On-Demand Webinar: Targeted Brand Building = More SEO Traffic

How to rank (almost) unrivalled thanks to Naviactional Searches

Here's what you'll learn in the webinar:

In recent years, the battle for top rankings for generic keywords has become increasingly more challenging. Brand search queries with transactional components promise almost unrivaled SEO traffic. With the right strategy, the search volume of these brand keywords can be increased, and with it, the organic visits from the search engine.

Key Take-Aways:

  • Organic traffic from Google is declining overall, and a top 3 ranking is almost essential.

  • Generic keywords are increasingly competitive as a result.

  • Brands usually rank in the top positions for Branded Searches.

  • You can generate conversion-ready traffic if you are on the lookout for branded searches with naviactional keywords.

  • Content marketing helps to increase the search volume of the naviactional keywords.

Watch online now (German only):

The speaker

Bastian Wiesemeyer has been working in the diva-e content team since 2014 and is currently a Senior Content Marketing Consultant. He advises his clients on content strategies, conducts content audits and takes care of all conceptual activities before content production.
Bastian Wiesemeyer
Senior Content Marketing Consultant Content Production

Download the presentation (German only):

Transcript of the Webinar: Targeted Brand Building = More SEO Traffic

Introduction & Welcome

Julia Miksch: Welcome again. My name is Julia Miksch. Since April of this year, I've been with diva-e, working in the marketing team and taking care of the webinars, among other things. And at this point, I would also like to welcome our speaker today, Bastian Wiesemeyer. He is a Senior Content Marketing Consultant at diva-e. Bastian, welcome. It's great to have you with us today. Would you like to say a few words about yourself?

Bastian Wiesemeyer: With pleasure, thank you, Julia. Bastian Wiesemeyer, I've been working in the content area at diva-e since 2014. I'm responsible for everything that occurs before the content production, in the conception, especially auditing, content strategies, and topic research and concepts for infographics and videos before they are created. And I'm looking forward to giving you the webinar right here.

Julia Miksch: Yes, thank you very much, Bastian. I just wanted to say that I am also responsible for the moderation today. So the questions that will be answered afterwards will come to me, and I will ask them. But otherwise, I can hand over the floor to you, Bastian, and I wish all participants a lot of fun watching.

Bastian Wiesemeyer: Well, welcome then. Don't be surprised; the title is slightly different on my slides. That was a bit comprehensive if we had taken the other heading. But today, my webinar is about Naviactional Searches, and I would like to show you how you can increase organic traffic with Brand Building. To do that, we have a few things that we're going to look at today. On the one hand, generic the status quo of generic traffic is with keywords that have general search queries and brand references. We'll look at what branded searches are and how we can find conversion-ready traffic for brands there. Then we look at brand building and why you have to be a brand to do that. With content marketing, why the strategy is essential here and what things to consider for, and at the end, a little do it yourself, how you can try to increase your brand traffic with simple means.

The status quo of generic traffic

Let's start with the status quo. And it is so that since January 2016, the organic traffic has been steadily declining. For example, there is entirely reasonable to see above the organic clicks rate on the desktop. Then in the search results, nowhere for the United States from 2016 to 2019 has steadily gone down. In the period by five percentage points. And you can see just also then that the paid clicks rate has gone up a bit. And slightly obscured by my banner, you can see here that the zero-click rate has remained relatively the same. That is, we were at about 33 percent now in 2019. And the case of this zero-click rate is just that the people were then picked up directly on the search results page and nowhere more had to click to get the answer to their question. Of course, these are also simple search queries such as the weather or similar. But it also shows quite well that Google tries to deliver as many answers as possible on the search results page so that people do not necessarily click on it. Thus also the generic traffic then decreases and the organic.

Precisely, Rand Fishkin, former CEO of MOZ.com, of the tool provider, has already thought about this almost three years ago and has also looked at the search results and said that the generic keywords could also be relatively tricky in part. Simply on the one hand, because this is a competitive market, but also when he searches for SEO tools, for example, he gets results that compare lists of SEO tools with each other, because the search intent of users is to look at which is the best SEO tool for me. And he had just then with MOZ. Com he had no chance for this generic term SEO tool, although he offers an SEO tool to get into the top ten reasons. And then just another search feature there is the Snip-It in the case with a list, which then quasi also generates extra traffic and pulls away from the organic results. And that Google can simply determine the clicks rate for the other results. And that this is, of course, a challenging situation.

Paid CTR vs Organic CTR

Even worse, however, it looks but by the way, with the mobile inquiries with the desktop. Because here were namely then really the zero-click results on mobile had already risen over 60 percent from 2016 to 2019. That we're both almost 62 percent no-click results, and that probably most of the people who have searched once on mobile also know that you then really, if you find the things then on the Google results page, the information you need, you don't click any further. Because every additional click takes up more data volume, we can see that the organic CTR has gone down from 41 percent in 2016 to just under 27 percent in 2019, while the paid CTR has also risen very strongly in the same period. That means that much organic traffic is also diverted from paid and SERP features from mobile devices. Unfortunately, we can get there, but now no more recent data. That means 2019 is over because the data came from Avast with their antivirus software just in the terms and conditions still had a clause in it that you just anonymized the traffic taps of the users and then provided just for such analyses. And, that was then also then really traffic that you can examine. That is, with the best data that there was somehow just. But newer results will not be available. That means we are dependent on this field from 2016 to 2019 for the analyses. Exactly. And as mentioned in SERP features, there are now so many versions, since they were first introduced a few years ago, that we even here now than a total overview of tool providers in his blog. Now, this is just a quick snippet that you can see. You see on the left also the table of contents, which is not yet finished, that quasi continues. And there is now so much information that Google provides directly on the search results page with various data sources that it comes down to keeping users with the Google search system as long as possible. And not to steer them to other sites unless it's essential. And we notice this also then above all in the organic search results. There was a study by MOZ. Com also in the blog, where it was then looked at different search queries how many pixels it takes until you reach the organic search result number one. And on the left, we see a search query for vacuum cleaners, where we know that it takes quite a long time, namely over 2000 pixels, until the first organic result comes. And this is now a desktop view, which means on mobile, we can understand it even better because you can then occur zero-click searches because so many SERP features are integrated. You have to scroll quite far until you have arrived at an organic result at all. And right with the security cameras, it is just even more blatant than really then, until the very first result comes here at the bottom. And before that, it's all SERP features. We have ads here, shopping results, local impacts, then from just on-site companies, we have the image search point, and you have to scroll past it entirely until you arrive at the first organic result.

Results of the CTR study

Still, there was then an excellent CTR study by Sistrix, there were then but also here once the general results, but also divided for different industries. And what has become generally clear then is search result one gets just the most traffic, two and three are also still okay in most cases but is already quite strongly less. And after that, it stops, and they go further and further back. The second page is completely irrelevant by now. And who is not actually on the first three positions will have a tough time attracting organic traffic in a, how do you say it, really reasonable amounts. And here's an example of how the whole thing works in general. We have a generic keyword here, the 65-inch television. I had initially been given this presentation internally last year. So because of here the May 2020 data. There we see then at that time, that was still estimated in the tool from 10,000 to 20,000 will be. And we see below that Amazon, Media Markt, Otto, Saturn, Idealo, Real are the sites there with it. And I have now also made a screenshot one year later, so to speak, and there you can see that there is now an exact search volume, so we have arrived here at 24,100, so slightly increased from the estimate, too, now then presumably actual search volume. And see but also, Media Markt, Otto, Idealo, Amazon, Saturn. Real has been kicked out. But it is pretty clear that the pages in front a year ago are now still in front. And most of the big websites are just stuck on the top positions for these generic keywords. Here you see now relatively minor significant fluctuations in it. And also now for June of this year, then again to check. So it constantly changes between these different providers back and forth. That someone makes two positions suitable loses two classes. Still, in the end, we always have the same amount of pages, especially with these significant terms that have held on to the front positions and where it is tough to push in new and attract generic traffic. And that's something to think about. But you shouldn't necessarily be despondent. Of course, generic rankings are still possible for the keywords. But you should also focus on branded searches because, with brand building, you can manage to attract good SEO traffic that is willing to convert. And that is, again, from the same article, respectively Whiteboard Friday video by Rand Fishkin. And Google will let's hope it stays that way, not take away the possibility that we will rank for our brand. And will also rank well. That means if our site is technically cleanly set up, we will also rank for the brand name on the front positions. And you just have to make sure that you create your content so that it doesn't just work via SEO and organic search, but that we also look at other channels for a different situation model and see where the content can still be distributed. And how can we spread the content so that people become more aware of our brand and then search for our brand? And then, we can rank much better if we have a clean brand, a clean page, and a well-known brand. Then we also get the brand traffic where we are usually on the top positions. That also meets quite well that of the Content Marketing Trend Study 2019; 80 percent of respondents said they would like to increase brand awareness. Most of them probably didn't say that because they knew that SEO traffic could increase. Still, it's generally an excellent goal to increase brand awareness. It doesn't just usually work for brand building as an end in itself but can also really bring in traffic from organic search, which can also initiate conversions.

What does Naviactional mean?

Then I would like to introduce what Naviactional means briefly. The whole thing comprises two different search intentions, navigational and transactional. The users are searching for a specific brand, but not necessarily for the brand's products. This can happen with many things, for example, login, especially if it's a complicated URL, maybe you've already entered it yourself, or if you don't know what the URL is called, what the domain is called. Then, the company name is entered briefly and then clicked on. But if the whole thing is then packed with a generic transactional keyword, we have a branded search with purchase intent. For example, here are the DM shower gel and Esprit pants. And in the e-commerce area above all, but also partly in other regions, the whole thing can be called Naviactional. That means we have navigational, transactional, which becomes naviactional. And with that, we have the keywords at hand where users explicitly search our brand but in combination with a product type. And that means we know that they want to come to us and buy something from us.

Here we have as an example the naviactional keyword Esprit pants. Here it's easy to see that we already have the Google Shopping ads at the top, and below that, we have the organic results. First, we have another ad, and then we have one, two, three, four organic results for the Esprit online shop. And then comes Zalando. That means here it works in any case that this naviactional keyword brings extreme traffic to the Esprit page, which is also willing to convert. With DM shower gel, it looks a bit different. Because here, of course, we also have shower gel from DM, that is, there are brands, private brands of DM where there is also shower gel. But I can also generally buy shower gel from other brands at DM. This is also well reflected here. As a first result, we see just the complete category of the DM shop. And then we see different products and even marks from the Austrian web shop that have made it into the search in Germany. And no competitor except for the ads far and wide to see. Exactly. In general, there is just with branded searches, the possibility to rank more competitive. But not automatically. As we have seen, the Esprit pants are available at Esprit and Zalando, at about you, and at many other shops. But also, for example, a Sony TV you can buy not only on sony.de or get there not only the information but also at many other sites. And here you should also always pay attention to a little bit, how does it look for me here? How do my branded searches look like? What do my results look like? I'll go into a lot more detail about that later. And, what should also be noted is that these branded searches often have a much lower search volume than the generic terms, which is also logical because the users have also made a restriction. This means that as soon as generic trousers are switched to Esprit trousers, it is clear that there must be a loss. Because not all people who want to buy pants necessarily wish to buy Esprit pants. But for us, it is much more critical. The keyword is more targeted. Because whoever searches for the brand and the corresponding transactional keyword is probably already relatively far in the buying process and knows that I would like to have something from this brand or needs the final advice before the purchase is made. And there, that's just also different than we just want to increase the search volume of branded searches, but also through targeted content marketing. This is also a beautiful SERP for a brand. Someone searched for this mattress company in the USA. And there, you can see how a brand SERP can look like. That is now just a general request for the brand. Not to a specific product. But there are also if searched for the brand, it bothers us no longer so much that just then the SERP features are there, but they ensure that then ample space of the search results page is taken by our brand. And the others have even less chance to be perceived organically. Because our SERP features and we are also the first organic result, which means we then take the whole page.

How does the whole thing work?

We then see that we build up the brand-building to start it in a kind of campaign mode. Because, of course, we don't want to lose the generic keywords in general. And also not ignore them, because they are still necessary. They still bring traffic. The goal is then to become a bit more independent of them and then really look after this structure that burns, that you just simply open up new sources of traffic via other sources, channels and just then the brand traffic. And then you just proceed with the classic steps, that you use attraction, that you look, primarily via social media and newsletters, you can very well catch people as a first stop as a touchpoint. And then bring them to stay with you and are also informed about new things. During the consideration, videos and behind-the-scenes are pretty good. Once to present yourself a bit as a company simply to build up sympathy points. But just with more complicated products or generally also merely, if the people look here times, what is that for a product, how does that look. Especially if I'm only active in the mail-order business, it makes much sense to keep my returns rate a little lower, for example. And that I go into it with a video precisely what kind of product do I have? How does the whole thing work? And what does it look like in real life in quotes? And for the conversion, we just look at landing pages or product pages that all information is ready and doubts are cleared. That one advises evenly, say times nevertheless exactly which is then really with this product. What it can do, what it does, for whom it is. And then, we also want to look at retention. Of course, they want people to stay with us and become regular buyers and customers. And then really look at what we can offer as bonus content for the time being. What can we show people that no one else can get? So that they feel special. Of course, the traditional way is to work with coupons for people who have registered in the newsletter or elsewhere. And with advocacy, which is, of course, the best thing, in the end, we also want to provide shareable content so that people share what we have provided as a brand. They carry the brand message to the outside world without having to be paid for it in any way, and that we just have to put paid traffic there. And what can, of course, also work exceptionally well is then just hashtags somehow branded or unbranded.

Then just use them to ensure that a following builds up on platforms like Instagram and the brand becomes better known. Exactly. One example that I brought with me is that you have to create a consistent brand. Most of you here on the webinar probably won't know it. It's a niche topic, the topic Warhammer. There are just different aspects and things where it just exists. And before that, there was no single umbrella brand. It was divided into different segments somehow. And two years ago, I think it was, and they said that everything is now created under one umbrella brand. You can find everything in every shop with something with the symbol and the uniform brand. For my presentation last year, I had looked there, in the UK, which is a bit of the core market as the search volume has risen.

You see now that the upper two terms have risen super strongly. But that falsifies a bit because a new edition was announced last year, and therefore the search volume went up. More interesting for us is the Warhammer Community. That's the hub, the hub page of the company. And there, we see that there are 22,200 search volumes. We also know that it has remained relatively constant over the year. And if we now look at a recap of this year, we see that the search volume for Warhammer and Warhammer UK has decreased. Very much. Because this new edition was released last year in the summer, and then these searches are no longer there. But we see the Warhammer community from 22.200 on average we're now at 74.000. That means they've worked hard on their brand building. They've worked hard on getting this site noticed. And why this is important will follow on the slides later today. But now a slight digression, to branded searches even further. And to Brand Building.

Excursus on Brand Building

Namely, when a new brand is built up, it can also make much sense to see if the search volume increases. Have we done enough marketing at the beginning? For example, the brand Super Streusel. You can see quite well that there were a few peaks last year in November and March. It's entirely possible that they ran some different campaigns. At least for me, nothing appeared in the stream. I'm probably not the target group. But in general, you would have to look here. Can we put this permanently on a higher level? We see that the search queries from June 2020 to now then May 2021 have increased at least after one year. That means it hasn't gone back down below June 2020 once. So, in general, it seems to work the marketing of those. That then the brand searches have increased and that they can now presumably stay at a stable level for now.

Also exciting is when a rebranding takes place. For example, when platforms merge. A good example is Kleiderkreisel, which joined Vinted. And then we can see quite well in the search volume. October 2020 has hardly anyone in Germany searched for Vinted. From November 2020, this has then changed radically and has continued to rise. And on the other hand, we can see with Kleiderkreisel that the search volume has declined quite sharply since December 2020.

Then just stop; we still have a four-digit search volume overall. But in any case, it's easy to see that the switch from one brand to the other has been successful. And this is also directly reflected in the search queries per month. And that's also something that you should pay attention to when you're working with your branded searches and somehow have a rebranding in mind. Exactly. And I've talked about content marketing several times now, at least in passing. And we're going to take a look at why it's essential to be strategic and how that helps bring branded searches forward.

What is content marketing?

First of all, briefly also then a bit the definition of MOZ.com just stop. Content strategies are the internal guidelines and specifications set in the group. Content marketing is then really the editing, production, curation and promotion. So really the doing. Content marketing strategy, where the whole thing comes together from both aspects, is the overall vision, the goals you've set and whom you want to do it for. And if you stick to that and take that into account, you can produce excellent, relevant content for your target audience. And then, I brought along our model of the content cosmos. We start in the middle of the solar system with our website. Of course, we would then put all content marketing measures on top because we have complete control here. The technical possibilities of our system only limit us. But in general, we can do whatever we want on this page. We have a free hand and can then put online the content of which we are convinced that they are the right for the target audience and present them as we want it. Secondly, we have our channels. This is also usually owned media. There we have, for example, external portals, for instance, microsite, you could also say. Build something outside in particular subject areas. But things like newsletters, which are a bit more limited, can also distribute our content. An RSS feed or something similar. Here it's also the case that our website's content hub is linked directly to all of these channels and is directly related to them.

We also have a relatively large degree of autonomy on these other channels to provide the appropriate content in the suitable form. Then we have shared media and paid media, which would be our social media channels. And here, we have to make sure that we have specific guidelines. For Twitter, for example, a character limit. On Instagram, the format of the image. Or what can be posted in general. We might also have a topic that is not so popular or could be misunderstandings. That means that we have to stick to the rules set by the operators of these networks. And it can also be that content from us, which no longer belongs to us on the platforms, may be used further. That always depends on the different terms and conditions and terms of use. But it is still an essential factor to first build up to reach and bring people to our channels' owned media pages. And the best thing for us would be earned media. That means we want what we said earlier with advocacy. We want people to share our content on their own because it's just so reasonable and appropriate for the target group that they want to tell other people about it and become multipliers, and then they can increase our organic feed. The tool for this is then, as I said, the Content Hub. And here, we have to make sure that we provide all the information we have, sorted and structured. This can be the classic content as we know it and textual radio or magazine contributions, which can also be a certain generated content and then somehow moderate. But then tests, quizzes, or when we have different tools or calculators, especially with energy-saving sites or similar, that one knows that just times such things then, occur. Or also then really, that you have such an asset library, where then images, videos, infographics or the like are available, which you can then give the people to hand and which can then also be shared.

Every piece of content that we produce must be easy to find. And as we saw earlier with the Warhammer Community, the search volume has increased significantly. That's the hub side of the company. It's the hub page of the company, which is behind it and where all the stuff is collected. We have different articles. Different tools are used, FAQs and downloads and links to other sites, to the shop. There are links to the shop in the articles themselves. This is the hub, the public face. And that bundles all the content measures and leads people to all the different channels, and offers a lot of content itself. The problem is, of course, that this hub has to be found in the first place. That means we have to build up the reach. And especially organically, it is, of course complex, because if no one knows us, no one will look for us.

Social media as an essential channel

And here you should see that you use social media, even if there are some restrictions on what we can do, as the first channel. And then also look here. We now see the social media map of 2019 and the social media happy colour wheel. And there you can see, quasi in quotation marks, all the social media networks there are. Of course, this is also a little bit that you have to say that is a social network, or maybe that falls somewhere else under it, but here you can find excellent inspiration to simply look: "Okay, what are the channels where I can reach the people that are important to me? Probably I don't have to go to the extensive networks, and maybe I can also play on a niche network and find my target group much better and get the traffic there. And that may be less traffic but much more targeted and suitable for me. And there is just the important that is then taken here with Goethe's advice to hand and that one then really looks that one writes credibly about the topic. That one is really on this topic and then really remains authentic. Because if there is no authenticity, then the whole thing can turn into a negative, and there is not more traffic, but that the brand is viewed negatively. And if you then just play on all these channels and see that you set yourself up a bit broader, you have the opportunity to inform yourself on different platforms. And above all, with one voice. And can then also diversify its traffic. Of course, this is still a similar variant without Pro. That also means instead only so estimated. But we see here now just search traffic only 15 percent, social traffic only 14 percent. But 65 percent direct. The question is, of course, how this is tracked right now. But it's pretty clear that Warhammer Community has managed through the brand building that people come directly to the site. And they don't have to rely on other external sources, and with their hub, they can distribute the people they want. And they can control it very well without being dependent on the algorithm or generic keywords. Exactly. Then we come to the last section, the do-it-yourself section.

do it yourself

And I would like to tell you briefly and concisely how it is possible to increase the brand traffic. What measures do you have to take, and what is possible. In general, you should first ask yourself what people are looking for in the context of your brand. Let's retake the example of Esprit. Some people search for the shop and somehow look for the outlet or vouchers. But we also see here with dresses and bikinis and shoes, jeans, blouses, bags, watches. That is, the is already quite a high search volume negotiation, where the users want to get, in any case, directly to products. And not somehow then perform a normal navigational search. This means we have quite good preliminary work here and can build on it. But the situation is different with DM, for example. Here we see what I mentioned earlier: most users usually search navigationally. That means here we have opening hours, then somehow the nearby market. People also want to know where the physical store is close to them and have now actually not so many products. Then the quick test will also then go back again, there we see right now 412 percent in increase, even 412,000 percent. Also, a nice number. But that will then go down again. But generally photos and so. But that is also an excellent indicator for a brand or a shop to see what people want. And here you can see with DM Foto and DM Fotos order, and DM Fotobuch, that would be a good occasion to look: "Okay, are our photo pages actually up to date? Does everything fit? Can all the information be found directly? Is there somehow competition from third-party sites that they also reveal again what we offer in the stores and then have their links on there? ". That one always looks there. Are we also really best positioned there. The whole thing should be entered into a list and then look at all the keywords that fit, so to speak, that they are naviactional and not just navigational. That you then just write them down and note them. And then, you have a good overview of different topics that are searched for in connection with the brand and that also have a conversion background. Then, even more important, of course, do I rank at all in the first position? We have now seen the examples that have worked wonderfully with the pages. But that does not have to be the case. We have here on the left the Sony 65 inch TV, and we see an ad from Sony. That means they're paying for it. And then we have Otto and Amazon. That means Sony will still get the money, of course, if they sell the TV, but it would be quite practical, of course, if you already have your page and your shop on this page, that you then look, or also that you are then generally also higher up there and is found directly as a brand. We also see here with the LG 65 inch television that there is also the problem that it is here just then also informational pages or product overview pages. We now have a target, so to speak, which then ranks on position one organically. And directly after that, we have Amazon and Kaufland. But they also rank directly with categories. That means that this is also something that you should look at, what you should pay attention to as a brand. First of all, do I have a hub at all? If I don't have a hub, it can, of course, become more difficult to rank for certain terms in the top positions. Because I don't match the search intent of my users. And, if I do have a hub, I have to check whether I have set it up correctly. Do I have the right keywords with it? Do I get lost in my bubble and know this has to be called so while people are looking for it in a completely different way. Then all the other competitors in quotes with the shops do the whole thing better. Then the next thing is auditing and the editorial plan. Ideally, they have a crawling tool, if not, that can crawl at least for smaller sites also up to a certain number for free. And that is called then also somehow Analytics or Search Console what is free, then somehow also still have then link. They can see just which URLs exist with me; how many users and users came there quasi now on it in the last time? And how is generally the clicks rate from the search results? And then they could just look at the crawl to match with the list that we have after the keyword research. Are the requested topics dealt with at all on the page? Do I have a URL that matches them somehow? And if so, are they even found and searched for? And then also look in general, do the topics already have generic rankings? Because as I said, the brand rankings should not replace the generic rankings but complement them. And finally, to see that, you just do a matching of the topics from the list and the existing URLs. And then you can check off: "Okay, I already have URLs for these topics, that's fine. Maybe I just need to adjust the URL". And the topics that can't be assigned need completely new content. Exactly. Then you can look to take the appropriate content for each touchpoint. There I believe now quasi a little bit myself from me. I have another link in there. I did a webinar last year on the customer journey and the appropriate content at each touchpoint. And we can orient ourselves on the old model, just with this customer journey that will never occur in reality in this line. But it is quite good to try to match the content to these five stages that we had here earlier when we talked about brand building. And then it makes sense to set up an editorial plan internally and then see which formats I plan for which channel with which goal? And who do I want to attract? And where should it go from there? For example, the first thing would be social media content. We have said that Stranger's area is quite interesting because we can get people with paid traffic on our site. And it's also quite good for visitors in general or leads. Especially lead generations can work very well either deep in the social networks or just by leading to a landing page where a conversion can take place immediately. And even if it's just the entry in a newsletter or something similar. In the case of guides, they are quite interesting from a zero perspective. Because here, we can already see that we can work more with generic keywords. Because this is where there is the most potential, because it is informational, to compete against less, although not much less, competition. And then to see that you catch people very early in this conversion funnel. And then, above all, also see that you draw their attention directly to the brand. That means that we would work on getting the people with generic traffic to our website to make them familiar with the brand and make sure that they know, okay, this brand has this kind of product. I already got good advice, and then I'll look for the brand directly next time. Or for certain products or go directly to the page. Magazine and blog posts, in general, are mostly seen as a zero instrument. I think that they fit better as a social media newsletter tool. SEO is rather subordinate, just by the technical thing that the whole just go further and further back into the archive the contributions. And then harder to crawl. I find that then much more interesting here Customer and Promoter. That means for customers, for people who are already customers with us, we just make sure that we regularly provide the content to keep them with us and inform them. Especially if they have subscribed to a newsletter. And for the promoters, they can just say, okay, I'm just going to share this article in my social networks because I'm convinced of it and think that this could somehow interest the people who follow me and is practical for them. and of course always quite nice, because very independent and visually, of course, interesting infographics. And here you can see now, of course, these are everywhere, are different stations where you can dock the whole thing. That stands out in any case also best for itself then where it goes best. But with infographics with which I can then explain complex issues. Or something visually interesting to offer what is just not otherwise on the net. And here also very important always actually than branding, that is the look that just a sign is on it. I had just shown several things quasi from Sistrix, and there was also on the picture then quasi directly also the logo on it. That means if I hadn't told you where I got it from, you would have been able to see that it's from the brand and then think: "Okay, they probably have something to do with tools and with SEO. I'll take a look at it. ". That always makes somewhere the sign on it with all content distributed on the net, so that people then really, even if someone else shares it, or somehow take over that is immediately clear where is the source and people can just come back to their brand. Exactly. Then we've already arrived at the last slide. The most important thing is that you proceed strategically with all the measures. Make a plan. I recommend making a plan for at least six months, a strategy. And not to say I'll look from month to month what I'm going to do now. But to structure it, an editorial plan, and see which channels we have to use? At what stage are we? Then to see which channels and responsibilities exist? That you then come together to several departments, that you also clearly define that everything is organized. When the website, social, newsletter, and all teams then meet, you then organize it sensibly. Make sure that you set the goals. And then look at what the focus terms are in the branded searches. What is our core range? What do we want to have represented in the branded searches in any case? What do we want to focus on when we do content marketing? And make sure that we also keep an eye on the costs, which is why we have a six-month plan. Because especially if you want to build up social media traffic and produce high-quality content, it will quickly become costly if you just start doing it. And then really plan exactly what do I need? On which channels? To what extent? And how much will it cost me? And then really look at how much can I get back with traffic and conversions? Exactly. Then again, in conclusion, it will also be afterwards. You can then look at whitepapers I have written on naviactional searches where a part is now also here in the lecture, and other aspects are treated. And if you are still interested in the Content and Customer Journey Webinar, it is also online on our diva-e homepage. And there, together with my colleague Andrea, I will go into more detail about which content is best provided at which touchpoint and what you should pay attention to lead the user to conversion. Exactly. And with that, I'm done, and I'll hand it back over to Julia.

Q&A

Julia Miksch: All good. Right, thank you very much, Bastian, for the fascinating and detailed insights into the topic of Naviactional Searches. We're going to move on to the Q&A. So I also saw that there were already questions, but in the navigation field Questions, you can now ask questions that we will now answer in detail. Bastian will answer them. I see. There is already a question.

How can I see if brand traffic is already coming to my website?

Bastian Wiesemeyer: Yes, different possibilities. On the one hand, if I have the Search Console on, I can generally get a bit of information about which keywords the users use to get to my site. So I can determine whether this is mainly brand traffic or organic traffic. That is already a perfect starting point where I also have no costs for a tool. Otherwise, I can also look in general; if I have a keyword tool in use, I can look at which brand searches are there for me with search volumes? And then just look whether I rank for these brand terms everywhere on the front positions. That is now a bit more complicated to calculate individually than with the CTRs, then somehow to do so roughly. But that would be another possibility. But Search Console is the first choice to see which terms people use to get to my site. And otherwise, if you have an SEO tool in use, I would just set the filter then only brand quasi with pure and then look how much traffic should arrive there.

Julia Miksch: Thank you very much. The next question is:

How do I know which keywords would have many SERP features displayed?

Bastian Wiesemeyer: Yes, again, two possibilities. The somewhat more expensive is having tools that automatically show which SERP features are played out. These are then SEO tools somehow Sistrix, Searchmetrics, and I also think Semrush can be quasi somehow in the direction. The problem is, I've already noticed myself, that of course, this can also vary, depending on when you're logged in to Google, we all know that. It's a little bit different how the search results are displayed. They take many factors into account, then also into the search history and generally the interests. And I have also been shown in tools that these SERP features should lead the Snip-it feature for a particular search query. And when I tried to test it, then just logged in and logged out, it was not displayed. So I would always try it a little bit. And also on different computers, maybe from other people in my team. Simply that everyone enters the search query, logged in or not logged in with different IPs. And then to create a cross-section and see which SERP features appear with which people and then compare if you have a tool with the result of what is displayed.

Julia Miksch: Thank you very much. I hope that answers the question. And here comes the next question.

How do I decide which content fits my target audience and which channels I should use for content?

Bastian Wiesemeyer: Yes. That is a very comprehensive question. Then I would look, first of all generally, what I know about my target group. If I have set up for a person, I have looked at the general interests in connection with my product. What are quasi such claims from my industry, where I know, okay, the people also like then somehow? Are these topics that I can play on my page? Quite interesting, there is also always the range counsellor as a rule. Then somehow, just to look, what is my product? And what kind of questions do people ask about the product? What are the interests, not interests, but what are the hurdles that people still have to buy this product? What do they want to know about it? And that is always my first point of contact to provide content. That you look at what is my product? What are the questions about the product? How can I answer these questions? What is the start? And then look at how people come to the website with which search queries. And to see what I can then switch on in social media to then also play out the things. See how the traffic comes out. Then I can look at the audience. What other interests do they have? That you then just look at which ones you can still treat. And in general, what I always recommend, the response rate is, of course, never very high, but you still get some insights, especially if you give incentives, like vouchers or something like that. Then to do a survey and just see what they want if you have enough visitors on your site? Just do a study, just put together different questions to see what they want?

Julia Miksch: Very good, thank you very much. And one more question I just saw.

Can't you provide advice content on a blog?

Bastian Wiesemeyer: Yes. Theoretically yes. You can, of course, then work with methods, then somehow, popular articles that you keep so a bit higher. But, as I said, I'm not a massive fan of it. It does work in general. But actually, it's always good to separate the blog and the advice section. You can build up the hierarchy of the advisor are much flatter. Then you can also see how you set the internal links and build up topic silos, which then have it easier to rank afterwards because the crawler goes over better. And also then people can navigate better on the website. And with a blog, I have the, in quotes, a problem that I keep providing new content, the older ones slip back. And then, of course, can fall out of the ranking. Of course, you can continually optimize, but it's just much more challenging to get permanently good rankings.

Julia Miksch: Very good. Thank you very much. I think that was the last question as well. Yes. So should there be any questions afterwards, you can also contact Bastian directly. Via his LinkedIn-Professional. Here you can see the link. Or his email Bastian.Wiesemeyer@diva-e.com. And there he would be happy to talk to you about the topic or, as I said, still answer any questions. And after the webinar, you will, of course, receive the presentation or the recording of today's webinar for download. Exactly. Thank you again, Bastian. And I would also like to point out that we have some more webinars planned. One is the TXP Coffee Break with Adobe on Thursday 08.07 at 11.30 am. And on the topic of Workflows in Product Information Management on Thursday the 15.07 from 11 am. Exactly. There are again exciting insights into the respective subjects. And with that, I would like to say goodbye today. As I said, we are looking forward to your questions afterwards and wish you a lovely rest of the week. Thank you very much, Bastian.

Bastian Wiesemeyer: With pleasure.

Julia Miksch: And see you soon.

Bastian Wiesemeyer: Bye.