Getting the most out of an SEO campaign is all about measuring the results -- everything comes down to data. Examining KPIs sheds light on what’s working and what’s not. That’s all well and good for most metrics like keyword rankings, organic search traffic, referring domain volume and so on. We have plenty of tools and data to do just that. However, there’s one particular SEO metric that’s impossible to measure but incredibly important.
Measuring The Unmeasurable
The unmeasurable metric I’m referring to here is -- drum roll -- brand signals. Brand signals contribute to your business’s credibility and authority. When I say brand signals, I mean going beyond just signals in the technical sense and looking closer into the actual perception of your brand in the mind of the user. I’m talking about going deep into the essence of how people truly perceive your brand.
Unfortunately, there’s no section on Google Analytics that tells you this straight up. You’ve got to do some digging. So how do you measure what your audience thinks about your brand and how much equity you carry? How do you measure the unmeasurable and make tactical brand mention measurements?
Here are a few ways to connect the dots:
I’m going to start with the absolute basics. While direct traffic doesn’t enable you to measure the number of brand mentions per se, it can give you a reasonable idea of how your brand equity is growing. That’s because the vast majority of direct traffic consists of visitors either typing in your URL directly or bookmarking your site on their browser, both of which are obvious indicators of brand knowledge and a receptiveness to your brand.
While there are other instances of direct traffic that essentially boil down to data “not being provided,” the volume your site receives should allow you to make an initial assessment. Any change in direct traffic is an indicator of changes to your brand awareness. In other words, a spike in direct traffic tends to mean an increase in brand awareness and vice versa.
Branded Terms In SERPs
A bit of research with Google search can also lend some insight. It’s very simple, but it should give you a good idea of what the current state of your brand equity is like. For starters, you’ll want to enter your brand name. Ideally, you will appear in the No. 1 organic position or close to it. That’s a good sign.
If you’re a local business, you’ll also want to enter a targeted keyword phrase and a local term. For my company NAV43, an example would be “digital advertising agency Toronto.” Popping up in the local three pack is ideal, but appearing near it is good as well. For instance, we’re ranked fifth overall in organic search results beneath the local three pack.
These two simple searches should give you a better idea of what overall user knowledge is like.
Addressing The Aspect Of Perception
Now it gets a little trickier. How can you measure perception in the mind of the user? Perhaps the most obvious route is to simply examine social media follower volume and growth. This can provide some level of insight, but let’s take it one step further and really get into the crux of the matter. What you really need to find out is how many people are talking about your brand and what they’re saying.
One of my favorite ways to quickly generate some tangible data is to use BuzzSumo. Just type in your brand name to see how many people are sharing your content and how many people are talking about your brand.
According to Search Engine Land, “88% of consumers trust online reviews as much as personal recommendations.” So you can bet that the quantity and overall sentiment of your customer reviews heavily impact your brand equity.
This is especially true for local brands, where a few negative comments can potentially kill your foot traffic. Taking a look at some of the major customer review sites such as Google My Business, Yelp and so on should give you a bird’s eye view of things.
Finally, you can learn a lot by monitoring the volume of mentions your brand receives along with the context. One of my favorite tools for this is Mention. This aptly named platform allows you to monitor your brand’s reputation online and provides real-time updates whenever something is said.
It also includes a scoring system that lets you know how much influence someone has when mentioning your brand. For instance, praise from someone with 100,000 followers would carry much more weight than someone with only 100. There are, of course, several other platforms that offer similar services, which you can find out about here.
Brand signals are an extremely important SEO metric and contribute to the success (or failure) of your company in several different ways. Although they’re not measurable in the conventional sense like many other elements of SEO, you can still get a baseline reading with these techniques and work your way up from there.
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