{"id":12564,"date":"2026-09-13T13:34:42","date_gmt":"2026-09-13T10:34:42","guid":{"rendered":"https:\/\/brandaft.com\/marka-aramasi-nasil-artirilir\/"},"modified":"2026-09-13T13:34:46","modified_gmt":"2026-09-13T10:34:46","slug":"how-to-increase-branded-searches","status":"publish","type":"post","link":"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/","title":{"rendered":"How to Increase Branded Searches (and Why They Matter)"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">\u201cReklamlar\u0131 kestik, trafik bir ayda yar\u0131ya d\u00fc\u015ft\u00fc.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu c\u00fcmle bir b\u00fct\u00e7e sorunu gibi duyuyor ama de\u011fil. Reklam kapand\u0131\u011f\u0131nda geriye kalan \u015fey markan\u0131n kendi talebidir ve o talebin b\u00fcy\u00fckl\u00fc\u011f\u00fc tek bir yerde g\u00f6r\u00fcn\u00fcr: insanlar\u0131n sizi ad\u0131n\u0131zla aray\u0131p aramad\u0131\u011f\u0131nda. Marka aramas\u0131 bu y\u00fczden bir pazarlama \u00e7\u0131kt\u0131s\u0131 de\u011fil, pazarlaman\u0131n karnesidir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6l\u00e7\u00fclebilir olmas\u0131 da buradan geliyor. Bilinirlik anketle sorulur, marka ad\u0131yla yap\u0131lan aramalar say\u0131l\u0131r. Institute of Practitioners in Advertising\u2019in 2020 EffWorks konferans\u0131nda Les Binet\u2019in sundu\u011fu \u00e7al\u0131\u015fma, markan\u0131n arama pay\u0131n\u0131n (share of search) pazar pay\u0131n\u0131 <strong>\u00f6nceden haber veren bir g\u00f6sterge<\/strong> oldu\u011funu ortaya koydu; otomotivde bu \u00f6nc\u00fcl\u00fck <strong>bir y\u0131la kadar<\/strong> \u00e7\u0131k\u0131yor ve s\u00fcreklilik ta\u015f\u0131yan reklam yat\u0131r\u0131mlar\u0131nda aramalar\u0131n <strong>%60\u2019\u0131 uzun vadeli etkiden, %40\u2019\u0131 k\u0131sa vadeli etkiden<\/strong> geliyor (<a href=\"https:\/\/ipa.co.uk\/news\/binet-presents-fast-cheap-predictive-share-of-search-metric\" target=\"_blank\" rel=\"noopener\">IPA, Ekim 2020<\/a>). Bu g\u00f6sterge bug\u00fcn\u00fc de\u011fil, \u00f6n\u00fcm\u00fczdeki \u00e7eyrekleri anlat\u0131yor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Biz Brandaft olarak \u0130stanbul merkezli, \u00f6l\u00e7\u00fcm odakl\u0131 bir <a href=\"https:\/\/brandaft.com\/dijital-pazarlama-ajansi\/\">dijital pazarlama ajans\u0131y\u0131z<\/a> ve bu konuda duru\u015fumuz net: marka \u00e7al\u0131\u015fmas\u0131n\u0131 \u201c\u00f6l\u00e7\u00fclemez\u201d kabul etmiyoruz. S\u0131ralama garantisi vermiyoruz ama hangi ayda hangi g\u00f6stergenin k\u0131p\u0131rdamas\u0131 gerekti\u011fini ba\u015ftan yaz\u0131yoruz. Tarot kartlar\u0131 satan bir Shopify markas\u0131 olan Calmoura\u2019da y\u00fcr\u00fctt\u00fc\u011f\u00fcm\u00fcz i\u00e7erik ve backlink \u00e7al\u0131\u015fmas\u0131, Amerika pazar\u0131nda marka ad\u0131yla yap\u0131lan aramalar\u0131 <strong>%200 art\u0131rd\u0131<\/strong> \u2014 \u00e7al\u0131\u015fman\u0131n ayr\u0131nt\u0131s\u0131 <a href=\"https:\/\/brandaft.com\/case-study\/\">vaka \u00e7al\u0131\u015fmalar\u0131m\u0131z<\/a> aras\u0131nda duruyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu rehberde \u015funlar\u0131 ele alaca\u011f\u0131z:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>Marka sorgusunun ne oldu\u011fu ve neden bir sonu\u00e7 de\u011fil g\u00f6sterge oldu\u011fu<\/li>\n\n\n<li>Search Console\u2019da do\u011fru kurulum ve \u00f6l\u00e7\u00fcm\u00fcn gizli tuza\u011f\u0131<\/li>\n\n\n<li>Share of search hesab\u0131 ve pazar pay\u0131yla ili\u015fkisi<\/li>\n\n\n<li>Google Trends\u2019in ne s\u00f6yledi\u011fi, ne s\u00f6ylemedi\u011fi<\/li>\n\n\n<li>Talep taraf\u0131nda ger\u00e7ekten \u00e7al\u0131\u015fan alt\u0131 kald\u0131ra\u00e7<\/li>\n\n\n<li>Marka SERP\u2019inizin kontrol\u00fc ve art\u0131\u015f\u0131 sat\u0131\u015fa \u00e7eviren yap\u0131<\/li>\n\n\n<li>\u00d6l\u00e7\u00fcmde en s\u0131k yap\u0131lan be\u015f hata ve 90 g\u00fcnl\u00fck plan<\/li>\n\n<\/ul>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_88 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u0130\u00e7indekiler<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #4877bd;color:#4877bd\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #4877bd;color:#4877bd\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_aramasi_nedir_ve_neden_bir_sonuc_degil_bir_gostergedir\" >Marka Aramas\u0131 Nedir? (Ve Neden Bir Sonu\u00e7 De\u011fil, Bir G\u00f6stergedir?)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_aramasi_neden_en_durust_metriktir\" >Marka Aramas\u0131 Neden En D\u00fcr\u00fcst Metriktir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_aramasi_nasil_olculur_search_console_tarafindaki_gizli_tuzak\" >Marka Aramas\u0131 Nas\u0131l \u00d6l\u00e7\u00fcl\u00fcr? (Search Console Taraf\u0131ndaki Gizli Tuzak)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#share_of_search_nedir_ve_pazar_payini_nasil_haber_verir\" >Share of Search Nedir ve Pazar Pay\u0131n\u0131 Nas\u0131l Haber Verir?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#google_trends_ile_rakip_karsilastirmasi_nasil_yapilir\" >Google Trends ile Rakip Kar\u015f\u0131la\u015ft\u0131rmas\u0131 Nas\u0131l Yap\u0131l\u0131r?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_aramasi_nasil_artirilir_talep_tarafindaki_6_kaldirac\" >Marka Aramas\u0131 Nas\u0131l Art\u0131r\u0131l\u0131r? Talep Taraf\u0131ndaki 6 Kald\u0131ra\u00e7<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#1_kategori_giris_noktalarinda_gorunmek\" >1. Kategori giri\u015f noktalar\u0131nda g\u00f6r\u00fcnmek<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#2_ayni_adi_her_yerde_ayni_sekilde_kullanmak\" >2. Ayn\u0131 ad\u0131 her yerde ayn\u0131 \u015fekilde kullanmak<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#3_ucretli_kanali_hatirlatma_olarak_kullanmak\" >3. \u00dccretli kanal\u0131 hat\u0131rlatma olarak kullanmak<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#4_ucuncu_taraf_mecralarda_gorunmek\" >4. \u00dc\u00e7\u00fcnc\u00fc taraf mecralarda g\u00f6r\u00fcnmek<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#5_hatirlanacak_bir_farkla_konumlanmak\" >5. Hat\u0131rlanacak bir farkla konumlanmak<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#6_mevcut_musteriyi_tekrar_arayan_kisiye_donusturmek\" >6. Mevcut m\u00fc\u015fteriyi tekrar arayan ki\u015fiye d\u00f6n\u00fc\u015ft\u00fcrmek<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_serpinizi_kim_yonetiyor\" >Marka SERP\u2019inizi Kim Y\u00f6netiyor?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_aramasi_artisi_satisa_nasil_donusur\" >Marka Aramas\u0131 Art\u0131\u015f\u0131 Sat\u0131\u015fa Nas\u0131l D\u00f6n\u00fc\u015f\u00fcr?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#olcumde_en_sik_yapilan_5_hata\" >\u00d6l\u00e7\u00fcmde En S\u0131k Yap\u0131lan 5 Hata<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#1_filtreli_sayiyi_filtresiz_toplama_bolmek\" >1. Filtreli say\u0131y\u0131 filtresiz toplama b\u00f6lmek<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#2_marka_trafigini_organik_basari_olarak_raporlamak\" >2. Marka trafi\u011fini organik ba\u015far\u0131 olarak raporlamak<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#3_marka_adi_jenerikken_trendse_guvenmek\" >3. Marka ad\u0131 jenerikken Trends\u2019e g\u00fcvenmek<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#4_araligi_ve_filtreyi_her_raporda_degistirmek\" >4. Aral\u0131\u011f\u0131 ve filtreyi her raporda de\u011fi\u015ftirmek<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#5_ilk_ceyrekte_sonuc_beklemek\" >5. \u0130lk \u00e7eyrekte sonu\u00e7 beklemek<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-21\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_aramasi_ne_kadar_surede_artar\" >Marka Aramas\u0131 Ne Kadar S\u00fcrede Artar?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-22\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#brandaft_perspektifi_marka_aramasi_bir_kampanya_hedefi_degil_sistem_ciktisidir\" >Brandaft Perspektifi: Marka Aramas\u0131 Bir Kampanya Hedefi De\u011fil, Sistem \u00c7\u0131kt\u0131s\u0131d\u0131r<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-23\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#90_gunluk_olcum_ve_artis_plani\" >90 G\u00fcnl\u00fck \u00d6l\u00e7\u00fcm ve Art\u0131\u015f Plan\u0131<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-24\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#takip_kontrol_listesi\" >Takip Kontrol Listesi<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-25\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_aramasi_ile_ilgili_sikca_sorulan_sorular\" >Marka Aramas\u0131 ile \u0130lgili S\u0131k\u00e7a Sorulan Sorular<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_aramasi_ile_dogrudan_trafik_ayni_sey_mi\" >Marka aramas\u0131 ile do\u011frudan trafik ayn\u0131 \u015fey mi?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_sorgularina_reklam_vermek_bu_sayiyi_artirir_mi\" >Marka sorgular\u0131na reklam vermek bu say\u0131y\u0131 art\u0131r\u0131r m\u0131?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-28\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#search_consoledaki_gosterim_sayisi_neden_tutarsiz_gorunuyor\" >Search Console\u2019daki g\u00f6sterim say\u0131s\u0131 neden tutars\u0131z g\u00f6r\u00fcn\u00fcyor?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-29\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#share_of_search_hesabi_icin_kac_rakip_almaliyim\" >Share of search hesab\u0131 i\u00e7in ka\u00e7 rakip almal\u0131y\u0131m?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-30\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#kucuk_bir_markada_bu_olcum_yapilabilir_mi\" >K\u00fc\u00e7\u00fck bir markada bu \u00f6l\u00e7\u00fcm yap\u0131labilir mi?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#marka_sorgulari_dusuyorsa_ilk_nereye_bakmaliyim\" >Marka sorgular\u0131 d\u00fc\u015f\u00fcyorsa ilk nereye bakmal\u0131y\u0131m?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#artis_ne_zaman_ciroya_yansir\" >Art\u0131\u015f ne zaman ciroya yans\u0131r?<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"#\" data-href=\"https:\/\/brandaft.com\/en\/marka-aramasi-nasil-artirilir\/#sonuc_marka_aramasi_pazarlamanin_kendi_kendine_yazdigi_karne\" >Sonu\u00e7: Marka Aramas\u0131, Pazarlaman\u0131n Kendi Kendine Yazd\u0131\u011f\u0131 Karne<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_aramasi_nedir_ve_neden_bir_sonuc_degil_bir_gostergedir\"><\/span>Marka Aramas\u0131 Nedir? (Ve Neden Bir Sonu\u00e7 De\u011fil, Bir G\u00f6stergedir?)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Marka aramas\u0131, kullan\u0131c\u0131n\u0131n bir ihtiyac\u0131 tan\u0131mlayarak de\u011fil, do\u011frudan markan\u0131z\u0131n ad\u0131n\u0131 yazarak yapt\u0131\u011f\u0131 aramad\u0131r. \u201cTarot kart\u0131 sat\u0131n al\u201d bir kategori sorgusudur; \u201cCalmoura tarot\u201d bir marka sorgusudur. Aradaki fark kelime say\u0131s\u0131 de\u011fil, niyetin y\u00f6n\u00fc: birincisinde kullan\u0131c\u0131 bir \u00e7\u00f6z\u00fcm ar\u0131yor, ikincisinde \u00e7\u00f6z\u00fcm\u00fc zaten se\u00e7mi\u015f, sizi bulmaya \u00e7al\u0131\u015f\u0131yor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu ayr\u0131m ticari olarak kritik, \u00e7\u00fcnk\u00fc iki sorgu tipi hunide farkl\u0131 yerlerde duruyor. Kategori sorgusunda rakiplerinizle ayn\u0131 sayfada yar\u0131\u015f\u0131rs\u0131n\u0131z; marka sorgusunda sayfa b\u00fcy\u00fck \u00f6l\u00e7\u00fcde sizindir. Bu y\u00fczden buradan gelen trafi\u011fin d\u00f6n\u00fc\u015f\u00fcm oran\u0131 tipik olarak kategori trafi\u011finin \u00fczerinde seyreder ve m\u00fc\u015fteri edinme maliyeti d\u00fc\u015fer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">G\u00f6stergeye d\u00f6n\u00fc\u015fmesi de bu noktada ba\u015fl\u0131yor. Marka sorgusu hacmi, yapt\u0131\u011f\u0131n\u0131z hi\u00e7bir SEO \u00e7al\u0131\u015fmas\u0131yla do\u011frudan artmaz. Artmas\u0131 i\u00e7in insanlar\u0131n markan\u0131z\u0131 bir yerde g\u00f6rm\u00fc\u015f, duymu\u015f ya da hat\u0131rlam\u0131\u015f olmas\u0131 gerekir. Yani bu say\u0131 SEO\u2019nun de\u011fil, t\u00fcm pazarlama sisteminin \u00e7\u0131kt\u0131s\u0131d\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bilinirlik bir alg\u0131d\u0131r. \/ Marka aramas\u0131 o alg\u0131n\u0131n say\u0131labilir hali.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu \u00e7er\u00e7eve oturduktan sonra, neden bu metri\u011fi di\u011ferlerinin \u00f6n\u00fcne koydu\u011fumuza bakal\u0131m.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_aramasi_neden_en_durust_metriktir\"><\/span>Marka Aramas\u0131 Neden En D\u00fcr\u00fcst Metriktir?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pazarlama metriklerinin \u00e7o\u011fu manip\u00fcle edilebilir. G\u00f6sterim sat\u0131n al\u0131nabilir, t\u0131klama sat\u0131n al\u0131nabilir, takip\u00e7i sat\u0131n al\u0131nabilir. Marka sorgusu sat\u0131n al\u0131namaz, \u00e7\u00fcnk\u00fc bir ki\u015finin klavyeye sizin ad\u0131n\u0131z\u0131 yazmas\u0131 i\u00e7in \u00f6nce sizi hat\u0131rlamas\u0131 gerekir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0130kinci d\u00fcr\u00fcstl\u00fck kayna\u011f\u0131, metri\u011fin gecikmesiz olmas\u0131. Marka sa\u011fl\u0131\u011f\u0131 anketleri \u00e7eyrekte bir yap\u0131l\u0131r, pahal\u0131d\u0131r ve k\u00fc\u00e7\u00fck \u00f6rneklemle \u00e7al\u0131\u015f\u0131r. Arama taraf\u0131 ise haftal\u0131k, \u00fccretsiz ve n\u00fcfusun tamam\u0131 \u00fczerinden \u00f6l\u00e7\u00fcl\u00fcr. Binet\u2019in \u00e7al\u0131\u015fmas\u0131n\u0131n en pratik yan\u0131 da bu: verinin kendisi 2004\u2019ten beri Google Trends \u00fczerinde haftal\u0131k olarak zaten duruyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00dc\u00e7\u00fcnc\u00fcs\u00fc, bu metrik k\u00f6t\u00fc haberi de s\u00f6yl\u00fcyor. Reklam b\u00fct\u00e7esi artarken marka sorgular\u0131 yatay kal\u0131yorsa, sat\u0131n ald\u0131\u011f\u0131n\u0131z \u015fey talep de\u011fil sadece trafiktir. Bu tespit rahats\u0131z edici ama karar de\u011fi\u015ftiricidir; hangi metriklerin ger\u00e7ekten karar tetikledi\u011fini <a href=\"https:\/\/brandaft.com\/pazarlamada-hangi-metrikler-onemlidir\/\">pazarlama metrikleri<\/a> taraf\u0131nda ayr\u0131ca ele al\u0131yoruz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Metri\u011fin de\u011feri anla\u015f\u0131ld\u0131ysa s\u0131ra onu do\u011fru kurmaya geliyor \u2014 ve burada \u00e7o\u011fu kurulum daha ilk ad\u0131mda bozuluyor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_aramasi_nasil_olculur_search_console_tarafindaki_gizli_tuzak\"><\/span>Marka Aramas\u0131 Nas\u0131l \u00d6l\u00e7\u00fcl\u00fcr? (Search Console Taraf\u0131ndaki Gizli Tuzak)<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6l\u00e7\u00fcm\u00fcn ba\u015flang\u0131\u00e7 noktas\u0131 Google Search Console\u2019un performans raporu. Sorgu tablosunda marka ad\u0131n\u0131z\u0131 i\u00e7eren sorgular\u0131 filtreleyip toplam g\u00f6sterim ve t\u0131klamay\u0131 okumak, i\u015fin g\u00f6r\u00fcnen k\u0131sm\u0131. <a href=\"https:\/\/brandaft.com\/google-search-console\/\">Search Console kurulumu<\/a> taraf\u0131n\u0131 ayr\u0131ca anlatt\u0131\u011f\u0131m\u0131z i\u00e7in burada do\u011frudan marka \u00f6l\u00e7\u00fcm\u00fcne \u00f6zg\u00fc k\u0131sma giriyorum.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">As\u0131l mesele \u015fu: Google, kullan\u0131c\u0131 gizlili\u011fini korumak i\u00e7in baz\u0131 sorgular\u0131 rapordan \u00e7\u0131kar\u0131yor. Bunlara anonimle\u015ftirilmi\u015f sorgu deniyor ve Google\u2019\u0131n kendi dok\u00fcmantasyonu bu sorgular\u0131n grafik toplamlar\u0131na dahil edildi\u011fini, <strong>ancak bir sorgu filtresi uyguland\u0131\u011f\u0131nda dahil edilmedi\u011fini<\/strong> a\u00e7\u0131k\u00e7a yaz\u0131yor (<a href=\"https:\/\/support.google.com\/webmasters\/answer\/17011259\" target=\"_blank\" rel=\"noopener\">Google Search Console Yard\u0131m<\/a>). Yani \u201cmarka ad\u0131m\u0131 i\u00e7eren sorgular\u201d filtresini uygulad\u0131\u011f\u0131n\u0131z anda, \u00f6l\u00e7t\u00fc\u011f\u00fcn\u00fcz say\u0131 sistematik olarak eksiktir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bunun pratik sonucu iki tanedir. Birincisi, filtreli toplam\u0131 filtresiz site toplam\u0131na b\u00f6l\u00fcp \u201ctrafi\u011fimin y\u00fczde ka\u00e7\u0131 marka\u201d diye hesaplamak yanl\u0131\u015ft\u0131r; pay eksik, b\u00f6len tam oldu\u011fu i\u00e7in oran oldu\u011fundan k\u00fc\u00e7\u00fck \u00e7\u0131kar. \u0130kincisi, mutlak say\u0131y\u0131 hedef yapmak yerine <strong>ayn\u0131 filtreyle \u00f6l\u00e7\u00fclen zaman serisini<\/strong> takip etmek gerekir. Eksiklik her ayda benzer \u015fekilde davrand\u0131\u011f\u0131 i\u00e7in trend g\u00fcvenilir kal\u0131r, seviye kalmaz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Do\u011fru kurulum \u015f\u00f6yle i\u015fliyor:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Marka sorgu listesini yaz\u0131n.<\/strong> Marka ad\u0131, yayg\u0131n yaz\u0131m hatalar\u0131, marka + kategori ve marka + yorum kal\u0131plar\u0131. Bu liste bir dosyada durur, her ay ayn\u0131 liste kullan\u0131l\u0131r.<\/li>\n\n\n<li><strong>\u00d6l\u00e7\u00fcm\u00fc sabit filtreyle al\u0131n.<\/strong> Filtre de\u011fi\u015fti\u011finde seri k\u0131r\u0131l\u0131r; k\u0131yaslanabilirlik biter.<\/li>\n\n\n<li><strong>Marka ve marka d\u0131\u015f\u0131 trafi\u011fi ayr\u0131 raporlay\u0131n.<\/strong> Birle\u015fik organik trafik grafi\u011fi, marka taraf\u0131ndaki d\u00fc\u015f\u00fc\u015f\u00fc kategori art\u0131\u015f\u0131yla maskeleyebilir.<\/li>\n\n\n<li><strong>Seviyeyi de\u011fil e\u011fimi hedefleyin.<\/strong> Hedef \u201cayda 10.000 marka g\u00f6sterimi\u201d de\u011fil, \u201cmarka g\u00f6steriminin \u00e7eyrek baz\u0131nda yukar\u0131 e\u011fimli olmas\u0131\u201d.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Search Console size kendi sitenizdeki talebi g\u00f6steriyor. Rakiplerle k\u0131yas i\u00e7in ba\u015fka bir araca ge\u00e7mek gerekiyor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"share_of_search_nedir_ve_pazar_payini_nasil_haber_verir\"><\/span>Share of Search Nedir ve Pazar Pay\u0131n\u0131 Nas\u0131l Haber Verir?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Share of search, kategorinizdeki toplam marka aramalar\u0131 i\u00e7inde sizin pay\u0131n\u0131zd\u0131r. Hesab\u0131 basit: kendi marka sorgular\u0131n\u0131z\u0131, siz ve rakiplerinizin marka sorgular\u0131n\u0131n toplam\u0131na b\u00f6lersiniz.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Metri\u011fin de\u011feri bu sadelikte de\u011fil, \u00f6nc\u00fc olmas\u0131nda. Binet\u2019in IPA\u2019da sundu\u011fu \u00e7al\u0131\u015fma otomotiv, enerji ve cep telefonu kategorilerinde arama pay\u0131 ile pazar pay\u0131n\u0131n birbirine e\u015flik etti\u011fini, arama pay\u0131n\u0131n pazar pay\u0131n\u0131 \u00f6nceden haber verdi\u011fini ve bu \u00f6nc\u00fcl\u00fc\u011f\u00fcn otomotivde bir y\u0131la kadar uzad\u0131\u011f\u0131n\u0131 g\u00f6sterdi. Ayn\u0131 \u00e7al\u0131\u015fmada her markan\u0131n bir denge seviyesi oldu\u011fu, bu seviyenin alt\u0131na inildi\u011finde arama pay\u0131n\u0131n iki y\u0131l i\u00e7inde tipik olarak geriledi\u011fi belirtiliyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pratikte bunun anlam\u0131 \u015fu: arama pay\u0131n\u0131z d\u00fc\u015ferken sat\u0131\u015flar\u0131n\u0131z h\u00e2l\u00e2 iyi g\u00f6r\u00fcn\u00fcyorsa, iyi haber bug\u00fcn\u00fcn haberi, k\u00f6t\u00fc haber gelecek \u00e7eyre\u011fin habercisidir. Tersi de ge\u00e7erli; pay k\u0131p\u0131rdamaya ba\u015flad\u0131\u011f\u0131nda sat\u0131\u015f taraf\u0131nda hen\u00fcz bir \u015fey g\u00f6r\u00fcnmese bile yat\u0131r\u0131m i\u015fe yar\u0131yor demektir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">K\u0131sa vade sat\u0131\u015f\u0131 g\u00f6sterir. \/ Arama pay\u0131 s\u0131ray\u0131 g\u00f6sterir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hesab\u0131 kurarken iki \u015feye dikkat ediyoruz. Rakip listesi ger\u00e7ek rakiplerle s\u0131n\u0131rl\u0131 tutulmal\u0131; kategorinin devini listeye koydu\u011funuzda pay\u0131n\u0131z anlams\u0131z bi\u00e7imde k\u00fc\u00e7\u00fcl\u00fcr ve seri duyars\u0131zla\u015f\u0131r. Bir de kategori sorgular\u0131 bu hesaba girmez, sadece marka sorgular\u0131 girer.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Peki bu pay\u0131 hangi veriyle hesapl\u0131yoruz? Cevap Google Trends, ama Trends\u2019in ne s\u00f6yledi\u011fini bilmek \u015fart\u0131yla.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"google_trends_ile_rakip_karsilastirmasi_nasil_yapilir\"><\/span>Google Trends ile Rakip Kar\u015f\u0131la\u015ft\u0131rmas\u0131 Nas\u0131l Yap\u0131l\u0131r?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Google Trends, arama pay\u0131 hesab\u0131 i\u00e7in eldeki en eri\u015filebilir kaynak. \u00dccretsiz, haftal\u0131k ve rakipleri ayn\u0131 grafikte kar\u015f\u0131la\u015ft\u0131rmaya izin veriyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ama Trends mutlak arama hacmi vermiyor. Google\u2019\u0131n kendi dok\u00fcmantasyonu, her veri noktas\u0131n\u0131n ait oldu\u011fu b\u00f6lge ve zaman aral\u0131\u011f\u0131ndaki toplam aramaya b\u00f6l\u00fcnd\u00fc\u011f\u00fcn\u00fc, sonucun <strong>0-100 aral\u0131\u011f\u0131na \u00f6l\u00e7eklendi\u011fini<\/strong> ve say\u0131lar\u0131n g\u00f6reli ilgiyi g\u00f6sterdi\u011fini yaz\u0131yor; ayn\u0131 sayfada ayn\u0131 arama ilgisini g\u00f6steren iki b\u00f6lgenin toplam arama hacminin farkl\u0131 olabilece\u011fi de belirtiliyor (<a href=\"https:\/\/support.google.com\/trends\/answer\/4365533\" target=\"_blank\" rel=\"noopener\">Google Trends Yard\u0131m<\/a>). Yani Trends\u2019ten \u00e7\u0131kan 68 say\u0131s\u0131 bir hacim de\u011fil, bir orand\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu, arama pay\u0131 i\u00e7in sorun de\u011fil \u2014 \u00e7\u00fcnk\u00fc o da zaten bir orand\u0131r. Sorun, Trends \u00e7\u0131kt\u0131s\u0131n\u0131 \u201cayda ka\u00e7 ki\u015fi bizi arad\u0131\u201d diye okumaya \u00e7al\u0131\u015f\u0131ld\u0131\u011f\u0131nda ba\u015fl\u0131yor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Kurulumda uygulad\u0131\u011f\u0131m\u0131z kurallar:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li><strong>Marka ad\u0131n\u0131 \u201carama terimi\u201d olarak sorgulay\u0131n, \u201ckonu\u201d olarak de\u011fil.<\/strong> Konu se\u00e7imi Google\u2019\u0131n ili\u015fkilendirdi\u011fi sorgular\u0131 da i\u00e7ine katar ve sinyali bulan\u0131kla\u015ft\u0131r\u0131r.<\/li>\n\n\n<li><strong>Co\u011frafyay\u0131 ve zaman aral\u0131\u011f\u0131n\u0131 sabitleyin.<\/strong> Aral\u0131k de\u011fi\u015fti\u011finde \u00f6l\u00e7ekleme yeniden hesaplan\u0131r, eski grafikle k\u0131yas yap\u0131lamaz.<\/li>\n\n\n<li><strong>Be\u015f y\u0131ll\u0131k pencereyle bak\u0131n.<\/strong> Ayl\u0131k dalgalanma trendi gizler; y\u0131ll\u0131k e\u011fim gizlemez.<\/li>\n\n\n<li><strong>Marka ad\u0131 jenerik bir kelimeyse Trends kullan\u0131lamaz.<\/strong> Bu durumda Search Console serisi ve do\u011frudan trafik tek g\u00f6sterge olarak kal\u0131r.<\/li>\n\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6l\u00e7\u00fcm kuruldu\u011funda s\u0131ra as\u0131l soruya geliyor: bu say\u0131 nas\u0131l yukar\u0131 gider.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_aramasi_nasil_artirilir_talep_tarafindaki_6_kaldirac\"><\/span>Marka Aramas\u0131 Nas\u0131l Art\u0131r\u0131l\u0131r? Talep Taraf\u0131ndaki 6 Kald\u0131ra\u00e7<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bu say\u0131, insanlar\u0131n markay\u0131 hat\u0131rlamas\u0131n\u0131n sonucu oldu\u011fu i\u00e7in buradaki kald\u0131ra\u00e7lar\u0131n hepsi haf\u0131zayla ilgili. A\u015fa\u011f\u0131daki alt\u0131 ba\u015fl\u0131k, sahada \u00f6l\u00e7\u00fclebilir hareket \u00fcretti\u011fini g\u00f6rd\u00fc\u011f\u00fcm\u00fcz s\u0131rayla.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_kategori_giris_noktalarinda_gorunmek\"><\/span>1. Kategori giri\u015f noktalar\u0131nda g\u00f6r\u00fcnmek<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u0130nsanlar markalar\u0131 soyut olarak hat\u0131rlam\u0131yor; bir ihtiya\u00e7 an\u0131na ba\u011fl\u0131 olarak hat\u0131rl\u0131yor. Markan\u0131z\u0131n hangi ihtiya\u00e7 anlar\u0131nda akla gelmesini istiyorsan\u0131z, o anlar\u0131 tan\u0131mlayan sorgularda g\u00f6r\u00fcn\u00fcr olman\u0131z gerekir. Bu, kategori SEO\u2019sunun dolayl\u0131 katk\u0131s\u0131d\u0131r: bug\u00fcnk\u00fc kategori g\u00f6r\u00fcn\u00fcrl\u00fc\u011f\u00fc, \u00fc\u00e7 ay sonraki marka sorgusudur.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Burada \u00f6l\u00e7\u00fc \u00f6nemli. Tek bir y\u00fcksek hacimli sorguda birinci olmak, be\u015f farkl\u0131 ihtiya\u00e7 an\u0131nda ilk sayfada olmaktan daha az talep \u00fcretiyor. Tan\u0131nma s\u0131kl\u0131kla gelir, zirveyle de\u011fil.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_ayni_adi_her_yerde_ayni_sekilde_kullanmak\"><\/span>2. Ayn\u0131 ad\u0131 her yerde ayn\u0131 \u015fekilde kullanmak<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Bir markan\u0131n aranabilmesi, ad\u0131n\u0131n yaz\u0131labilmesini gerektirir. Ad\u0131n sosyal medyada, faturada, reklamda ve sitede farkl\u0131 yaz\u0131ld\u0131\u011f\u0131 durumlarda kullan\u0131c\u0131 hat\u0131rlad\u0131\u011f\u0131 \u015feyi yazamaz. Tutarl\u0131l\u0131k burada estetik de\u011fil, \u00f6l\u00e7\u00fcm meselesidir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yayg\u0131n yaz\u0131m hatalar\u0131n\u0131 da sorgu listenize eklemek gerekiyor. T\u00fcrk\u00e7e karakter i\u00e7eren marka adlar\u0131nda aramalar\u0131n \u00f6nemli k\u0131sm\u0131 hatal\u0131 yaz\u0131mla geliyor ve bu sorgular filtreye girmedi\u011fi s\u00fcrece \u00f6l\u00e7\u00fcme de girmiyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_ucretli_kanali_hatirlatma_olarak_kullanmak\"><\/span>3. \u00dccretli kanal\u0131 hat\u0131rlatma olarak kullanmak<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Reklam\u0131n buradaki katk\u0131s\u0131 do\u011frudan sat\u0131\u015f de\u011fil, tekrar maruz kalmad\u0131r. Binet\u2019in \u00e7al\u0131\u015fmas\u0131ndaki uzun vade a\u011f\u0131rl\u0131\u011f\u0131 tam olarak bunu anlat\u0131yor: s\u00fcreklilik ta\u015f\u0131yan yat\u0131r\u0131mda etkinin b\u00fcy\u00fck k\u0131sm\u0131 kampanya bittikten sonra da \u00e7al\u0131\u015fmaya devam ediyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pratik sonu\u00e7 \u015fu: s\u00fcrekli d\u00fc\u015f\u00fck tempolu g\u00f6r\u00fcn\u00fcrl\u00fck, aral\u0131kl\u0131 y\u00fcksek tempolu kampanyalardan daha \u00e7ok talep \u00fcretiyor. B\u00fct\u00e7eyi \u00fc\u00e7 aya s\u0131k\u0131\u015ft\u0131rmak yerine on iki aya yaymak, ayn\u0131 parayla daha fazla hat\u0131rlanma anlam\u0131na geliyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_ucuncu_taraf_mecralarda_gorunmek\"><\/span>4. \u00dc\u00e7\u00fcnc\u00fc taraf mecralarda g\u00f6r\u00fcnmek<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kullan\u0131c\u0131 markay\u0131 sizin sitenizde de\u011fil, ba\u015fka bir yerde duydu\u011funda ar\u0131yor. Sekt\u00f6r yay\u0131nlar\u0131, kar\u015f\u0131la\u015ft\u0131rma i\u00e7erikleri, podcast\u2019ler, forumlar ve otoriter kaynaklardaki bahisler bu y\u00fczden en g\u00fc\u00e7l\u00fc tetikleyiciler aras\u0131nda. Calmoura \u00e7al\u0131\u015fmas\u0131nda sonucu \u00fc\u00e7 kat\u0131na \u00e7\u0131karan \u015fey de i\u00e7erik \u00fcretimiyle birlikte y\u00fcr\u00fct\u00fclen backlink ve otoriter kaynak i\u015f birli\u011fi stratejisiydi.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Buradaki \u00f6l\u00e7\u00fct link de\u011feri de\u011fil, izleyici \u00f6rt\u00fc\u015fmesi. Y\u00fcksek otoriteli ama kitleniz olmayan bir mecradaki bahis, say\u0131y\u0131 k\u0131p\u0131rdatm\u0131yor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_hatirlanacak_bir_farkla_konumlanmak\"><\/span>5. Hat\u0131rlanacak bir farkla konumlanmak<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Kimse hat\u0131rlamad\u0131\u011f\u0131 \u015feyi aramaz. Markan\u0131n ne yapt\u0131\u011f\u0131 kadar neyi farkl\u0131 yapt\u0131\u011f\u0131 da net de\u011filse, maruz kalma hat\u0131rlanmaya d\u00f6n\u00fc\u015fm\u00fcyor. Bu y\u00fczden bu \u00e7al\u0131\u015fma konumland\u0131rmadan ba\u011f\u0131ms\u0131z y\u00fcr\u00fct\u00fclemiyor; <a href=\"https:\/\/brandaft.com\/marka-kimligi-nedir-ve-nasil-gelistirilir\/\">marka kimli\u011fi<\/a> taraf\u0131 zay\u0131f kald\u0131\u011f\u0131nda g\u00f6r\u00fcn\u00fcrl\u00fck yat\u0131r\u0131m\u0131 \u00f6l\u00e7\u00fcmde kar\u015f\u0131l\u0131k bulmuyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"6_mevcut_musteriyi_tekrar_arayan_kisiye_donusturmek\"><\/span>6. Mevcut m\u00fc\u015fteriyi tekrar arayan ki\u015fiye d\u00f6n\u00fc\u015ft\u00fcrmek<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Marka sorgular\u0131n\u0131n az\u0131msanmayacak k\u0131sm\u0131 yeni m\u00fc\u015fteriden de\u011fil, mevcut m\u00fc\u015fteriden gelir: siteye girmek i\u00e7in markay\u0131 aratan, destek arayan, tekrar sipari\u015f veren kullan\u0131c\u0131lar. M\u00fc\u015fteri deneyimi ve sat\u0131\u015f sonras\u0131 ileti\u015fim bu y\u00fczden do\u011frudan bir kald\u0131ra\u00e7.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu alt\u0131 kald\u0131ra\u00e7 talep \u00fcretiyor. Talep geldi\u011finde kar\u015f\u0131layacak yap\u0131 yoksa art\u0131\u015f bo\u015fa gidiyor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_serpinizi_kim_yonetiyor\"><\/span>Marka SERP\u2019inizi Kim Y\u00f6netiyor?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Kullan\u0131c\u0131 markan\u0131z\u0131 aratt\u0131\u011f\u0131nda kar\u015f\u0131s\u0131na \u00e7\u0131kan sayfa, markan\u0131z hakk\u0131ndaki ilk izlenimi belirliyor. Bu sayfay\u0131 y\u00f6netmiyorsan\u0131z ba\u015fkas\u0131 y\u00f6netiyor: rakip reklamlar\u0131, \u015fik\u00e2yet siteleri, eski haberler ya da alakas\u0131z sosyal profiller.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marka SERP\u2019inin y\u00f6netimi \u00fc\u00e7 i\u015f kaleminden olu\u015fuyor. Marka + kategori ve marka + yorum kal\u0131plar\u0131ndaki sorgular i\u00e7in kendi sayfalar\u0131n\u0131z\u0131n bulunmas\u0131, kurumsal bilgilerin yap\u0131land\u0131r\u0131lm\u0131\u015f veriyle tutarl\u0131 bi\u00e7imde verilmesi ve markaya ait profillerin g\u00fcncel tutulmas\u0131. Bu \u00e7al\u0131\u015fman\u0131n SEO taraf\u0131ndaki \u00e7er\u00e7evesini <a href=\"https:\/\/brandaft.com\/marka-seo-markalar-uzerindeki-etkisi\/\">marka SEO<\/a> yaz\u0131s\u0131nda ayr\u0131ca a\u00e7t\u0131k.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u0130kinci katman, rakip reklamlar\u0131. Marka sorgunuzda rakip reklam\u0131 g\u00f6r\u00fcn\u00fcyorsa talebinizin bir k\u0131sm\u0131 rakibe ak\u0131yor demektir. Bu durumda marka sorgular\u0131nda savunma ama\u00e7l\u0131 reklam vermek genellikle en d\u00fc\u015f\u00fck maliyetli m\u00fcdahale oluyor; teklif rekabeti olmad\u0131\u011f\u0131 i\u00e7in t\u0131klama ucuz kal\u0131yor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">SERP kontrol\u00fc kuruldu\u011funda art\u0131\u015f\u0131n ticari kar\u015f\u0131l\u0131\u011f\u0131n\u0131 g\u00f6rmeye ba\u015fl\u0131yoruz.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_aramasi_artisi_satisa_nasil_donusur\"><\/span>Marka Aramas\u0131 Art\u0131\u015f\u0131 Sat\u0131\u015fa Nas\u0131l D\u00f6n\u00fc\u015f\u00fcr?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Marka aramas\u0131 art\u0131yor ama sat\u0131\u015f ayn\u0131 kal\u0131yorsa, sorun genellikle talepte de\u011fil talebi kar\u015f\u0131layan yap\u0131da.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Marka sorgusuyla gelen kullan\u0131c\u0131, kategori sorgusuyla gelenden farkl\u0131 bir \u015fey ar\u0131yor: ikna de\u011fil do\u011frulama. Fiyat, teslim, ileti\u015fim ve referans bilgisi \u00f6n planda olmal\u0131. Bu kullan\u0131c\u0131y\u0131 uzun bir anlat\u0131m sayfas\u0131na d\u00fc\u015f\u00fcrmek, onu ikna edilmesi gereken biri gibi kar\u015f\u0131lamak demektir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6l\u00e7\u00fcm taraf\u0131nda da ayr\u0131\u015ft\u0131rma \u015fart. Marka ve marka d\u0131\u015f\u0131 trafi\u011fin d\u00f6n\u00fc\u015f\u00fcm oran\u0131 ayr\u0131 ayr\u0131 raporlanmad\u0131\u011f\u0131nda, buradaki art\u0131\u015f toplam d\u00f6n\u00fc\u015f\u00fcm oran\u0131n\u0131 yukar\u0131 \u00e7eker ve kategori taraf\u0131ndaki bir sorun g\u00f6r\u00fcnmez hale gelir. Bu, ajans raporlar\u0131nda en s\u0131k kar\u015f\u0131la\u015ft\u0131\u011f\u0131m\u0131z gizleme bi\u00e7imi. Marka ile performans aras\u0131ndaki bu ili\u015fkinin daha geni\u015f \u00e7er\u00e7evesini <a href=\"https:\/\/brandaft.com\/performans-pazarlama-mi-marka-pazarlamasi-mi\/\">performans m\u0131 marka m\u0131<\/a> tart\u0131\u015fmas\u0131nda ele alm\u0131\u015ft\u0131k.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Yap\u0131 kuruldu\u011funda geriye \u00f6l\u00e7\u00fcm\u00fcn kendi hatalar\u0131n\u0131 elemek kal\u0131yor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"olcumde_en_sik_yapilan_5_hata\"><\/span>\u00d6l\u00e7\u00fcmde En S\u0131k Yap\u0131lan 5 Hata<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_filtreli_sayiyi_filtresiz_toplama_bolmek\"><\/span>1. Filtreli say\u0131y\u0131 filtresiz toplama b\u00f6lmek<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Anonimle\u015ftirilmi\u015f sorgular filtre uyguland\u0131\u011f\u0131nda d\u0131\u015far\u0131da kald\u0131\u011f\u0131 i\u00e7in bu oran her zaman oldu\u011fundan k\u00fc\u00e7\u00fck \u00e7\u0131kar. Marka pay\u0131n\u0131 bu \u015fekilde hesaplayan her rapor, marka \u00e7al\u0131\u015fmas\u0131n\u0131 oldu\u011fundan zay\u0131f g\u00f6sterir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_marka_trafigini_organik_basari_olarak_raporlamak\"><\/span>2. Marka trafi\u011fini organik ba\u015far\u0131 olarak raporlamak<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Bu say\u0131 SEO\u2019nun \u00e7\u0131kt\u0131s\u0131 de\u011fil, pazarlaman\u0131n \u00e7\u0131kt\u0131s\u0131d\u0131r. SEO raporunda marka trafi\u011fini b\u00fcy\u00fcme kan\u0131t\u0131 olarak sunmak, kategori taraf\u0131ndaki durgunlu\u011fu gizler.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_marka_adi_jenerikken_trendse_guvenmek\"><\/span>3. Marka ad\u0131 jenerikken Trends\u2019e g\u00fcvenmek<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ad\u0131 bir kelimeyle \u00f6rt\u00fc\u015fen markalarda Trends serisi markay\u0131 de\u011fil kelimeyi \u00f6l\u00e7er. Bu durumda seri y\u00fckselse bile markayla ilgisi olmayabilir.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_araligi_ve_filtreyi_her_raporda_degistirmek\"><\/span>4. Aral\u0131\u011f\u0131 ve filtreyi her raporda de\u011fi\u015ftirmek<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Trends \u00f6l\u00e7eklemeyi se\u00e7ilen aral\u0131\u011fa g\u00f6re yeniden hesaplar, Search Console ise filtre de\u011fi\u015fti\u011finde farkl\u0131 bir sorgu k\u00fcmesi d\u00f6nd\u00fcr\u00fcr. K\u0131yaslanabilirlik, \u00f6l\u00e7\u00fcm\u00fcn kendisi kadar \u00f6nemli.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"5_ilk_ceyrekte_sonuc_beklemek\"><\/span>5. \u0130lk \u00e7eyrekte sonu\u00e7 beklemek<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Bu g\u00f6sterge ge\u00e7 hareket eder. Binet\u2019in \u00e7al\u0131\u015fmas\u0131ndaki denge seviyesi mant\u0131\u011f\u0131 da bunu do\u011fruluyor: seviyenin alt\u0131na inen markalarda gerileme iki y\u0131la yay\u0131l\u0131yor. Yukar\u0131 y\u00f6n de benzer \u015fekilde sab\u0131r istiyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu hatalar elendi\u011finde takvim konu\u015fulabilir hale geliyor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_aramasi_ne_kadar_surede_artar\"><\/span>Marka Aramas\u0131 Ne Kadar S\u00fcrede Artar?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Net bir aral\u0131k vermek gerekiyor, \u00e7\u00fcnk\u00fc belirsiz cevap b\u00fct\u00e7e karar\u0131 \u00fcretmiyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Sahada g\u00f6rd\u00fc\u011f\u00fcm\u00fcz ritim \u015f\u00f6yle: \u00fc\u00e7\u00fcnc\u00fc taraf g\u00f6r\u00fcn\u00fcrl\u00fck ve kategori SEO\u2019su birlikte y\u00fcr\u00fct\u00fcld\u00fc\u011f\u00fcnde marka sorgu g\u00f6steriminde ilk k\u0131p\u0131rdama <strong>2-4 ay<\/strong>, arama pay\u0131 taraf\u0131nda okunabilir bir e\u011fim <strong>4-8 ay<\/strong>, marka trafi\u011finin toplam organik i\u00e7indeki pay\u0131nda kal\u0131c\u0131 bir de\u011fi\u015fim ise genellikle <strong>\u00fc\u00e7\u00fcnc\u00fc \u00e7eyrekten sonra<\/strong> g\u00f6r\u00fcn\u00fcyor. Yeni kurulan markalarda bu aral\u0131klar\u0131n her biri uzuyor, \u00e7\u00fcnk\u00fc hat\u0131rlanma i\u00e7in \u00f6nce yeterli maruz kalma birikmesi gerekiyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu takvimin en \u00f6nemli \u00f6zelli\u011fi asimetrik olmas\u0131. Say\u0131 yava\u015f y\u00fckseliyor ama yat\u0131r\u0131m kesildi\u011finde hemen d\u00fc\u015fm\u00fcyor; bir s\u00fcre platoda kal\u0131p sonra geriliyor. Bu, k\u0131sa vadede rahatlat\u0131c\u0131, uzun vadede yan\u0131lt\u0131c\u0131 bir durum: reklam kesildikten sonraki iki ay iyi g\u00f6r\u00fcnen tablo, d\u00f6rd\u00fcnc\u00fc ayda ger\u00e7e\u011fi s\u00f6yl\u00fcyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00fcre bir vaat de\u011fil. \/ S\u00fcre, s\u00fcreklili\u011fin fonksiyonu.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"brandaft_perspektifi_marka_aramasi_bir_kampanya_hedefi_degil_sistem_ciktisidir\"><\/span>Brandaft Perspektifi: Marka Aramas\u0131 Bir Kampanya Hedefi De\u011fil, Sistem \u00c7\u0131kt\u0131s\u0131d\u0131r<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Bir markan\u0131n panosuna bakt\u0131\u011f\u0131m\u0131zda ilk sordu\u011fumuz \u015fey \u201cad\u0131n\u0131zla aran\u0131yor musunuz, art\u0131yor mu\u201d oluyor. \u00c7\u00fcnk\u00fc bu tek soru, di\u011fer b\u00fct\u00fcn metriklerin ne kadar ger\u00e7ek oldu\u011funu test ediyor. G\u00f6sterim art\u0131yor ama marka sorgular\u0131 yatay kal\u0131yorsa sat\u0131n al\u0131nan \u015fey dikkat de\u011fil envanterdir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bunu bir kampanya KPI\u2019s\u0131na indirgemiyoruz. Kampanya bazl\u0131 hedef koyuldu\u011funda ekip, metri\u011fi k\u0131sa vadede k\u0131p\u0131rdatacak \u015feye y\u00f6neliyor \u2014 genelde marka sorgular\u0131na reklam vererek kendi trafi\u011fini sat\u0131n al\u0131yor. Bu, say\u0131y\u0131 b\u00fcy\u00fct\u00fcr, talebi b\u00fcy\u00fctmez.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Haz\u0131r paket de satm\u0131yoruz. Her \u00e7al\u0131\u015fma mevcut durumun \u00f6l\u00e7\u00fclmesiyle ba\u015fl\u0131yor: sorgu listesi \u00e7\u0131kar\u0131l\u0131yor, Search Console serisi geriye d\u00f6n\u00fck okunuyor, rakiplerle arama pay\u0131 hesaplan\u0131yor. Bu \u00fc\u00e7\u00fc olmadan hangi kald\u0131rac\u0131n \u00e7al\u0131\u015ft\u0131\u011f\u0131 hi\u00e7bir zaman bilinemiyor. Ba\u011flay\u0131c\u0131 uzun taahh\u00fct ve erken fesih cezas\u0131 yok; kurulan \u00f6l\u00e7\u00fcm d\u00fczeni ve \u00fcretilen i\u00e7erikler m\u00fc\u015fteride kal\u0131yor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bilinirli\u011fi art\u0131racak taktiklerin geni\u015f listesi ayr\u0131 bir konu; onu <a href=\"https:\/\/brandaft.com\/marka-bilinirligi-nedir-nasil-artirilir\/\">marka bilinirli\u011fini art\u0131rma<\/a> taraf\u0131nda ele ald\u0131k. Bu yaz\u0131n\u0131n i\u015fi o taktiklerin i\u015fe yaray\u0131p yaramad\u0131\u011f\u0131n\u0131 nas\u0131l g\u00f6rece\u011finizi anlatmak.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"90_gunluk_olcum_ve_artis_plani\"><\/span>90 G\u00fcnl\u00fck \u00d6l\u00e7\u00fcm ve Art\u0131\u015f Plan\u0131<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>\u0130lk 30 g\u00fcn \u2014 \u00f6l\u00e7\u00fcm\u00fc kur.<\/strong> Marka sorgu listesi yaz\u0131l\u0131r (ad, yaz\u0131m hatalar\u0131, marka + kategori, marka + yorum). Search Console\u2019da bu filtreyle geriye d\u00f6n\u00fck 16 ayl\u0131k seri al\u0131n\u0131r ve bir tabloya i\u015flenir. Rakip listesi belirlenir, Google Trends \u00fczerinde be\u015f y\u0131ll\u0131k arama pay\u0131 hesaplan\u0131r. Marka ve marka d\u0131\u015f\u0131 trafik ayr\u0131 raporlanacak \u015fekilde panoya ayr\u0131l\u0131r. Marka SERP\u2019i elle incelenir: rakip reklam\u0131 var m\u0131, hangi sayfalar g\u00f6r\u00fcn\u00fcyor.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>31-60 g\u00fcn \u2014 a\u00e7\u0131klar\u0131 kapat.<\/strong> Marka + kategori ve marka + yorum sorgular\u0131 i\u00e7in eksik sayfalar a\u00e7\u0131l\u0131r. Kurumsal bilgiler ve profiller tutarl\u0131 hale getirilir. Marka sorgular\u0131nda rakip reklam\u0131 varsa savunma kampanyas\u0131 kurulur. Kategori taraf\u0131nda, markan\u0131n akla gelmesini istedi\u011finiz ihtiya\u00e7 anlar\u0131n\u0131 tan\u0131mlayan sorgular \u00f6nceliklendirilir.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>61-90 g\u00fcn \u2014 talebi besle.<\/strong> \u00dc\u00e7\u00fcnc\u00fc taraf g\u00f6r\u00fcn\u00fcrl\u00fck \u00e7al\u0131\u015fmas\u0131 ba\u015flar: kitle \u00f6rt\u00fc\u015fmesi y\u00fcksek mecralar se\u00e7ilir, kar\u015f\u0131la\u015ft\u0131rma ve inceleme i\u00e7eriklerinde markan\u0131n bulunmas\u0131 sa\u011flan\u0131r. \u00dccretli kanal, aral\u0131kl\u0131 kampanya yerine s\u00fcrekli d\u00fc\u015f\u00fck tempoya \u00e7ekilir. G\u00f6sterimdeki ilk hareket bu d\u00f6nemde okunmaya ba\u015flar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>90. g\u00fcnden sonra.<\/strong> Ayl\u0131k okuma rutine girer: marka g\u00f6sterim e\u011fimi, arama pay\u0131, marka ve marka d\u0131\u015f\u0131 d\u00f6n\u00fc\u015f\u00fcm oran\u0131 ayr\u0131 ayr\u0131. \u00c7eyrekte bir sorgu listesi g\u00fcncellenir, yeni \u00e7\u0131kan yaz\u0131m varyasyonlar\u0131 ve marka + kategori kal\u0131plar\u0131 eklenir.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"takip_kontrol_listesi\"><\/span>Takip Kontrol Listesi<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n\n<li>[ ] Marka sorgu listesi yaz\u0131ld\u0131 ve bir dosyada duruyor<\/li>\n\n\n<li>[ ] Search Console serisi ayn\u0131 filtreyle, sabit aral\u0131kla al\u0131n\u0131yor<\/li>\n\n\n<li>[ ] Filtreli say\u0131n\u0131n filtresiz toplama b\u00f6l\u00fcnmedi\u011fi do\u011fruland\u0131<\/li>\n\n\n<li>[ ] Marka ve marka d\u0131\u015f\u0131 trafik panoda ayr\u0131 raporlan\u0131yor<\/li>\n\n\n<li>[ ] Rakip listesi ger\u00e7ek rakiplerle s\u0131n\u0131rl\u0131, kategori devi listede de\u011fil<\/li>\n\n\n<li>[ ] Google Trends sorgusu \u201carama terimi\u201d olarak, sabit co\u011frafya ve aral\u0131kla kurulu<\/li>\n\n\n<li>[ ] Marka ad\u0131 jenerikse Trends\u2019e g\u00fcvenilmedi\u011fi not edildi<\/li>\n\n\n<li>[ ] Marka SERP\u2019i incelendi, rakip reklam\u0131 kontrol edildi<\/li>\n\n\n<li>[ ] Marka + kategori ve marka + yorum sorgular\u0131 i\u00e7in sayfa var<\/li>\n\n\n<li>[ ] Marka trafi\u011finin d\u00f6n\u00fc\u015f\u00fcm oran\u0131 ayr\u0131 \u00f6l\u00e7\u00fcl\u00fcyor<\/li>\n\n\n<li>[ ] Hedef seviye de\u011fil e\u011fim olarak tan\u0131mland\u0131<\/li>\n\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_aramasi_ile_ilgili_sikca_sorulan_sorular\"><\/span>Marka Aramas\u0131 ile \u0130lgili S\u0131k\u00e7a Sorulan Sorular<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_aramasi_ile_dogrudan_trafik_ayni_sey_mi\"><\/span>Marka aramas\u0131 ile do\u011frudan trafik ayn\u0131 \u015fey mi?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Hay\u0131r, ikisi farkl\u0131 davran\u0131\u015flar. Do\u011frudan trafik adres \u00e7ubu\u011funa site adresini yazan ya da yer imini kullanan kullan\u0131c\u0131d\u0131r; marka sorgusu ise arama motoruna markan\u0131n ad\u0131n\u0131 yazan kullan\u0131c\u0131d\u0131r. \u0130kisi de marka g\u00fcc\u00fcn\u00fcn g\u00f6stergesi say\u0131l\u0131r ama arama taraf\u0131 daha \u00f6l\u00e7\u00fclebilirdir, \u00e7\u00fcnk\u00fc do\u011frudan trafik etiketi pratikte kayna\u011f\u0131 belirlenemeyen bir\u00e7ok ziyareti de i\u00e7ine al\u0131r. Panoda ikisini birlikte izlemek, tek birine bakmaktan daha g\u00fcvenilir bir okuma veriyor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_sorgularina_reklam_vermek_bu_sayiyi_artirir_mi\"><\/span>Marka sorgular\u0131na reklam vermek bu say\u0131y\u0131 art\u0131r\u0131r m\u0131?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Art\u0131rmaz; zaten var olan talebin bir k\u0131sm\u0131n\u0131 \u00fccretli kanala ta\u015f\u0131r. Bunun me\u015fru bir kullan\u0131m\u0131 vard\u0131r: marka sorgunuzda rakip reklam\u0131 g\u00f6r\u00fcn\u00fcyorsa savunma ama\u00e7l\u0131 reklam, trafi\u011fi rakibe kapt\u0131rmaman\u0131n en ucuz yolu olur. Ama bu bir art\u0131\u015f stratejisi de\u011fil, koruma \u00f6nlemidir. Talebin kendisini b\u00fcy\u00fcten \u015fey, marka sorgusunun d\u0131\u015f\u0131nda kalan maruz kalmad\u0131r.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"search_consoledaki_gosterim_sayisi_neden_tutarsiz_gorunuyor\"><\/span>Search Console\u2019daki g\u00f6sterim say\u0131s\u0131 neden tutars\u0131z g\u00f6r\u00fcn\u00fcyor?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c7\u00fcnk\u00fc Google, kullan\u0131c\u0131 gizlili\u011fini korumak i\u00e7in baz\u0131 sorgular\u0131 rapordan \u00e7\u0131kar\u0131yor ve bir sorgu filtresi uyguland\u0131\u011f\u0131nda bu anonimle\u015ftirilmi\u015f sorgular toplama dahil edilmiyor. Bu y\u00fczden marka filtresiyle ald\u0131\u011f\u0131n\u0131z toplam, ayn\u0131 d\u00f6nemin filtresiz toplam\u0131yla matematiksel olarak uyu\u015fmaz. Do\u011fru kullan\u0131m, mutlak say\u0131y\u0131 de\u011fil ayn\u0131 filtreyle \u00f6l\u00e7\u00fclen zaman serisinin e\u011fimini takip etmektir. Eksiklik d\u00f6nemler aras\u0131nda benzer davrand\u0131\u011f\u0131 i\u00e7in trend okunabilir kal\u0131yor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"share_of_search_hesabi_icin_kac_rakip_almaliyim\"><\/span>Share of search hesab\u0131 i\u00e7in ka\u00e7 rakip almal\u0131y\u0131m?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Ger\u00e7ekten ayn\u0131 m\u00fc\u015fteri i\u00e7in yar\u0131\u015ft\u0131\u011f\u0131n\u0131z 3-5 marka genellikle yeterli. Listeyi b\u00fcy\u00fctmek metri\u011fi daha do\u011fru yapm\u0131yor, aksine duyars\u0131zla\u015ft\u0131r\u0131yor: kategorinin en b\u00fcy\u00fck oyuncusunu listeye ekledi\u011finizde pay\u0131n\u0131z \u00e7ok k\u00fc\u00e7\u00fck bir say\u0131ya iniyor ve kendi hareketiniz grafikte g\u00f6r\u00fcnmez hale geliyor. Ama\u00e7 kategorinin tamam\u0131n\u0131 haritalamak de\u011fil, kendi konumunuzun y\u00f6n\u00fcn\u00fc g\u00f6rmek.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"kucuk_bir_markada_bu_olcum_yapilabilir_mi\"><\/span>K\u00fc\u00e7\u00fck bir markada bu \u00f6l\u00e7\u00fcm yap\u0131labilir mi?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Search Console taraf\u0131nda evet, Google Trends taraf\u0131nda genellikle hay\u0131r. Trends d\u00fc\u015f\u00fck hacimli terimlerde veri d\u00f6nd\u00fcrm\u00fcyor ya da \u00e7ok g\u00fcr\u00fclt\u00fcl\u00fc bir seri veriyor. Bu durumda \u00f6l\u00e7\u00fcm Search Console serisi, do\u011frudan trafik ve marka ad\u0131n\u0131n ge\u00e7ti\u011fi sorgu \u00e7e\u015fitlili\u011fi \u00fczerinden kurulur. Sorgu \u00e7e\u015fitlili\u011finin artmas\u0131, hacim hen\u00fcz k\u00fc\u00e7\u00fckken bile markan\u0131n tan\u0131nmaya ba\u015flad\u0131\u011f\u0131n\u0131n iyi bir erken g\u00f6stergesi.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"marka_sorgulari_dusuyorsa_ilk_nereye_bakmaliyim\"><\/span>Marka sorgular\u0131 d\u00fc\u015f\u00fcyorsa ilk nereye bakmal\u0131y\u0131m?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">\u00d6nce \u00f6l\u00e7\u00fcm\u00fcn kendisine: filtre de\u011fi\u015fti mi, aral\u0131k de\u011fi\u015fti mi, marka ad\u0131n\u0131n yeni bir yaz\u0131m varyasyonu mu ortaya \u00e7\u0131kt\u0131. \u00d6l\u00e7\u00fcm sa\u011flamsa ikinci bak\u0131lacak yer s\u00fcreklilik: son iki \u00e7eyrekte g\u00f6r\u00fcn\u00fcrl\u00fck yat\u0131r\u0131m\u0131 kesintiye u\u011frad\u0131 m\u0131. \u00dc\u00e7\u00fcnc\u00fcs\u00fc rekabet: rakiplerin arama pay\u0131 artarken sizin pay\u0131n\u0131z d\u00fc\u015f\u00fcyorsa bu bir kategori daralmas\u0131 de\u011fil, yer kayb\u0131d\u0131r. Bu \u00fc\u00e7 kontrol, d\u00fc\u015f\u00fc\u015f\u00fcn sebebini \u00e7o\u011fu vakada daralt\u0131yor.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"artis_ne_zaman_ciroya_yansir\"><\/span>Art\u0131\u015f ne zaman ciroya yans\u0131r?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Aramalardaki art\u0131\u015f genellikle ciroya ayn\u0131 \u00e7eyrekte yans\u0131m\u0131yor; arada sat\u0131n alma d\u00f6ng\u00fcs\u00fc kadar bir gecikme oluyor. B2B\u2019de bu gecikme teklif ve m\u00fczakere s\u00fcreci kadar, e-ticarette ise de\u011ferlendirme s\u00fcresi kadar uzuyor. Binet\u2019in \u00e7al\u0131\u015fmas\u0131ndaki \u00f6nc\u00fcl\u00fck mant\u0131\u011f\u0131 da bunu destekliyor: arama pay\u0131, pazar pay\u0131ndan \u00f6nce hareket ediyor. Bu y\u00fczden bu metri\u011fi gecikmeli bir sat\u0131\u015f g\u00f6stergesi de\u011fil, \u00f6nc\u00fc bir talep g\u00f6stergesi olarak okumak gerekiyor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"sonuc_marka_aramasi_pazarlamanin_kendi_kendine_yazdigi_karne\"><\/span>Sonu\u00e7: Marka Aramas\u0131, Pazarlaman\u0131n Kendi Kendine Yazd\u0131\u011f\u0131 Karne<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Pazarlama panolar\u0131ndaki metriklerin \u00e7o\u011fu ne kadar \u00e7al\u0131\u015ft\u0131\u011f\u0131n\u0131z\u0131 g\u00f6sterir. Marka aramas\u0131 ne kadar hat\u0131rland\u0131\u011f\u0131n\u0131z\u0131 g\u00f6sterir ve sat\u0131n al\u0131namad\u0131\u011f\u0131 i\u00e7in yalan s\u00f6ylemez.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Bu y\u00fczden \u00f6l\u00e7\u00fcm\u00fc kurmak, art\u0131rmaya \u00e7al\u0131\u015fmaktan \u00f6nce gelir. Sorgu listesi yaz\u0131lmadan, anonimle\u015ftirilmi\u015f sorgu tuza\u011f\u0131 bilinmeden ve rakiplerle arama pay\u0131 hesaplanmadan yap\u0131lan her marka \u00e7al\u0131\u015fmas\u0131, sonucu g\u00f6r\u00fcnmeyen bir yat\u0131r\u0131m olarak kal\u0131r. \u00d6l\u00e7\u00fcm kuruldu\u011funda ise s\u0131ra sab\u0131ra geliyor: bu g\u00f6sterge yava\u015f hareket eder ama y\u00f6n de\u011fi\u015ftirdi\u011finde uzun s\u00fcre o y\u00f6nde kal\u0131r.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Son 16 ayda ne oldu\u011funu ve rakiplerinize g\u00f6re nerede durdu\u011funuzu birlikte okumak isterseniz, ilk g\u00f6r\u00fc\u015fme \u00fccretsiz: <a href=\"https:\/\/brandaft.com\/iletisim\/\">bizimle ileti\u015fime ge\u00e7in<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Branded search is the most honest indicator in marketing. How to measure it with Search Console and Google Trends, what share of search forecasts, and which levers work on the demand side.<\/p>","protected":false},"author":3,"featured_media":12563,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","rank_math_title":"Marka Aramas\u0131 (Branded Search) Nas\u0131l Art\u0131r\u0131l\u0131r?","rank_math_description":"Marka aramas\u0131 nas\u0131l \u00f6l\u00e7\u00fcl\u00fcr ve nas\u0131l art\u0131r\u0131l\u0131r? Search Console kurulumu, share of search, Google Trends takibi, 6 kald\u0131ra\u00e7 ve 90 g\u00fcnl\u00fck \u00f6l\u00e7\u00fcm plan\u0131.","rank_math_focus_keyword":"marka aramas\u0131"},"categories":[8],"tags":[],"class_list":["post-12564","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-dijital-pazarlama"],"_links":{"self":[{"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/posts\/12564","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/comments?post=12564"}],"version-history":[{"count":1,"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/posts\/12564\/revisions"}],"predecessor-version":[{"id":12565,"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/posts\/12564\/revisions\/12565"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/media\/12563"}],"wp:attachment":[{"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/media?parent=12564"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/categories?post=12564"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brandaft.com\/en\/wp-json\/wp\/v2\/tags?post=12564"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}