🇬🇧/🇺🇸 – How to Setup a Brand vs Non Brand Dashboard – Searchmetrics Webinar

🇬🇧/🇺🇸 – How to Setup a Brand vs Non Brand Dashboard – Searchmetrics Webinar


Yes, hello and welcome to another
searchmetrics webinar today we are going to show you how to set up a brand and
non brand dashboard to kickstart your SEO campaign so let me just introduce
ourselves, so my name is Bjoern Beth I’m the director of digital strategies group
here at searchmetrics and I’m Felix Oey I’m seniors SEO consultant in digital
strategies group as well so previously working with some rocket internet
ventures and go Zalando and now here in my so the idea today is to
help our listeners today to basically kickstart your SEO campaign.- Very good and you know as I’m working in Felix since a year now
you know it’s it’s really good and this dashboard he was building for
client is so good and so valuable that we decided to make a webinar out of it
so I hope you will enjoy it. Just in short to the digital strategies group: We’re
an integrated consultancy here at searchmetrics so we are offering content
marketing services strategic consulting and SEO consulting to our clients so if
you are in need of anything of that you can just contact us and we will help you
with everything Some of our clients you’ll see here and
just to open up the discussion and actually the webinar I just want to you
know point out why it’s important to have a brand a non brand distinguishing
between both and you know when I started with SEO there was you know not
the not provided problem we have to pay meaning that in analytics you can’t see
anymore where the you know where your traffic from which keyword is coming
from so it’s really important to know how the traffic is divided on brand
and non brand terms and most of the people are
reporting SEO as a traffic source in general they say: hey, I have 60% SEO
traffic within the whole traffic distribution channels and it’s actually
not true because within these 60% there might be you know 70% brand but 30% non-brand, right, so it’s really hard a to measure the success of your SEO campaign
because if brand awareness goes down then your traffic will go down as well
right so if you put a lot of
effort in creating new content, restructuring your website and you leave
out the brand traffic then you will see definitely a growth in your non brand
traffic and you will it’s very helpful to report the SEO success within the
company as well, right? – exactly So, very good that you build this for one
of our client or actually for every client now we just take this as a
blueprint and that’s why it’s important we will show it to you today.
Just in short: What is brand and what is non brand. Brand queries are any
search queries that include the brand with all its synonyms, for example ‘buy
mobile phone Amazon’ and non brand queries are generic search queries
without your brand so ‘buy mobile phone’. We will jump into the dashboard so that you
can see it what the end result will be before we then go directly into how it’s
built. – Yeah and so here’s basically kind of the summary tab so the idea to pull
all the data like directly here where you can you know see all the overviews
of everything basically from your website and from here we also split them
into for instance first one brand keywords ranking not on position one so
it’s really important to check okay if you’re targeting certain brand queries
your synonyms everything to check you know if they’re even ranking number one
or not. If not, you need to do something about it.
Second one is the non brand ranking so these are the non brand
that is ranking on first page but not on position one so here’s mostly where
your low-hanging fruit lies – And this data is from searchmetrics keyword discovery. –
So we took an example of Google Webmaster block first thousand sets of
keywords we put it here and that’s basically the sample data and you have
also the non brand ranking words so non brand keywords that is not ranking on
first page so from second page and above . These are basically the three
main aspects where you need to check so will explain to you further
later how to come up with all this data and how to you know create this kind of
dashboard, so first before we start like why do you even need this
kind of dashboard. – So why do you need this Felix? – First when you just join a company or you just start on a website you’d
kind of need a starting point as a base where can you start basically right and
we see also a lot of people struggle when they want to sell their
SEO in-house for instance so they don’t even know in a quick way like
where your status call for your brand or non brand status on your website you
don’t know where your brand stands right now compared to competitors for instance
and this will really help you to make really quick analyzes you know
discover your potential discover your gaps within the industry how well are
you compared to competitors basically and as brand awareness is
really important to position yourself in the industry this will also really help
to compare your current brand search volume for instance compared to your
competitors in the industry and therefore
you can easily make a decision for budget allocation within these two
categories whether you should invest more on brand or in non brand- So meaning
that if I see the traffic distribution on organic and I see that for my brand actually number and traffic is much higher than brand
traffic which is actually good but nobody’s searching for the brand and
that means actually did you can not only on SEO but invest more and brand
awareness contain it’s like at our form of television commercials of it’s a
really nice indicator right. – So first thing you need to do is you need to
download your data of course so download a set of raw data in this case we can
take it from searchmetrics research cloud so key in your domain key in your
country and then you know basically the store will show you all of the keywords
what positions your brand ranking currently with your
website and you know from there you go to the longtail keywords and export all
of the keyword to excel sheet then you copy all of this data to
the dashboard basically, so in a dashboard you have this last type raw
data so copy all of this raw data there and after that I mean the tools will
basically take care of everything but I mean before the tools taking care of
everything first you need to insert your synonyms of the brand because we’re
talking about brand and non brand so the tools need to know okay
what’s the synonym for brands so you can introduce in a summary tab when you go
there there’s like some sections where you can custom entry the first is your
grand synonym so here you can you know insert up to three brand synonyms.
So for instance in this case for google you have Google Google’s with s and
Google with so after this you can you know enter
your CTR for organic you can also enter your CTR for your CPC then you can also
enter your kind of conversion rate and average basket so from you know all this
parameter basically social calculate like how many potentials you can have
okay how many gaps you’re having right now and what is your status quo so
let’s go through each of this section in the summary tab to really show you okay
what is it about and how you can utilize that so the first section of it we have
you know kind of the summary of potential monthly revenue where you can
get from SEO per month so this is basically the amount of traffic you can
get from all keywords your ranking right now multiple by your conversion rate and
average basket, then if you go to the previous one, you
can also see okay if you don’t invest in CPC or if you invest in CPC this is the
amount of money you pay for ads per month basically for all the clicks your
card all the ranking position one with all of the keywords you have so if
you’re ranking organically position one this is the money you save per month by
not putting an ads on CPC campaigns So now let’s move on to the second
section so this is the share of brand and non brands so in this example we put
like a thousand set of keywords from master block and here you only see 900
for instance this is due to okay sometimes one keyword is also ranking
for you know more than one URL right like so
and this will also checks okay if you’re having this kind of duplicate see and
later you can utilize this as well to check you know if you’re having
something cannibalization within your website and here’s so showing you this
plate of brand and non brand with the share of queries and as well as the
total sum of search volume within all the keywords to rank then the potential
traffic you can get as well so this also show you the traffic index so kind of
emulate okay how much traffic you’re getting right now compared to how much
traffic potential you could get per month basically here the graph you know
kind of show you okay the bottom one like this is the amount of potential the
green wire showing into but the amount of potential you can get first is the
red one like how much traffic you’re generating right now so you can clearly
see you know you’ll get so from here you can you know detect your potentials and
you know gold footer okay which sections of the website should have a chat first
then you know if you’ve moved forward to the second part a threat part of it this
is more about you know another deeper split between this brain and on brain
where it shows you okay where your potential really lies here will
summarize the all the non all the brain queries which is not ranking on position
one how much keywords or how much queries are they how much duplicate you
have and search volume potentials with the potential traffic as well so these
are the low-hanging fruits like exactly lexical SEO approach optimize everything
ranking opposition eleven to twenty because these are you know most
potentially those will give you quick wins
exactly exactly it also calculates okay the potential revenue you can get from
this set of keywords if they are all ranking
one then you have the non brand queries which is in the first page but not
position one that’s kind of your mainly your low-hanging fruit and some queries
that you haven’t optimized it well second patient above so now let’s go
through each of these tab so as I show you before first tab is the brand
ranking not position one it already filter everything sorted by amount of
search volume and in the first tab also show you okay unique or duplicate
duplicate means you have this keyword ranking for more than one year l so in
case you know you have cannibalization happening your website you can also
check from here so then the second tab as we mentioned before you have the
low-hanging fruit mostly for non brain keywords you can
also check your competitors content if you check in in syrups basically which
website is ranking on position one and what then even better in non brain
ranking above ten tab this is also already sorted by search volume so you
can see okay which keyword you’re already ranking with but you haven’t
optimized it well so maybe from here you can you know pick up some ideas okay the
topics you haven’t even think about before but your your website is already
ranking for it you can you know start optimizing maybe from there or even if
there’s something which is really crucial for your business your ranking
so once on it like on page two or three yeah definitely it is your main keyword
for your own numbering keyword for your industry and you’re still not optimizing
well then yeah so so from all these three tabs you can basically filter out
by unique or duplicates in this case we want to filter out by duplicate and
cross-check that keyword in the row type data so as I mentioned before you know
if you go one step further here you can see okay what kind of year
ranking for the skewer if you’re having you know for instance more than one URL
you can check cannibalization in this case for canonical URL you know we can
see that Google is having one single page but it is splitted into several
versions of several URLs or if you have for instance your pigeon ation index or
your URL parameters or any other URL except via for your main URL ranking for
for the keywords and what we can also see is that Google isn’t you know
following the SEO rule to you know update one article on a topic but is
publishing more you know different URLs for the same topic so our advice to
Google here would be look at you you as and maybe you can come validate
something and update some articles right yeah so yeah this is kind of the summary
of the tap-in and cool thing is you know you can also do this on the directory
level so before we’re only talking about the website level so but you can also
even go deeper into your directory level so basically check all of these data
within your directory split so what you can do is you can in research cloud you
can go to directories and this tool basically this section will basically
show all the subfolders you have within your website as we can see here Google
is doing it per year and month combination then you can you know in the
summary tab in the bottom you have this section with categories so you can input
your directories or special parameters there so here for instance we put like
the year directories you can also do this basically for any parameters you
have like big nations for that IDE or you know dot HTML dot PHP
so everything refers to a specific you know territory or group of your else
recently so this will basically show how much potential you can utilize from the
certain directories and maybe to have it comparison with the others and I guess
it’s also you know possible to do it on your competitors website exactly so the
beauty of it you can also do the same for your competitors so just do the same
method key that in in research cloud and put the raw data in the dashboard
and you can kind of compare it okay what yours what is your status call right now
compared to your competitors super corner yeah so you can click the
comparison then in your competitors domain within the same country then
extract the data okay cool I think I was a short but very valuable and useful
information stuffed baby now thank you very much for
sharing this I think the key takeaways here are first is discover your
potentials and get within your website you can use it use this search metrics
we to get all this data benchmark where your brand stands within industry and
competition spot your low-hanging fruits and then kicks out
SEO campaign if you have trouble kicking kickstart your SEO campaign you can as I
said at the beginning come to us we can even set up those dashboard for you and
your company we also invented a new agile content development process where
you know we not just create and publish content for you but we rather as you
check your website if it’s technically ok before we publish the content we are
building a dedicated and individualized a comment strategy for you and your
brand create a content quality issue and the content and then update the content
based on reporting we are building so when we see that the content you know we
publish is growing but stagnating then we will update the content rather than
new UL so if you want to get in contact with us and request any of those
services within searchmetrics at home flash DSG if you want us to build this
dashboard for you and that you have an overview about your brand and non Brent
trafficked and request and PLC you can find it as I said on such metric SATCOM
flash DSG so thank you very much feelings for sharing this community and
I hope it was valuable for you and you can take some ideas away now
I think we have some questions the first question is will you share this
dashboard we can yeah as a Bjorn mentioned before maybe you can contact
us first and yes she and we can have a talk further if you know we can help
with your problems and yeah we go from there okay so if you want to have a
dashboard then request us over the URL as I just shown the second question is
Kenya how to made this dashboard yes you can even you know pull the data from
your search console for instance or you can connect with our search metrics API
with the research cloud for instance then you know you can really automate
this so basically you can just enter the domain pick the country within the
dashboard and we’ll pick up everything and I think with Google sheets is cool
anyway because you you know it has an API it connects to an other API as well
and you can you know work with different triggers and you can automate those
triggers so that it pulls the data every Monday six o’clock or so so it’s really
it’s really easy to do it so the second question you already answered is then
search metrics API yes it is third question is how do you calculate the
click-through rate CPC conversion rate and average basket you’ve just shown I
mean we can jump nearly we can jump to the life
to day life one yeah okay let’s jump to the life one here in the summary tap you
have this custom entry right for position CPC CTR so for organic CTR you
can get the data from your search console so there you can filter out
first your brand and one brand so you get kind of the split I mean as a
default we put it like 20% so in reality is more than this so CPC CTR you can
also take this data from your AdWords campaign basically or you can cross
match of your data from analytics to get your conversion rate and your average
basket yeah exactly so yeah I mean especially conversion at average basket
is a KPI you should definitely know if you’re running an e-commerce yeah
exactly right that’s where your goal should be right and as you said like
click through it it’s always good to rely on your own picture rate so you
know go into the search field or if you don’t have set up social goal then they
are click-through rate studies different ones you can just google it and they are
like average you know click-through rates based on positions yeah in Google
so go with this yeah and when you’re checking your competitors data output
may be the same click for a yeah so I think that’s it from the question so I
as I said if you want to get in contact with us then feel free to visit our
website on such metrics calm slash DSG I hope as I said that you took something
away thank you very much for sharing this wishing you all a nice day bye bye
thank you bye

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