Your website should be more than just an online brochure. If it isn’t constantly getting you organic leads and/or sales, what good is it? The main focus of your website should be to generate qualified organic visits that end up converting into sales. One of the best ways to increase the number of search visits to your website is by attracting website traffic through non-branded organic website traffic searches.
So, what exactly is a non-branded organic website traffic search? Quite simply, non-Branded refers to a generic search engine query that doesn’t include a company’s name in the search string. A search query is what a user types into their favorite search engine search bar. For example, “plumbing services Great Falls, MT” is considered a non-branded search because it does not include the name of any company. This means that the person is searching for a specific service or product in a general area, but they do not have any particular company in mind.
Organic Search Traffic
Organic traffic is the opposite of paid traffic. Visitors find your website after using a search engine like Google or Bing, so they are not “referred” by any other website. In other words, 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 bring to your website!
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 right now.
Having an optimized site code, structure and relevant keyword-rich content are crucial to boosting non-branded organic search traffic. This includes:
A title tag is an HTML element that specifies the title of a web page. Title tags are displayed on search engine results pages (SERPs) as the clickable headline for a given result, and are important for usability, SEO, and social sharing.
The meta description is a snippet of up to about 155 characters – a tag in HTML – which summarizes a page’s content. Search engines show the meta description in search results mostly when the searched-for phrase is within the description, so optimizing the meta description is crucial for on-page SEO
Search engines don’t rank websites—they rank web pages. 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.
Many people now search with what are called “location modifiers” to ensure that they are finding products and services that are most relevant to their geographic area. Remember the example search query “plumbing services Great Falls, MT”? Well, the “Great Falls, MT” 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.
Keyword tracking is the foundation of every successful marketing campaign. At Elite Social Marketing, 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.
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.