MORCON 2013 - Exploiting the Flaws of Big Brand Competitors

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A presentation revealing the SEO weakneses of big brands and how you can take advantage to outrank them.

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MORCON 2013 - Exploiting the Flaws of Big Brand Competitors

  1. 1. EXPLOITING THE FLAWS OF BIG BRAND COMPETITORS Company Confidential 1
  2. 2. GLEN DIMAANDAL Company Confidential 2
  3. 3. 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
  4. 4. What is a Brand? Company Confidential 4
  5. 5. 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 5
  6. 6. It’s All About Identity It represents the identity that a business wants to project Company Confidential 6
  7. 7. FACTORS THAT DETERMINE BRAND POWER Company Confidential 7
  8. 8. Brand Marketing Budget Company Confidential 8
  9. 9. Audience Reception Company Confidential 9
  10. 10. Market Share Company Confidential 10
  11. 11. WHY INVEST IN BRANDING? Company Confidential 11
  12. 12. Makes Relationships Easier to Build Company Confidential 12
  13. 13. Improves Conversion Power Company Confidential 13
  14. 14. Makes Market Expansion Easier Company Confidential 14
  15. 15. What Does This Have to Do With SEO? Company Confidential 15
  16. 16. BIG BRANDS HAVE WEAKNESSES TOO Company Confidential 16
  17. 17. It’s Not the Size, It's How You Use It Company Confidential 17
  18. 18. Great SEO Comes Down To  Skill  Creativity  Hard Work  And yes, budget Company Confidential 18
  19. 19. WHERE BIG BRANDS HAVE SEO STRUGGLES Company Confidential 19
  20. 20. Corporate Red Tape Company Confidential 20
  21. 21. Image Overconsciousness Company Confidential 21
  22. 22. Legal Holdups Company Confidential 22
  23. 23. Fear of Risks Company Confidential 23
  24. 24. Big Budgets, Big Mistakes Company Confidential 24
  25. 25. Faceless Entrepreneurship Company Confidential 25
  26. 26. Overreliance on Established Partners Company Confidential 26
  27. 27. Sites Not Built with SEO in Mind Company Confidential 27
  28. 28. THE ADVANTAGES OF SMALLER BRANDS Company Confidential 28
  29. 29. Strategic Agility Company Confidential 29
  30. 30. Creative Independence Company Confidential 30
  31. 31. More Personalized Marketing Company Confidential 31
  32. 32. Resiliency Against Setbacks Company Confidential 32
  33. 33. HOW TO COMPETE WITH BIG BRANDS IN THE SERPS Company Confidential 33
  34. 34. 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 34
  35. 35. (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 35
  36. 36. Have a Genuinely Good Product Company Confidential 36
  37. 37. Factor SEO into Your Revenue Model Company Confidential 37
  38. 38. Place a Premium on Relationships  Be open to link requests  Show off your knowledge outside your own site  Participate in cross-promotions Company Confidential 38
  39. 39. Outhustle the Big Brand on Long Tails Company Confidential 39
  40. 40. Smother the Big Brand with rich Media Company Confidential 40

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