Make friends with branded traffic

August 20, 2021

Branded traffic can feel like the enemy sometimes.(Speaking from experience here.)

After all, content marketers are trying to boost non-branded traffic – traffic from people who don’t know about us already.

But branded traffic is great! It speaks to your brand’s offline activities. If someone searches your name, they’ve already heard about you elsewhere: news, word of mouth, social platforms and the like.

Plus, it directs people to your homepage or product pages. And this can be an opportunity for content marketers.

🏄 What you can do

The next time you’re pulling the usual data, spend a little longer with the branded search numbers.

  • Identify the pages that branded visitors are landing on. You can optimize them for content and lead capture forms.

  • If branded traffic is on the upswing, go congratulate your peers in the PR and social media departments. They’re the ones making this happen!

These are both opportunities to place better content, and get yourself in on more marketing conversations.

You belong in more conversations!


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