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I work at a company where we have a couple of B2B products. What I've found is that the majority of our traffic comes through organic search, but 90% of that traffic is through branded terms. Usually, after a product launch, after we've got press coverage on many blogs, the majority of our traffic for that product is not through referral traffic, but through organic traffic for branded terms.

This leads me to conclude that people read the articles, and instead of actually clicking the link on the articles to our website, they go ahead and search for the product via Google.

According to SEMrush, our competitors get the majority of their traffic through branded terms as well, which means they get their exposure via press coverage as well. Their blogs are lackluster and they don't get much traffic via their blog (just like our own blog). There seems to be very little SEO/content marketing potential in this niche, and press coverage seems to be the only way to get ahead in a major way.

So should I pursue SEO? Or should I have a sole focus on making my product awesome, getting press coverage and go full-blast in influencer marketing and the like?

Also, is there any way to track the effectiveness of press coverage articles, maybe through a competitive intelligence tool? Since there is less traffic through referrals and the actual traffic comes through branded terms, I need to know which articles actually contributed to those searches. Is there a way to do this?

  • DM

    Drew Moffitt

    about 3 years ago #

    Hey,

    I agree with the previous growth hacker's answer, but I would add that there are a lot of things you can do to give yourself a headstart when developing your business. Here is a great post with some advice that is outside of the usual backlinks and other tactics.

    Hope this helps: http://silicon.nyc/online-marketing-seo-advice/

  • MA

    Maddy Adorna

    over 4 years ago #

    1 - Yes, you should totally focus on making an awesome product because no amount of marketing and SEO can save a subpar product.

    2 - Since you've already found that press coverage, influencer marketing, etc work for you, then most of your resources should go into those efforts.

    3 - When doing your usual tracking and reporting, indicate the dates where you had a press conference so you can attribute sudden changes in traffic after the event and compare them with baseline data.

    4 - Monitor not only website traffic but also changes in social signals following your activities.

    5 - Yes, you must still SEO. Imagine this: Your event called 2015 Digital Summit is a success. Someone hears about it and searches it on the web. How will a searcher land on your website if you have not SEO'd it to show up for that search? :)

    6 - Also - if you have a little bit more resources.. If you and your competitors are going head to head on the 90% traffic that go the brand search way, you can totally own the 10% that your competitors have given up on with SEO.

    Cheers.

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