches, and how they can conduct a branded search audit of their own to reveal holes in their search presence.

In our audits of our own clients, we've seen shady websites owning featured snippets, SERPs with 8/10 out of stock products, SERPS lacking critical information, issues with international targeting, competitor conquesting and more. The audience will come away with clear insights on what to look for including our "branded search checklist".

Session Takeaways:

• Who should do a branded search audit.
• Why branded search is important & how to figure out how much of it you have.
• When is it a good time for a branded search audit.
• How to get your other SEO recommendations implemented by leveraging this audit.
• Where to find the most important branded keywords for your site.
• How to monitor branded search growth in conjunction with other. marketing campaigns -such as display, paid search and social media.
• How to conduct a branded search audit on your site including a download link for the checklist (and deck), what you can do to impact "failed" branded search rankings.