This document discusses strategies for using SEO, branding, and brand protection to lower cost per acquisition (CPA). It emphasizes the importance of branded, semi-branded, and generic keywords and occupying the top search results for branded terms. Tactics for brand protection include legal registration, balancing paid search and organic, and developing a wide network of online brand mentions and assets like websites, social profiles, videos, and articles. Regular monitoring is advised to measure the success of these brand protection and content marketing efforts at securing the brand's online presence.

1. Brighton Autumn 2023
How to properly use SEO, branding and brand protection to lower your CPA
By Ivana Flynn
How to properly use SEO,
branding and brand
protection to lower your
CPA
https://www.linkedin.com/in/ivana-flynn-181818113/
Ivana Flynn
ComeOn Group
#brightonseo

2. Short introduction
Who
Am
I???
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3. #brightonseo
Let’s uncover the potential
of brand!

4. Branded Keywords
● Amazon
● Aliexpress
● Uber
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5. Why are the branded KWs important?
● Amazon - 188M
● Uber - 1.9M
● Betsson - 2.3M
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6. Semi-branded Keywords
● Amazon shopping
● Aliexpress online
● Uber taxi
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7. Why are the semi-branded KWs important?
● Amazon shopping
- 863K
● Uber taxi
- 123K
● Betsson casino
- 19K
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8. What are generic/non-branded KWs?
● Shopping - 1.0M
● Taxi - 1.1M
● Casino - 1.2M
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9. Benefits of branded KWs
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● CPA
● RETENTION
● ACQUISITION
● EASY TO SCORE

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Branded keywords must occupy Top1
75%

11. Benefits of Generic KWs
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● NEW
CUSTOMERS
● LTV
● ACQUISITION

12. Generic KWs should
● User intent
● Money KWs
● Long-tail KWs
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13. SEO’s job is to score
for both!
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Build brand
awareness!

15. Brand Awareness not just the name
Logo:
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Recognisable product
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Catch phrase!

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Promote your
brand
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19. #brightonseo
Have a killer
SEO and
marketing
strategy!

20. Types of brand protection
● Legal steps
● PPC
● SEO brand
protection strategy
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21. Legal steps
● Copyright
● Trademark
● Design
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22. #brightonseo
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PPC must support
SEO and not to hurt it!

23. #brightonseo
Let’s keep SEO and PPC in
balance!

24. Secure Top1 for Branded KWs
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25. Tactics to block
SERPs
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26. #brightonseo

27. Google/Apple apps pages
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29. #brightonseo
Promote your YouTube channel

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Company
profiles

31. Social media pages
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‘People also ask’
Google Answers
rich result / in-SERP
feature.

33. Articles in big online
magazines/newspapers
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34. Brand protection
websites
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35. SEO brand protection examples -
Amazon - PERFECT
1.) Amazon comercial co.uk website
2.) Amazon comercial .com website
3.) Company Twitter account
4.) Company Wikipedia page
5.) Company App store
6.) Company corporate website
7.) Company Youtube channel
8.) Company Facebook
9.) 3rd party newspaper pages on
Amazon
10.) Company corporate website
#brightonseo

36. SEO brand protection examples -
Betsson GOOD
1.) Betsson comercial com website
2.) Betsson brand protection site
3.) Betsson corporate website
4.) Company’s App store
5.) AFFILIATE - paying commission for
customers
6.) Trading forum
7.) Company.s trustpilot reviews
8.) 3rd party newspaper pages on
Betsson
9.) Trading forum
10.) Company’s profile on 3rd party website
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37. SEO brand protection examples -
Getlucky - BAD
1.) Getlucky’s comercial com website
2.) Getlucky’s brand protection site
3.) AFFILIATE - paying commission for
customers
4.) AFFILIATE - paying commission for
customers
5.) AFFILIATE - paying commission for
customers
6.) AFFILIATE - paying commission for
customers
7.) AFFILIATE - paying commission for
customers
8.) helpdesk
9.) AFFILIATE - paying commission for
customers
10.) AFFILIATE - paying commission for
customers
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38. #brightonseo
PROTECT - the investment
in the brand

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Check your inventory

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Create the missing
accounts & BP
websites

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Get articles published
about your company

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Create content marketing and
SEO strategy

43. Monitor and measure
your results and your
success
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44. Thank you for listening, hope it was helpful!