TRAFFIC
Interest over time
Fig 1: The impact of TV on a brand-plus-
keyword query and the associated increase
in visibility being driven by ranking
improvements for non-brand keywords
11,000
10,000
9,000
8,000
05/07/2015
2006
06/11/2015
2007
and brand-plus keyword searches
(see Figure 1). These increases are
noticed by Google and your site will
experience ranking improvements as a
test to see how well the landing page
copes with increased demand.
Google’s thinking is that if more
people are looking for this page now
than a month ago then it should be
ranked higher. If your page caters to
the varied intents of the increased
audience and that is reflected in
engagement metrics that Google can
see, your rankings will retain their
improved position.
Turn your TV off and brand
demand will naturally drop in the
weeks following. You may then see a
drop in organic rankings if your site
was not performing as well as it could
from an SEO perspective prior to
the TV campaign.
• Display This has a similar impact
to TV but on a smaller scale. Ideal for
targeting sub-categories.
• Awards A good way to legitimise
your brand is to create awards relevant
to the industry you operate in. As a
07/09/2015
2008
06/06/2015
09/10/2015
2009
result, you will often find that your
award nominees will talk about your
brand in turn and may even link. You
are then in the position of having
the people to whom you are driving
affiliate traffic talk about you as an
equal and not a channel.
• Thought leadership Having an
opinion on your industry/product/
future of your sector will get people
talking and have a similar impact
as awards. You become a leading
part of the conversation and, if you
remain interesting and relevant, that
equity will be recognised in unlinked
mentions on social channels, forums
and links from response pieces. If
everyone in your industry links to you
then you will be seen as one of the
market leaders by Google.
• Reviews Real businesses want to
hear from their customers. Whether
it’s good or bad, feedback is an
essential part of identifying challenges
and opportunities. If you are not
actively gathering your reviews,
you can be sure they are being
left elsewhere.
10/15/2015
2013
2015
“Having an opinion
on your industry/
product/future of
your sector will
get people talking
and have a similar
impact as awards”
iGB Affiliate Issue 71 OCT/NOV 2018
33