Oreo's SEO, Brand Addressable Market Size (BAMS), IAMS & More
The global cookie market size was valued at USD 30.62 billion in 2018. Oreo was one of the top brands in its category, always looking to increase its market share around the world. They have partnered with celebrities such as Wiz Khalifa, built a great presence on social media with 42 million likes (engagement could improve), and brought to life creative marketing ideas and contests to build exposure. Where they haven’t done so well is with Search — not yet. In this article, we are going to look at their organic traffic. We will calculate the current brand traffic using SEMrush filtering capabilities, and we will calculate the Brand Addressable Market Size (BAMS) and Industry Addressable Market Size (IAMS). Let’s do it! Oreo currently has 115K visitors arriving at the website from the US (as of the writing of this article). I know they haven’t put much attention into SEO so far, which means they don’t likely own all the Brand Addressable Market Size (BAMS). BAMS is the size of all the branded search traffic that could arrive at the brand's website. The reason why BAMS is important for a brand is that receiving this traffic allows the brand to deliver the message they want instead of allowing third parties (such as other websites or companies) to shape it. It empowers the brand because they can control the message they want to convey, even if it is not a “purchase search intent” type of traffic. OK, so let’s figure out how much-branded traffic Oreo receives. Calculating The Branded Traffic for Oreo The first thing I do is use the Exclude Branded Traffic filter. The reason I approach branded traffic this way is because it is easier to find out if the branded keywords are being filtered appropriately. I go to "Organic Search > Positions" and then apply the filter. After that, I scroll down to make sure no “Oreo”, “Oreos”, or similar keywords show up on the results. Another alternative way of doing this would be by adding an extra condition to this filter with the words I DON’T want to appear. This way, I make sure everything that is showing up has nothing to do with the brand. However, I like to look into the results without much filtering because sometimes I will get cool ideas based on the data I am looking at (See one interesting/funny? Idea in the P.S. at the end of the article.) In this case, I can see some searches that contain the word “Oreo,” so I move to the next filtering option. Second Brand Filtering Option Based on some research, I know some of the words associated with the brand I want to filter are: Oreo Oreos Nabisco To be precise and eliminate keyword duplication, I created a filter, including the keyword I want to see results for and excluding the rest. Semrush is really good at allowing you to do advanced filtering like this. For the word “Oreo”, this would be: This filters the searches that combine multiple words, plurals, etc.
Visit : https://new.allinclusive.agency/search-engine-optimization-service