HELP: Need a Better Title to Siphon Traffic away from a Brand Name

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*edit* It seems the replies here are focusing on the brand name and assuming some nefarious copyright infringement plot. This is far from the truth. The company who we are trying to steal traffic from here is offering a service we believe possibly illegal and certainly detrimental to its customers. Hence we are trying to get exposure for our negative review of their company by targeting ranking for their brand name.

Imagine if you searched for "Amazon" and result 1 was Amazon.com and result 2 was "Amazon Review - It is a major scam, do not shop there!"... that would turn heads and siphon off some of the traffic to Amazon. Now Amazon is not a scam site, but what we are targeting is a bad site and we want to divert their traffic to more responsible brands. */edit*

There is a brand that we don't like in a niche one of our websites operates in. This brand is not a competitor of ours, but a competitor of the companies we work with (and we think they offer a sub-par, possibly illegal service). My goal is to siphon traffic away from them. In order to do this we wrote a long-form and lengthy review of said company and their main product. With this review, we are trying to rank for as many keywords as we can in order to get our review seen by people searching for their brand/product. Thus far we have managed to get number 1 rankings in Google for "brand name review" "brand name reviews" and a juicy number 2 ranking for their actual "brand name"!

This has been excellent and we have gotten a fair amount of hits with this strategy. We are dominating the "reviews" searches and getting something like 50% CTR in the number one spot for "brand name review(s)" and other similar variations, so that is well under control. However, the simple "brand name" searches have far more volume than the review searches. "Brand name" search has about 40x the search volume of "brand name review".

Also, as you may know, when someone searches for a simple brand name, they often are trying to find the brand name's website and nothing else, so CTR are very low to other sites and results, but again the volume is very high. As such, I really want to increase our CTR for the brand name searches. To this end, I made a change with very positive results about 6 weeks ago. Here are some stats before and after our article title changes:

Before
Title = Brand Name Review
CTR = "brand name" searches was 0.9-1.1%

After
Title = Brand Name Review - Read this before you deposit real money!
CTR = "brand name" searches now 2.2-3%


As you can see, the title change itself did wonders for CTR, resulting in 200-250% increase in organic CTR. I suspect this is because we have appealed to some sort of fear button as well as called the reader to action directly with "read this" & "you".

To those of you who are experts at title creation, are there any tweaks or outright title changes you might suggest that we could increase our CTR even further? I'd love to get 5% of their traffic and really put a dent in their business!
#brand #siphon #title #traffic
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  • Profile picture of the author Kay King
    As I read you post- you are USING the 'brand name' - how are you avoiding trademark infringement...or don't you care about that?
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    • Profile picture of the author untrainednewb
      Originally Posted by Kay King View Post

      As I read you post- you are USING the 'brand name' - how are you avoiding trademark infringement...or don't you care about that?
      No, not at all. We are not using someone else's brand name.

      We wrote a review about a brand that we do not like. And we are trying to rank said review for "brand name review" as well as the brand name. It did not occur to me that this wasn't clear, I will attempt to edit my OP now to avoid confusion. Thanks.
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  • Profile picture of the author Kay King
    Thank you - usually when someone posts about how they use 'brand name' they are using someone ELSE's 'brand'...that was my concern.
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  • Profile picture of the author paulgl
    If you have a real company, with a real brand,....perhaps a return to a real business plan would be in the near future.

    Like, um, concentrating on YOUR brand....especially when it comes to online.

    Paul
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    • Profile picture of the author untrainednewb
      Originally Posted by paulgl View Post

      If you have a real company, with a real brand,....perhaps a return to a real business plan would be in the near future.

      Like, um, concentrating on YOUR brand....especially when it comes to online.

      Paul
      I can tell that I'm going to have to rewrite and repost this. You and other posters are not really understanding what is going on here and think this some sort of nefarious plot to steal someone's brand name. This is of course far from the truth.

      I believe the company in question to be offering potentially illegal and detrimental services to people who would otherwise be customers of more responsible brands in the same niche. Hence why we want to divert traffic away from them.

      Attacking their brand name keyword is a way to get the warning in front of the eyes of the most consumers at once, hence "Read this before you deposit real money!" in the title. The goal is obviously to keep people from depositing real money to a shady operation.

      Alas, as I did not include this in the OP it seems everyone is focusing on this brand name business thinking I am attempting some sort of copyright infringement when I am merely targeting a search term and trying to increase CTR for said term.
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  • Profile picture of the author Kay King
    Imagine if you searched for "Amazon" and result 1 was Amazon.com and result 2 was "Amazon Review - It is a major scam, do not shop there!"... that would turn heads and siphon off some of the traffic to Amazon.
    Not for long - Amazon would have your site shut down quickly for trademark infringement. That's what we are saying here.

    You could target the same keywords - but not use the trademarked brand name as a 'keyword'. Before anything, though, check to see if the 'term' is trademarked...or not. That's easy to do.
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    • Profile picture of the author untrainednewb
      Originally Posted by Kay King View Post

      Not for long - Amazon would have your site shut down quickly for trademark infringement. That's what we are saying here.

      You could target the same keywords - but not use the trademarked brand name as a 'keyword'. Before anything, though, check to see if the 'term' is trademarked...or not. That's easy to do.
      Let me get this straight. You are attempting to tell me that I can not write a review about a company and use their name in it and subsequently attempt to rank in a search engine for the name of that company in order to increase the exposure of my review?

      That is hogwash.

      Writing a review of a website or product is 100% fair use and it matters not whether a name is trademarked or not. I can write factual and true information about any company or topic I so choose and there is no restriction whatsoever.

      All this is is a negative review. I am not stealing anyone's intellectual property or infringing upon anyone's trademarks and I honestly can not for the life of me understand why multiple people here are interpreting my post as such.

      Furthermore, if what you say is true, sites like PayPalSucks.com and WhyEbaySucks.info would never be able to exist...

      #baffled
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  • Profile picture of the author yukon
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    Originally Posted by untrainednewb View Post

    Imagine if you searched for "Amazon" and result 1 was Amazon.com and result 2 was "Amazon Review - It is a major scam, do not shop there!"... that would turn heads and siphon off some of the traffic to Amazon. Now Amazon is not a scam site, but what we are targeting is a bad site and we want to divert their traffic to more responsible brands. */edit*


    You appear to be desperate.
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    • Profile picture of the author untrainednewb
      Originally Posted by yukon View Post

      You appear to be desperate.
      Desperate for what exactly?
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      • Profile picture of the author yukon
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        Originally Posted by untrainednewb View Post

        Desperate for what exactly?


        There is a brand that we don't like in a niche one of our websites operates in. This brand is not a competitor of ours, but a competitor of the companies we work with (and we think they offer a sub-par, possibly illegal service). My goal is to siphon traffic away from them.


        Desperate for search traffic.

        What you've described is something people do when they've ran out of options.

        If that other business didn't exist, what would you be doing for traffic right now?
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        • Profile picture of the author untrainednewb
          Originally Posted by yukon View Post

          Desperate for search traffic.

          What you've described is something people do when they've ran out of options.

          If that other business didn't exist, what would you be doing for traffic right now?
          You go ahead and feel free to ignore opportunities to garner hundreds of extra clicks and potential customers per day. I will not be so foolish as you.

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  • Profile picture of the author Bharathipriya
    Before
    Title = Brand Name Review
    CTR = "brand name" searches was 0.9-1.1%

    After
    Title = Brand Name Review - Read this before you deposit real money!
    CTR = "brand name" searches now 2.2-3%
    I really liked your title variation. Apart from receiving traffic for the brand name, you have also tried to include a keyword "deposit real money" in the title. That's the reason behind the traction that your website received.

    Here are my title suggestions for you.

    Brand Name Review - [Their primary keyword]
    Beware of [brand name] services: A honest review

    And you could also pick some real case study of how that brand sucked and include it in your content copy. That way you can use the title as below, with Lynda as a sample customer name.

    Brand Name Review: Lynda just lost her money
    Brand Name Review: See what [brand name's] customer Lynda has to say!

    These are just ideas. You need to build a story that sticks to your content format. Do ping me for any help. Happy experimenting :-)
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  • Profile picture of the author ryanbiddulph
    I am so big on focusing on yourself and your business and not fearing the folks in the same niche because when you fear them, you believe they could actually take away anything from you in an abundant Universe. Focus on you. Help folks.Make friends. Dissolve the fear of fellow brands in your niche. Prosper accordingly.
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    • Profile picture of the author untrainednewb
      Originally Posted by ryanbiddulph View Post

      I am so big on focusing on yourself and your business and not fearing the folks in the same niche because when you fear them, you believe they could actually take away anything from you in an abundant Universe. Focus on you. Help folks.Make friends. Dissolve the fear of fellow brands in your niche. Prosper accordingly.

      I suppose I could have worded it better in the OP. This is not one of our competitors. This is a competitor to the companies we work with who offers what we believe to be a defective service.
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    • Profile picture of the author MikeFriedman
      I have no idea why people are having such a hard time grasping what you are getting at. It certainly is not trademark infringement.

      And then this response makes zero sense, has nothing to do with what you are asking, and sounds like some silly zen shit.

      I am so big on focusing on yourself and your business and not fearing the folks in the same niche because when you fear them, you believe they could actually take away anything from you in an abundant Universe. Focus on you. Help folks.Make friends. Dissolve the fear of fellow brands in your niche. Prosper accordingly.

      Anyhow, I gave you my advice on another forum already. This is a pretty common practice used by tons of marketers all of the time. I would look at some IM product launches and do searches on those products for some title ideas.

      Just remember that messing around with your title tag can also impact your rankings. You may inadvertently drop your ranking down a spot or two, which would almost certainly decrease your CTR.
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      • Profile picture of the author untrainednewb
        Originally Posted by MikeFriedman View Post

        Just remember that messing around with your title tag can also impact your rankings. You may inadvertently drop your ranking down a spot or two, which would almost certainly decrease your CTR.
        This does concern me. I certainly would not want to lose the solid rankings we now enjoy. However, I do feel that we should be able to get 3-5% of the traffic if we can appeal to the searcher in the right way.

        Appealing to them in the right way, is, in my mind, a matter of getting them to click on the result in the first place. We solidly hold the ranking at 2.0... there is no GSC fluctuation at all... no 2.4 avg, no 2.9 avg... it is 2.0 flat. Given that rank 1 is never achievable short of them getting a penalty to their domain (highly highly unlikely) I think we have a certain margin of safety in which to work.

        If we were to drop down in rankings after a title change, I think my recourse would be to either:

        a) revert back to previous title and pray
        b) get a couple more quality backlinks to the page and pray


        At this point, I think what we are going to do is keep the focus keywords in place, i.e. brand name review - and then simply change the text afterwards as little as possible, but with an eye on eliciting more emotion and thus, clicks.

        As such, I think I've settled on making the following change:

        Brand Name Review - Read This Before You Deposit Real Money!

        will become

        Brand Name Review - Don't Deposit Real Money w/o Reading This!


        Any thoughts from you title gurus out there?
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