How to Improve and Recover Your Brand’s Organic Traffic

brands organic traffic

In 2023, organic search results on Google have become more competitive than ever. For businesses with established brand names, driving qualified website traffic through branded organic searches is crucial. However, what should you do when your branded traffic starts to decline? This guide will explore common reasons for a decline in branded traffic and provide expert tips to overcome these challenges and regain your brand’s search visibility.

Understanding Branded Traffic

Branded traffic refers to users who visit your website by searching for your brand name or variations of it. These searches may include direct brand name searches or searches with additional parameters. For example:

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Users utilize Google as a navigational tool to reach your website instead of directly typing your URL. Branded traffic includes searches that combine your brand name with specific products, services, or other relevant terms. As your brand gains recognition and engages in marketing campaigns, branded traffic naturally increases.

Importance of Branded Traffic

Branded traffic holds significant value for several reasons:

  1. High Relevancy, High Conversion: Users searching for your brand name are already familiar with your story, making them more likely to convert or make a purchase. Branded traffic consists of users who actively seek out your website and are often in the final stages of the conversion funnel.
  2. Authority and Trust: Visitors arriving through branded search terms have a higher level of trust compared to those arriving through competitive, brand-agnostic search terms.
  3. Customer Retention: Branded traffic indicates an increase in customer retention and loyalty. Visitors coming through branded search terms often comprise repeat customers or existing clients.
  4. Lower Bounce Rates: While bounce rates may not be a direct ranking factor, branded search traffic tends to have lower bounce rates. This contributes to improved metrics, such as increased time spent on site, and provides a positive impression in marketing reports.

Measuring Branded Traffic

To measure and monitor your branded traffic accurately, employ the following methods:

  1. Google Search Console: Utilize the search queries filter to track clicks and impressions from brand-related search queries. Compare performance over different time periods.
  2. Google Analytics: Use the “Organic Search” report to filter traffic from brand name searches. Analyze behavior, performance, and conversions of your branded traffic in comparison to other sources.
  3. SEO Tools (Ahrefs, Semrush, Moz): Monitor and track your branded keywords’ visibility, rankings, search volume, and fluctuations in search results.

Reasons for Declining Branded Traffic

If you notice a decline in branded traffic, there could be several reasons for it. Understanding these reasons will help you implement the right strategies to recover and improve your brand’s online presence. Here are the top seven reasons and their corresponding solutions:

  1. Bidding on Brand Keywords in Google Ads

Participating in bidding for brand keywords in Google Ads has the potential to diminish the volume of organic branded traffic since users might choose to click on the ads rather than the organic search results. To mitigate this effect, you should contemplate decreasing your advertising expenditure on branded keywords or optimizing your ad copy to cater to diverse user intents.

  1. Changes to Social Media Marketing

Reduced social media activity leads to a decline in brand searches. Analyze your brand’s social media performance, identify gaps in your strategy, and plan campaigns to boost brand awareness. Increase posting frequency, create quality content, and adapt to your audience’s preferences.

  1. Changes to Other Marketing Activity

Changes in other marketing activities, such as discontinuing content campaigns, reducing email marketing frequency, or website redesign, can impact brand searches. Evaluate the potential impact of each change and revisit successful campaigns or create new marketing channels accordingly.

  1. Keyword Cannibalization

Keyword cannibalization occurs when multiple website pages compete for the same keyword. Avoid ranking multiple pages for the same brand name to prevent confusion for search engines. Ensure each page targets a unique set of keywords and avoid excessive internal linking between competing pages.

  1. Reduced SEO Visibility

If overall website rankings have dropped, it may affect branded traffic indirectly. Investigate potential causes such as technical SEO issues, poor content quality, lost backlinks, or ineffective internal linking. Address these issues and improve your overall SEO strategy to enhance rankings and increase potential branded traffic.

  1. Seasonality of Brand

Some brands may experience seasonal fluctuations in traffic. Analyze historical data and identify patterns to understand when traffic is typically higher or lower. Plan marketing strategies accordingly to capitalize on peak periods and maintain visibility during quieter times.

  1. News Coverage & PR

News coverage or significant PR events can temporarily increase branded traffic. However, traffic may decline after the news loses relevance. Analyze traffic within the context of news coverage and avoid drawing inaccurate conclusions. Consider the timeframe and context when analyzing branded traffic.

Final thoughts

Monitoring branded traffic is crucial for detecting and resolving issues promptly. Continually compare website performance and stay informed about changes and trends. Consider all possible factors contributing to the decline and take immediate action. If you face challenges, consulting a professional SEO agency can help analyze and improve your website performance. Expert SEO specialists can address issues such as marketing strategy changes, keyword cannibalization, or brand name bidding, ensuring your brand remains competitive in the digital landscape.

By implementing these strategies, you can recover and grow your brand’s organic traffic while optimizing your blog for better rankings.