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???
#brightonseo

3. #brightonseo
Let’s uncover the potential
of brand!

4. Branded Keywords
● Amazon
● Aliexpress
● Uber
#brightonseo

5. Why are the branded KWs important?
● Amazon - 188M
● Uber - 1.9M
● Betsson - 2.3M
#brightonseo

6. Semi-branded Keywords
● Amazon shopping
● Aliexpress online
● Uber taxi
#brightonseo

7. Why are the semi-branded KWs important?
● Amazon shopping
- 863K
● Uber taxi
- 123K
● Betsson casino
- 19K
#brightonseo

8. What are generic/non-branded KWs?
● Shopping - 1.0M
● Taxi - 1.1M
● Casino - 1.2M
#brightonseo

9. Benefits of branded KWs
#brightonseo
● CPA
● RETENTION
● ACQUISITION
● EASY TO SCORE

10. #brightonseo
Branded keywords must occupy Top1
75%

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

12. Generic KWs should
● User intent
● Money KWs
● Long-tail KWs
#brightonseo

13. SEO’s job is to score
for both!
#brighto

14. #brightonseo
Build brand
awareness!

15. Brand Awareness not just the name
Logo:
#brightonseo

16. #brightonseo
Recognisable product
#brightonseo

17. #brightonseo
Catch phrase!

18. #brightonseo
Promote your
brand
#brightonseo

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

20. Types of brand protection
● Legal steps
● PPC
● SEO brand
protection strategy
#brightonseo

21. Legal steps
● Copyright
● Trademark
● Design
#brightonseo

22. #brightonseo
#brightonseo
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
#brightonseo

25. Tactics to block
SERPs
#brightonseo

26. #brightonseo

27. Google/Apple apps pages
#brightonseo

28. #brightonseo

29. #brightonseo
Promote your YouTube channel

30. #brightonseo
Company
profiles

31. Social media pages
#brightonseo

32. #brightonseo
‘People also ask’
Google Answers
rich result / in-SERP
feature.

33. Articles in big online
magazines/newspapers
#brightonseo

34. Brand protection
websites
#brightonseo

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
#brightonseo

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
#brightonseo

38. #brightonseo
PROTECT - the investment
in the brand

39. #brightonseo
Check your inventory

40. #brightonseo
Create the missing
accounts & BP
websites

41. #brightonseo
Get articles published
about your company

42. #brightonseo
Create content marketing and
SEO strategy

43. Monitor and measure
your results and your
success
#brightonseo

44. Thank you for listening, hope it was helpful!