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Morcon 2013 glen dimaandal

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Transcript

  • 1. EXPLOITING THE FLAWS OF BIG BRAND COMPETITORS MORCON 2013 Company Confidential 1
  • 2. BY: GLEN DIMAANDAL Company Confidential 2
  • 3. INTRODUCTION Company Confidential 3
  • 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. What is a Brand? Company Confidential 5
  • 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. It’s All About Identity It represents the identity that a business wants to project Company Confidential 7
  • 8. FACTORS THAT DETERMINE BRAND POWER Company Confidential 8
  • 9. Brand Marketing Budget Company Confidential 9
  • 10. Audience Reception Company Confidential 10
  • 11. Market Share Company Confidential 11
  • 12. WHY INVEST IN BRANDING? Company Confidential 12
  • 13. Makes Relationships Easier to Build Company Confidential 13
  • 14. Improves Conversion Power Company Confidential 14
  • 15. Makes Market Expansion Easier Company Confidential 15
  • 16. What Does This Have to Do With SEO? Company Confidential 16
  • 17. BIG BRANDS HAVE WEAKNESSES TOO Company Confidential 17
  • 18. It’s Not the Size, It's How You Use It Company Confidential 18
  • 19. Great SEO Comes Down To  Skill  Creativity  Hard Work  And yes, budget Company Confidential 19
  • 20. WHERE BIG BRANDS HAVE SEO STRUGGLES Company Confidential 20
  • 21. Corporate Red Tape Company Confidential 21
  • 22. Image Overconsciousness Company Confidential 22
  • 23. Legal Holdups Company Confidential 23
  • 24. Fear of Risks Company Confidential 24
  • 25. Big Budgets, Big Mistakes Company Confidential 25
  • 26. Faceless Entrepreneurship Company Confidential 26
  • 27. Overreliance on Established Partners Company Confidential 27
  • 28. Sites Not Built with SEO in Mind Company Confidential 28
  • 29. THE ADVANTAGES OF SMALLER BRANDS Company Confidential 29
  • 30. Strategic Agility Company Confidential 30
  • 31. Creative Independence Company Confidential 31
  • 32. More Personalized Marketing Company Confidential 32
  • 33. Resiliency Against Setbacks Company Confidential 33
  • 34. HOW TO COMPETE WITH BIG BRANDS IN THE SERPS Company Confidential 34
  • 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. (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. Have a Genuinely Good Product Company Confidential 37
  • 38. Factor SEO into Your Revenue Model Company Confidential 38
  • 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. Outhustle the Big Brand on Long Tails Company Confidential 40
  • 41. Smother the Big Brand with rich Media Company Confidential 41