I’m sure you know by now that exposure in search engines is everything. The more visibility you have, the more leads you’re going to generate and the more clients you’re going to land. But there’s one aspect of SEO that you might not be all that familiar with – branded search.
It’s quite simple really. SERPs.com offers a great definition. “Branded search is any keyword that contains the company name or ‘brand’ that you are working with. If you were the SEO for Pepsi, some ‘branded’ keywords might be, ‘pepsi’, ‘pepsi cola’, pepsi.com’, and so on.” In this article, I’m going to talk about the benefits of getting brand searches and how to increase your law firm’s branded search volume.
There’s a fantastic Whiteboard Friday session that Rand Fishkin of Moz did fairly recently. In it, he discusses some of the advantages that can stem from having a high volume of people searching for your brand on Google. Here are some of the specific benefits he mentions:
- Increase ease of ranking and propensity to convert
- Affect search suggest
- Improve rankings for non-branded queries
- Appear in “Related Searches” feature
- Create an entity-style association between your brand/domain and a keyword term/phrase
- Affect future searches and search personalization
The bottom line here is that gaining a significant branded search volume can help multiple aspects of your SEO campaign. When you think of it long-term, this can be a tremendous asset and dramatically increase your visibility in SERPs.
With that being said, how exactly can you get more people to search for your law firm? Here are some suggestions.
1) Word-of-Mouth Marketing
No matter how far advanced we get with technology, there’s still no replacing good old fashioned word-of-mouth marketing. In fact, Nielsen reports, this is still the number one way to build trust. What you want to do is encourage previous clients to spread the word, provide excellent client service and consistently exceed expectations. When you do this, you can expect that more people will search for your law firm on Google.
2) Speaking Engagements
This can send a large influx of branded searches pouring in when you’re able to get in front of a sizable audience. If you impress listeners with your knowledge and expertise, you can pretty much bet that a good percentage will want to know more about you. In turn, this can increase your branded search volume dramatically.
3) Guest Posting
We’ve covered the benefits that guest posting can have for your law firm before on a previous article. Of course there’s the obvious benefits like direct traffic. But guest posting can actually give you a boost in your branded search volume as well. Whenever you create engaging content that’s legitimately valuable, you can instill a sense of curiosity in readers where they want to learn more about you. This often leads to a portion of those readers “Googling” your name in search. And voila! More branded searches.
If you’ve been failing to pay attention to branded search, you should start factoring it in with the rest of your overall SEO strategy. Increasing your law firm’s branded search volume can have numerous benefits and give you considerable edge over the competition.