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Ruth Burr Reedy: Your Brand


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Ruth Burr Reedy discusses Your Brand during the State of Search 2015 in Dallas, TX on November 16, 2015

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Ruth Burr Reedy: Your Brand

  1. 1. Great SEO Starts with Your Brand Ruth Burr Reedy Senior SEO Manager BigWing Interactive
  2. 2. The Derek Zoolander Center for SEOs Who Can’t Brand Good And Want to Learn to Do Other Stuff Good Too
  3. 3. What is a Brand? ColorsLogoName Imagery Voice Fonts
  4. 4. There’s More to Life Than Being Really, Really, Ridiculously Good-Looking
  5. 5. What is a Brand?
  6. 6. Is Brand a Ranking Factor? Image Source: Search Engine Watch
  7. 7. Image Source: XKCD
  8. 8. Links Social Shares Engagement Clicks from search Mentions Co-occurrence Things Brands Have Things Google Likes
  9. 9. Expertise Authoritativeness Trustworthiness
  10. 10. Brands and Machine Learning CTR Engagement Visitor Loyalty Entity Relationships
  11. 11. This is Not How People Search
  12. 12. Who Am I?
  13. 13. Be Honest.
  14. 14. On AuthenticityDo I know what I’m doing today? No. But I’m here, and I’m gonna give it my best shot.
  15. 15. “For [target market], [company name] is the best [what you do] that [how you do it].”
  16. 16. Define Your Values
  17. 17. Marketing Personas: The Complete Beginner’s Guide by @kevanlee at Buffer HubSpot Academy Buyer Persona Examples
  18. 18. The Sales Funnel Awareness Interest Consideration Intent Purchase Retention
  19. 19. Link Outreach Content Marketing Topical Authority UX CRO Personalization The Sales SEO Funnel
  20. 20. What Problems Can I Solve? @ruthburr “I need a new dishwasher”
  21. 21. What Problems Can I Solve? “My water bill is too high” “My dishwasher just flooded my kitchen” “I’m concerned about my carbon footprint” “My family uses dishes faster than we can clean them” @ruthburr
  22. 22. What Does Your Audience Search For?“high efficiency dishwashers” “most reliable dishwasher brands” “eco-friendly dishwashers” “high capacity dishwashers” @ruthburr
  23. 23. Why Should They Buy It From You?Free shipping Same-day delivery Public commitment to the environment Lifetime warranty @ruthburr
  24. 24. Help Complete a Task
  25. 25. The IdeaGraph by Ian Lurie @portentint
  26. 26. Home Keyword 1 Page Keyword 2 Page Keyword 3 Page Keyword 4
  27. 27. Page: Energy Efficient Dishwashers Keywords: Energy efficient dishwashers, eco-friendly dishwashers Personas Thrifty Trudy Green Gary Stage: Consideration Next Steps: More Research Purchase Conversion: Purchase
  28. 28. Mark it Up!
  29. 29. The Ultimate Guide to Saving Water – Home Edition Video: Testing Green Dishwashers Donate to a water charity for every purchase Newsletter: Green living tips
  30. 30. Expertise Authoritativeness Trustworthiness
  31. 31. Co-Occurrence
  32. 32. Invest in CRM
  33. 33. Enable Demographic Tracking
  34. 34. User Paths
  35. 35. Change Attribution Models Image source: Search Engine Roundable
  36. 36. Brand Mentions
  37. 37. Brand + Keyword
  38. 38. Turn Customers into Advocates
  39. 39. Questions?