The Dark Side of Referral Traffic
Referral traffic is often seen as a badge of honor for businesses, a sign that their brand is being talked about and shared by others. However, according to Mordy Oberstein, a well-respected search marketing professional, reliance on referral traffic can be a weakness for brands. Oberstein argues that as a brand matures, it should aim to wean itself off referral traffic and instead focus on becoming a destination in its own right.
The Vulnerability of Referral Traffic
Oberstein identifies two key vulnerabilities associated with referral traffic:
- Relying on other websites to feature your brand
- Relying on Google to rank those websites, which in turn send traffic to your brand
If either of these two points fails, the flow of traffic can stop, leaving your brand vulnerable. This is a hidden weakness that can affect the long-term sustainability of healthy traffic and sales.
The Importance of Owning Your Narrative
As Oberstein explains, "It’s a double vulnerability… Relying on being featured by the website (the traffic source) and relying on Google to give that website traffic (the channel). There are two levels of exposure and vulnerability. As your brand matures, you want to own your own narrative." This means taking control of your brand’s story and message, rather than relying on others to tell it for you.
Becoming a Destination
So, how can brands become destinations in their own right? It starts with creating a strong brand identity and promoting it through various channels, both online and offline. This can include activities such as creating engaging content, building a community, and hosting events. The goal is to make your brand synonymous with a particular topic or industry, so that people think of you first when they need something related to that area.
The Myth of Brand Authority
Some SEOs believe in the concept of "Brand Authority," which suggests that certain brands have a special status that helps them rank higher in search engines. However, this is a misleading idea. Brand Authority is not about branding or authoritativeness, but rather an excuse for why certain sites rank highly. In reality, Google uses signals about how people feel about a site to determine its ranking, which is what being a brand is all about.
What is a Brand, Really?
According to Marty Neumeier, a thought leader on branding, "a brand is not owned by the company, but by the customers who draw meaning from it. Your brand isn’t what you say it is. It’s what they say it is." This means that a brand is not just a logo or a slogan, but the feelings and associations that people have with it. The best brands create vivid mental pictures and powerful feelings in the minds and hearts of customers, and are brought to life through their touchpoints.
Getting Back to Mordy Oberstein
Oberstein’s insight about referral traffic is that it’s a stepping stone towards becoming a destination, not the goal itself. It’s a means to an end, a way to get your brand in front of people and build momentum. However, the ultimate goal is to create a brand that people love and trust, and that becomes a destination in its own right.
Conclusion
In conclusion, while referral traffic may seem like a desirable thing, it’s not a long-term strategy for brands. Instead, businesses should focus on becoming destinations in their own right, by creating a strong brand identity and promoting it through various channels. By owning their narrative and creating positive feelings and associations with their brand, businesses can build a loyal customer base and achieve long-term success.