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Why Brand is Replacing Authority

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For the past few years people have been talking about how links are diminishing as a ranking factor. Links aren’t going to go away but they are gradually becoming part of a larger ranking factor, 'Brand'. But what is a Brand? and how does any size of business become a Brand?

Published in: Marketing
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Why Brand is Replacing Authority

  1. 1. Ade Lewis Teapot Digital Why Brand Signals Are Replacing Authority @AdeJLewis https://www.slideshare.net/adelewis
  2. 2. @AdeJLewis
  3. 3. @AdeJLewis OLD SCHOOL
  4. 4. @AdeJLewis RELEVANCY AUTHORITY
  5. 5. @AdeJLewis RANKINGS
  6. 6. @AdeJLewis RELEVANCY = Everything written on your website
  7. 7. @AdeJLewis SEARCH TERM How relevant this is to a given
  8. 8. @AdeJLewis AUTHORITY = Anything written about you external to your site
  9. 9. @AdeJLewis AKA External Links LINKS LINKS LINKS LINKS LINKS LINKS
  10. 10. @AdeJLewis Context
  11. 11. @AdeJLewis Typical SEO geeks having some party fun !
  12. 12. @AdeJLewis
  13. 13. @AdeJLewis Ade is really cool
  14. 14. @AdeJLewis What a D!#k
  15. 15. @AdeJLewis The next day…
  16. 16. @AdeJLewis
  17. 17. @AdeJLewis X
  18. 18. @AdeJLewis X Ade is really cool = RELEVANCY Old School…
  19. 19. @AdeJLewis X Ade is really cool = RELEVANCY but no credibility No Authority Old School…
  20. 20. @AdeJLewis Ade is really cool
  21. 21. @AdeJLewis
  22. 22. @AdeJLewis OMG !
  23. 23. @AdeJLewis that’s Ade Lewis
  24. 24. @AdeJLewis he’s Really Cool
  25. 25. @AdeJLewis RELEVANCY + AUTHORITY = Ade really is cool Old School…
  26. 26. @AdeJLewis RELEVANCY X AUTHORITY = Your Ability to Rank Highly I maybe slightly simplified this! Old School…
  27. 27. @AdeJLewis Since the dawn of Old School Google’s reliance on AUTHORITY left them open to manipulation
  28. 28. @AdeJLewis Old School…
  29. 29. @AdeJLewis Fake Tom Old School…
  30. 30. @AdeJLewis External Links Authority LINKS LINKS LINKS LINKS LINKS LINKS
  31. 31. @AdeJLewis Tom Anthony 2011 blog link - http://bit.ly/tom-link-profile
  32. 32. @AdeJLewis Tom Anthony 2011 Paid Links blog link - http://bit.ly/tom-link-profile
  33. 33. @AdeJLewis External Links LINKS LINKS LINKS LINKS
  34. 34. @AdeJLewis External Links Non Link-Based Signals X
  35. 35. @AdeJLewis Google evolved…
  36. 36. @AdeJLewis Non Link-Based Signals X
  37. 37. @AdeJLewis So as an industry we evolved… OLD SCHOOL NOW
  38. 38. @AdeJLewis CONTENT MARKETING and DIGITAL PR
  39. 39. @AdeJLewis But there’s still a Problem…
  40. 40. @AdeJLewis we are still fundamentally focussed on building Authority
  41. 41. @AdeJLewis building AUTHORITY is still often the main intent of most CONTENT MARKETING and DIGITAL PR campaigns
  42. 42. @AdeJLewis
  43. 43. @AdeJLewis Here’s the core of the problem
  44. 44. @AdeJLewis Google is actively trying to move away from AUTHORITY as a ranking factor…
  45. 45. @AdeJLewis But we are still focussing on it
  46. 46. @AdeJLewis Google hasn’t stopped evolving
  47. 47. @AdeJLewis Non Link-Based Signals ? ? ? ? ?
  48. 48. @AdeJLewis
  49. 49. @AdeJLewis Brand
  50. 50. @AdeJLewis brand /brand/ 1. a type of product manufactured by a particular company under a particular name. synonyms: make, line, label, marque; 2. an identifying mark burned on livestock with a branding iron. synonyms: identifying mark, identification, marker, earmark
  51. 51. @AdeJLewis brand /brand/ 1. a type of product manufactured by a particular company under a particular name. synonyms: make, line, label, marque; 2. an identifying mark burned on livestock with a branding iron. synonyms: identifying mark, identification, marker, earmark X
  52. 52. @AdeJLewis
  53. 53. @AdeJLewis a logo does not Define a brand
  54. 54. @AdeJLewis a logo does not help us to understand a brand
  55. 55. @AdeJLewis a logo allows us to Recognise a brand
  56. 56. @AdeJLewis the identity of a business A brand is
  57. 57. @AdeJLewis the personality of a business A brand is
  58. 58. @AdeJLewis the sum of all customer experiences A brand is
  59. 59. @AdeJLewis Not Defined by a business A brand is
  60. 60. @AdeJLewis Defined by customers A brand is
  61. 61. @AdeJLewis Defined by customers A brand is and what they say about a business
  62. 62. @AdeJLewis Reputation A brand is
  63. 63. @AdeJLewis If Digital Marketing is the Solar System…
  64. 64. @AdeJLewis Then Brand is the galaxy
  65. 65. @AdeJLewis Every single interaction that anyone has with your business shapes your BRAND
  66. 66. @AdeJLewis Why does Brand matter ?
  67. 67. @AdeJLewis Where’s Good in Brighton ?
  68. 68. @AdeJLewis Try This One Where’s Good in Brighton ?
  69. 69. @AdeJLewis Personal Experience Try This One
  70. 70. @AdeJLewis Know Try This One Personal Experience
  71. 71. @AdeJLewis Know Like Try This One Personal Experience
  72. 72. @AdeJLewis Know Like Trust Try This One Personal Experience blog link - http://bit.ly/teapot-know-like-trust
  73. 73. @AdeJLewis Try This One Trust blog link - http://bit.ly/teapot-know-like-trust
  74. 74. @AdeJLewis Trust Try This One blog link - http://bit.ly/teapot-know-like-trust
  75. 75. @AdeJLewis Know Like Trust Try This One blog link - http://bit.ly/teapot-know-like-trust
  76. 76. @AdeJLewis Know Like Trust Try This One Personal Experience blog link - http://bit.ly/teapot-know-like-trust
  77. 77. @AdeJLewis
  78. 78. @AdeJLewis
  79. 79. @AdeJLewis
  80. 80. @AdeJLewis
  81. 81. @AdeJLewis Brand Signals tweets email pr + press comments user experience outreach photos facebook posts video rich snippets ppc ads (brand reach) customer interaction
  82. 82. @AdeJLewis External Links XX X
  83. 83. @AdeJLewis User engagement - Tip
  84. 84. @AdeJLewis User engagement - Tip
  85. 85. @AdeJLewis easily identify organic landing pages User engagement - Tip
  86. 86. @AdeJLewis highlights underperforming organic landing pages User engagement - Tip
  87. 87. @AdeJLewis Links are becoming increasingly less effective unless they are backed up with strong BRAND signals
  88. 88. @AdeJLewis Do people talk about you and leave reviews because you have links?
  89. 89. @AdeJLewis Or do you earn links because people are talking about you and leaving reviews?
  90. 90. @AdeJLewis Do people use your brand name when they search for your products or services because you have links?
  91. 91. @AdeJLewis or Do you earn links because people know, like and trust your brand
  92. 92. @AdeJLewis Brand Signals tweets email pr + press comments user experience outreach facebook posts video rich snippets ppc ads (brand reach) customer interaction AUTHORITY
  93. 93. @AdeJLewis The foundations of a brand…
  94. 94. @AdeJLewis blog link - http://bit.ly/brand-values-teapot
  95. 95. @AdeJLewis Behaviour identity personality voice brand signals blog link - http://bit.ly/brand-values-teapot
  96. 96. @AdeJLewis Knowledge Behaviour blog link - http://bit.ly/brand-values-teapot
  97. 97. @AdeJLewis Knowledge Experience Behaviour blog link - http://bit.ly/brand-values-teapot
  98. 98. @AdeJLewis Brand Values Knowledge Experience Values Behaviour blog link - http://bit.ly/brand-values-teapot
  99. 99. @AdeJLewis
  100. 100. @AdeJLewis
  101. 101. @AdeJLewis
  102. 102. @AdeJLewis CONTENT MARKETING and DIGITAL PR ?? ? ? ?
  103. 103. @AdeJLewis #1 Have a set of defined values that fully represent your ethos and brand blog link - bit.ly/teapot-brand-values
  104. 104. @AdeJLewis #2 Ensure that whoever is running your campaigns fully understands your brand values blog link - bit.ly/teapot-brand-values
  105. 105. @AdeJLewis #3 ensure that any content produced directly communicates your brand or your values blog link - bit.ly/teapot-brand-values
  106. 106. @AdeJLewis #4 Only actively pursue content coverage on sites that align with your brand values blog link - bit.ly/teapot-brand-values
  107. 107. @AdeJLewis Any business of any size Can build a Brand
  108. 108. @AdeJLewis Try Dave
  109. 109. @AdeJLewis Dave Rocks!
  110. 110. @AdeJLewis A tale of two Brands
  111. 111. @AdeJLewis A tale of two Brands
  112. 112. @AdeJLewis A tale of two businesses
  113. 113. @AdeJLewis Final Words…
  114. 114. @AdeJLewis Links are not dead !
  115. 115. @AdeJLewis Links are not dead ! They are brand signals
  116. 116. @AdeJLewis CONTENT MARKETINGand DIGITAL PR Do not stop
  117. 117. @AdeJLewis fully support your Brand Just make sure that Your Campaigns
  118. 118. @AdeJLewis Do Not just focus on building brand signals that correlate
  119. 119. @AdeJLewis Brand Signals comments outreach facebook posts ppc ads (brand reach) authority 10 Ways to Build Brand Signals for SEO How to Rapidly Build Brand Signals for SEO 7 Ways to Build SEO Brand Signals in 2018
  120. 120. @AdeJLewis Brand Signals comments outreach facebook posts ppc ads (brand reach) authority 10 Ways to Build Brand Signals for SEO How to Rapidly Build Brand Signals for SEO 7 Ways to Build SEO Brand Signals in 2018
  121. 121. @AdeJLewis Brand Signals tweets email pr + press comments user experience outreach facebook posts video rich snippets ppc ads (brand reach) customer interaction authority
  122. 122. @AdeJLewis Build A well rounded brand
  123. 123. @AdeJLewis Be the best brand to do business with
  124. 124. @AdeJLewis Further reading… Rankings Correlation Study: Domain Authority vs Branded Search Volume Understanding What Google Wants How to Build More Branded Search Volume For Your Website Google TrustRank: The Definitive Guide
  125. 125. @AdeJLewis What is a brand ? From a digital marketing perspective
  126. 126. @AdeJLewis What is a brand ? Wil Reynolds “a brand is a promise. simple.”
  127. 127. @AdeJLewis What is a brand ? Oli Gardner “brands are companies you give a shit about. so whatever they did to make you give a shit, that's branding.”
  128. 128. @AdeJLewis What is a brand ? Greg Gifford “a brand is a company's true identity and personality all rolled up into a single concept or feeling.”
  129. 129. @AdeJLewis What is a brand ? Greg Gifford “It's what gives people warm fuzzies…”
  130. 130. @AdeJLewis What is a brand ? Greg Gifford “It's what gives people warm fuzzies or makes them throw up in their mouth a little bit when they hear the name of a company”
  131. 131. Ade Lewis Teapot Digital Why Brand Signals Are Replacing Authority @AdeJLewis https://www.slideshare.net/adelewis is cool

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