EXPLOITING THE FLAWS OF
BIG BRAND COMPETITORS
MORCON 2013

Company Confidential

1
BY: GLEN
DIMAANDAL
Company Confidential

2
INTRODUCTION

Company Confidential

3
Disclaimer:
1, Not all big brands are stupid in SEO

2. Not all small brands have the capacity
to exploit big brands in or...
What is a Brand?

Company Confidential

5
AMA Definition
A name, term, design, symbol, or any
other feature that identifies one seller's
product distinct from those...
It’s All About Identity

It
represents
the identity
that a
business
wants to
project
Company Confidential

7
FACTORS THAT DETERMINE
BRAND POWER
Company Confidential

8
Brand Marketing Budget

Company Confidential

9
Audience Reception

Company Confidential

10
Market Share

Company Confidential

11
WHY INVEST IN BRANDING?

Company Confidential

12
Makes Relationships Easier to
Build

Company Confidential

13
Improves Conversion Power

Company Confidential

14
Makes Market Expansion Easier

Company Confidential

15
What Does This Have to Do
With SEO?

Company Confidential

16
BIG BRANDS HAVE
WEAKNESSES TOO
Company Confidential

17
It’s Not the Size, It's How You
Use It

Company Confidential

18
Great SEO Comes Down To


Skill



Creativity



Hard Work



And yes, budget

Company Confidential

19
WHERE BIG BRANDS HAVE
SEO STRUGGLES
Company Confidential

20
Corporate Red Tape

Company Confidential

21
Image Overconsciousness

Company Confidential

22
Legal Holdups

Company Confidential

23
Fear of Risks

Company Confidential

24
Big Budgets, Big Mistakes

Company Confidential

25
Faceless Entrepreneurship

Company Confidential

26
Overreliance on Established
Partners

Company Confidential

27
Sites Not Built with SEO in Mind

Company Confidential

28
THE ADVANTAGES OF
SMALLER BRANDS
Company Confidential

29
Strategic Agility

Company Confidential

30
Creative Independence

Company Confidential

31
More Personalized Marketing

Company Confidential

32
Resiliency Against Setbacks

Company Confidential

33
HOW TO COMPETE WITH BIG
BRANDS IN THE SERPS
Company Confidential

34
1. Act Like a Brand Yourself


Display strong authenticity signals



Invest in professional web design



Short, snapp...
(Re)build Your Site with SEO in Mind


Simpler, flatter site architectures work best



Have a scalable content roadmap
...
Have a Genuinely Good Product

Company Confidential

37
Factor SEO into Your Revenue Model

Company Confidential

38
Place a Premium on Relationships


Be open to link requests



Show off your knowledge outside your own site



Partici...
Outhustle the Big Brand on Long Tails

Company Confidential

40
Smother the Big Brand with rich Media

Company Confidential

41
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Morcon 2013 glen dimaandal

  1. 1. EXPLOITING THE FLAWS OF BIG BRAND COMPETITORS MORCON 2013 Company Confidential 1
  2. 2. BY: GLEN DIMAANDAL Company Confidential 2
  3. 3. INTRODUCTION Company Confidential 3
  4. 4. Disclaimer: 1, Not all big brands are stupid in SEO 2. Not all small brands have the capacity to exploit big brands in organic searches  3. This is not a presentation that will enable you to take down Apple or Amazon anytime soon Company Confidential
  5. 5. What is a Brand? Company Confidential 5
  6. 6. AMA Definition A name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers Company Confidential 6
  7. 7. It’s All About Identity It represents the identity that a business wants to project Company Confidential 7
  8. 8. FACTORS THAT DETERMINE BRAND POWER Company Confidential 8
  9. 9. Brand Marketing Budget Company Confidential 9
  10. 10. Audience Reception Company Confidential 10
  11. 11. Market Share Company Confidential 11
  12. 12. WHY INVEST IN BRANDING? Company Confidential 12
  13. 13. Makes Relationships Easier to Build Company Confidential 13
  14. 14. Improves Conversion Power Company Confidential 14
  15. 15. Makes Market Expansion Easier Company Confidential 15
  16. 16. What Does This Have to Do With SEO? Company Confidential 16
  17. 17. BIG BRANDS HAVE WEAKNESSES TOO Company Confidential 17
  18. 18. It’s Not the Size, It's How You Use It Company Confidential 18
  19. 19. Great SEO Comes Down To  Skill  Creativity  Hard Work  And yes, budget Company Confidential 19
  20. 20. WHERE BIG BRANDS HAVE SEO STRUGGLES Company Confidential 20
  21. 21. Corporate Red Tape Company Confidential 21
  22. 22. Image Overconsciousness Company Confidential 22
  23. 23. Legal Holdups Company Confidential 23
  24. 24. Fear of Risks Company Confidential 24
  25. 25. Big Budgets, Big Mistakes Company Confidential 25
  26. 26. Faceless Entrepreneurship Company Confidential 26
  27. 27. Overreliance on Established Partners Company Confidential 27
  28. 28. Sites Not Built with SEO in Mind Company Confidential 28
  29. 29. THE ADVANTAGES OF SMALLER BRANDS Company Confidential 29
  30. 30. Strategic Agility Company Confidential 30
  31. 31. Creative Independence Company Confidential 31
  32. 32. More Personalized Marketing Company Confidential 32
  33. 33. Resiliency Against Setbacks Company Confidential 33
  34. 34. HOW TO COMPETE WITH BIG BRANDS IN THE SERPS Company Confidential 34
  35. 35. 1. Act Like a Brand Yourself  Display strong authenticity signals  Invest in professional web design  Short, snappy brand names work best  Take your logo seriously  Be genuinely proactive in social media  Focus on Customer experience Company Confidential 35
  36. 36. (Re)build Your Site with SEO in Mind  Simpler, flatter site architectures work best  Have a scalable content roadmap  Let market demands drive link asset creation Company Confidential 36
  37. 37. Have a Genuinely Good Product Company Confidential 37
  38. 38. Factor SEO into Your Revenue Model Company Confidential 38
  39. 39. Place a Premium on Relationships  Be open to link requests  Show off your knowledge outside your own site  Participate in cross-promotions Company Confidential 39
  40. 40. Outhustle the Big Brand on Long Tails Company Confidential 40
  41. 41. Smother the Big Brand with rich Media Company Confidential 41
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