Businesses place immense focus on the mechanics and deliverance of search engine optimization (SEO) tactics. Unfortunately, throughout the conceptualization of their online marketing campaigns they often fail to differentiate between two very important segment audiences. One of the biggest mistakes that marketing departments make is failing to treat branded traffic differently than the way they engage with non-branded visitors.
When a marketing team can understand traffic sources, such as the percentage of visitors who came from search compared to referral sites, they're better able to enact an effective conversion plan.
Branded traffic refers to the visitors who directly type in a domain name or use a search engine to find the business they already know. The way marketers approach these people can be subtle and less formal – they already understand what the brand has to offer, now they're just reaffirming their initial thoughts. Noticing a high-volume of branded traffic on a website also indicates that exterior marketing efforts have paid off and built some sense of brand recognition.
Non-branded traffic, on the other hand, has navigated to websites based on the keywords they've used in search. These leads require additional time, nurturing and engagement, as they've yet to form an opinion on the business they're currently evaluating. Marketers need to develop a plan of action on how to treat these leads in unique ways and provide incentives to remain on the site and eager to buy.