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?
Join over 70,000 growth pros from companies like Uber, Pinterest & Twitter