{"id":893,"date":"2025-11-27T17:24:00","date_gmt":"2025-11-27T17:24:00","guid":{"rendered":"https:\/\/sites.exeter.ac.uk\/webteam\/?p=893"},"modified":"2025-12-01T10:11:09","modified_gmt":"2025-12-01T10:11:09","slug":"why-brand-matters-for-seo","status":"publish","type":"post","link":"https:\/\/sites.exeter.ac.uk\/webteam\/2025\/11\/27\/why-brand-matters-for-seo\/","title":{"rendered":"Why Brand Matters\u00a0for\u00a0SEO: How We Grew Bing Traffic by 25%\u00a0In 6 Months"},"content":{"rendered":"\n<p>When you think of SEO (Search Engine Optimisation), it is all too easy to default to alluring optimisation work: keyword research and application or link-building and PR. But&nbsp;perhaps the&nbsp;most basic and overlooked lever for search performance is brand clarity. With ever-increasing amounts of rubbish on the web \u2013 be it&nbsp;scams, AI slop, or just low-value content \u2013 prioritising user trust is more important than ever. And with&nbsp;an increasingly diverse array of platforms being used to search, optimising your presence outside of Google is no longer optional.&nbsp;<\/p>\n\n\n\n<p>At the beginning of 2025, we went back to basics and reviewed our presence on Bing from first principles. Through updating our brand appearance,&nbsp;submitting&nbsp;updated sitemaps, and cleaning up years of outdated indexed pages, we increased our web traffic from Bing by&nbsp;<strong>26.5%<\/strong>&nbsp;from 2024 to 2025. The changes were simple, low-effort, and&nbsp;required&nbsp;no major content or technical work. Yet the impact on traffic outcomes was&nbsp;substantial.&nbsp;<\/p>\n\n\n\n<p>Below,&nbsp;we\u2019ll&nbsp;outline the changes we made in detail, why it was so effective, and how other organisations can&nbsp;leverage&nbsp;their brand and apply the same approach.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Overlooked Role of Brand in SEO&nbsp;<\/h2>\n\n\n\n<p>Brand consistency helps search engines and users understand who you are and what you offer.&nbsp;It\u2019s&nbsp;a hallmark of how trustworthy your site is. Getting your branding right has impact across search and discovery, influencing entity recognition, indexation and appearance in results pages, and user trust.&nbsp;All&nbsp;these areas&nbsp;contribute to improving your&nbsp;<strong>click-through rate<\/strong>; the number of users who see your link in search results and click.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Issues We Found&nbsp;<\/h2>\n\n\n\n<p>During an audit of our presence on Bing, we&nbsp;identified&nbsp;some key issues that were undermining our brand visibility and consistency.&nbsp;<\/p>\n\n\n\n<ul>\n<li>Our brand name was inconsistent across various sub-domains and results.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Many of our indexed webpages were displaying&nbsp;<a href=\"https:\/\/www.cloudflare.com\/en-gb\/learning\/ssl\/why-is-http-not-secure\/\" target=\"_blank\" rel=\"noreferrer noopener\">HTTP rather than&nbsp;HTTPS&nbsp;results<\/a>.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Our favicon (site icon) was incorrect (or missing) in&nbsp;almost all&nbsp;results.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>A&nbsp;significant number&nbsp;of legacy\/decommissioned results were displaying.&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul>\n<li>Our sitemaps were out of date and not providing Bing with any useful information.&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Whilst each of these issues in isolation&nbsp;isn\u2019t&nbsp;critical, together they created an identity crisis for our brand in Bing.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Fixes We Implemented&nbsp;<\/h2>\n\n\n\n<p>We implemented a few quick, basic fixes to address some of these issues. We reached out to Bing\u2019s Webmaster Tools team to update our favicon with our new logo. We also&nbsp;submitted&nbsp;updated sitemaps for the entirety of our central website to help Bing understand our current structure and \u2018flush\u2019 out legacy results.&nbsp;<\/p>\n\n\n\n<p>We also audited HTTP results, ensuring we had correctly set up&nbsp;301&nbsp;(otherwise known as permanent)&nbsp;redirects from HTTP to HTTPS results. In some cases, old HTTP results were not being flushed and updated in Bing\u2019s index as the&nbsp;HTTP version of a&nbsp;page&nbsp;was still available on our server, despite the page being drastically updated since the first result was indexed.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Result: A 25% Increase in Bing Traffic with No Impressions Growth&nbsp;<\/h2>\n\n\n\n<p>We reviewed the results of this work, comparing 6 months of data post-completion with the average of two sets of 6-month segments prior. The results are pretty staggering:&nbsp;<\/p>\n\n\n\n<p>Traffic from Bing rose by approximately 26.5%; from ~405,000&nbsp;clicks&nbsp;to ~512,000&nbsp;clicks&nbsp;per period. Impressions remained stagnant across each period at approximately 8.6m per period, meaning click-through rate has improved from 4.7% to 6%.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"903\" height=\"231\" src=\"https:\/\/sites.exeter.ac.uk\/webteam\/wp-content\/uploads\/sites\/307\/2025\/11\/image.png\" alt=\"\" class=\"wp-image-895\" srcset=\"https:\/\/sites.exeter.ac.uk\/webteam\/wp-content\/uploads\/sites\/307\/2025\/11\/image.png 903w, https:\/\/sites.exeter.ac.uk\/webteam\/wp-content\/uploads\/sites\/307\/2025\/11\/image-300x77.png 300w, https:\/\/sites.exeter.ac.uk\/webteam\/wp-content\/uploads\/sites\/307\/2025\/11\/image-768x196.png 768w\" sizes=\"(max-width: 903px) 100vw, 903px\" \/><\/figure>\n\n\n\n<p>These results were achieved without any\u00a0new content\u00a0or campaigns. They were driven by improving user trust through brand clarity directly in search results pages. Not only did we reduce the amount of poor pages shown in results (known as index clutter) and give Bing more consistent metadata to generate results with, but we\u00a0leveraged\u00a0the power and recognition of our brand to reassure users that they could trust our website to provide them with the answer to their question.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What You Can Learn&nbsp;<\/h2>\n\n\n\n<p>Everyone knows how important SEO is, but many teams underestimate the importance of brand hygiene and its impact on search. The fixes we made are not technically complex and can be fairly described as entry-level SEO work. Yet they can have disproportionate impact, especially for large organisations. Brand coherence is foundational for modern search.\u00a0Brand matters for SEO, make sure you are\u00a0leveraging\u00a0yours.\u00a0\u00a0<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity is-style-wide\" \/>\n\n\n\n<h2 class=\"wp-block-heading\">*Glossary<\/h2>\n\n\n\n<p><strong>SEO, or\u00a0search engine optimization<\/strong>, is\u00a0the practice of optimising a website to increase its visibility in search engine results, driving more organic (free) traffic to the site. It involves improving a website&#8217;s content, structure, and performance to help it rank higher on search engine results pages for relevant user queries.<\/p>\n\n\n\n<p><strong>Brand clarity<\/strong>\u00a0is\u00a0the state where a brand&#8217;s identity\u2014its purpose, vision, values, and offerings\u2014is clearly understood both internally and externally.<\/p>\n\n\n\n<p><strong>A sitemap\u00a0<\/strong>is\u00a0a file that lists a website&#8217;s important pages to help search engines understand its structure and how its content is organised.<br>\u00a0<br><strong>Bing<\/strong>\u00a0is\u00a0a search engine developed by Microsoft.<br>\u00a0<br><strong>Entity recognition<\/strong>,\u00a0is\u00a0a natural language processing (NLP) technique that identifies and categorises key information in unstructured text into predefined categories like names, locations, organisations, and dates. Its goal is to convert raw text into structured information by\u00a0identifying\u00a0meaningful elements, such as distinguishing between the Amazon river and the company Amazon based on the text&#8217;s context.<br>\u00a0\u00a0<br><strong>A favicon<\/strong>\u00a0is\u00a0a small icon, often a simplified version of a company&#8217;s logo, that\u00a0represents\u00a0a website. It is displayed in various places, including browser tabs, bookmark lists, the address bar, and search results, to help users quickly\u00a0identify\u00a0and navigate between different pages. The term is a combination of &#8220;favourite icon&#8221;\u00a0and it functions as an icon for your site&#8217;s &#8220;favourites&#8221;.<br>\u00a0<br><strong>Impressions<\/strong>\u00a0refer to\u00a0the number of times an ad or organic search result appears on a screen, regardless of whether it was clicked.<\/p>\n\n\n\n<p><strong>Click-through rate (CTR)\u00a0<\/strong>is\u00a0the number of users who see your link in search results and click.<\/p>\n\n\n\n<p><strong>Indexation<\/strong>\u00a0is\u00a0the process where search engines analyse and store information about web pages in a massive database called an &#8220;index&#8221;.<\/p>\n\n\n\n<p><strong>HTTPS is the secure, encrypted version of HTTP<\/strong>. HTTPS uses\u00a0encryption to protect data as it travels between a user&#8217;s browser and a website, while HTTP transmits data in plain text, making it vulnerable to interception. Consequently, HTTPS is essential for sensitive data and is used by most modern websites,\u00a0indicated\u00a0by a padlock icon in the browser&#8217;s address bar.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>When you think of SEO (Search Engine Optimisation), it is all too easy to default to alluring optimisation work: keyword research and application or link-building [&hellip;]<\/p>\n","protected":false},"author":2451,"featured_media":921,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[9],"tags":[],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Brand Matters\u00a0for\u00a0SEO: How We Grew Bing Traffic by 25%\u00a0In 6 Months - Web Team Blog<\/title>\n<meta name=\"description\" content=\"Brand matters for SEO. Everyone knows how important SEO is, but many teams underestimate the importance of brand hygiene.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sites.exeter.ac.uk\/webteam\/2025\/11\/27\/why-brand-matters-for-seo\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Brand Matters for SEO: How We Grew Bing Traffic by 25% In 6 Months\" \/>\n<meta property=\"og:description\" content=\"Brand matters for SEO. Everyone knows how important SEO is, but many teams underestimate the importance of brand hygiene.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sites.exeter.ac.uk\/webteam\/2025\/11\/27\/why-brand-matters-for-seo\/\" \/>\n<meta property=\"og:site_name\" content=\"Web Team Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/exeteruni\" \/>\n<meta property=\"article:published_time\" content=\"2025-11-27T17:24:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-12-01T10:11:09+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sites.exeter.ac.uk\/webteam\/wp-content\/uploads\/sites\/307\/2025\/11\/18924.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"930\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Morgan Centini\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"Why Brand Matters for SEO: How We Grew Bing Traffic by 25% In 6 Months\" \/>\n<meta name=\"twitter:description\" content=\"Brand matters for SEO. 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