The world of search is evolving faster than it ever has before thanks to AI, Machine Learning, improvements in mobile technology, and a matured user base. With search engines such as Google now focusing on things over strings, and human behaviour over proxy metrics, it’s time to look beyond keywords and links to see how more traditional marketing and brand building activity could be driving success online.

1. TheImportanceofBrand
BuildingforSearch
W I T HF I G A R O D I G I TA L
Malcolm Slade
@seomalc
2 6 / 0 4 / 1 8
www.epiphany.co.uk
#figarodigital

2. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Let’stalkaboutSEO
todate

3. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
2003
SEOiseasy!

4. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Keywords Page Rank Source Code

5. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
SmokeandMirrors

6. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany

7. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
ReportsMoney SEO

8. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
2012
SEOgetsharder

9. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Caffeine Platform Update
Panda Content Understanding
Schema Content Understanding
Freshness Query Understanding
Venice Query Understanding
Penguin Links Understanding
Knowledge Graph Entity Understanding

10. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Keywords Page Rank Source Code

11. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
User
focused
content
Page Rank Source Code

12. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
S.EOer et al, 2016.
“Write content for users.”

13. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
User
focused
content
Page Rank Source Code

14. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
User
focused
content
Authority /
Trust
Source Code

15. S.EOer et al, 2016.
“Get better links via
PR & outreach.”

16. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
User
focused
content
Authority /
Trust
Source Code

17. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
User
focused
content
Authority /
Trust
What
Google sees

18. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
S.EOer et al, 2016.
“Remove, disavow, no follow.”

19. S.EOer et al, 2016.
“Combine, block, no-index.”

20. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
User
focused
content
Authority /
Trust
What
Google sees

21. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Great
Content
Great Links
Great
Technical
Site

22. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany

23. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
SEO became more
of a two way street

24. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
SEO
PPC

25. A.Client, 2016.
“I’m still on page two.”

26. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Hitaglassceiling

27. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Great
Content
Great Links
Great
Technical
Site
Something
Else

28. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
W H AT I S G O I N G O N ?

29. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Therearehints

30. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
AmitSinghal
replacedby
JohnGiannandrea

31. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Mathematician
replacedby
HeadofMachineLearning

32. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
RankBrain
N E W T E C H N O LO G Y

33. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Google+ML

34. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
I’m not going to
go into AI / ML

35. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Why does Google need
Machine Learning?

36. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Google has more data than
ever before!
Android, ISP, Chrome, Free WiFi, GA, AdWords, Home…

37. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Google is becoming more
Human!
Panda, Penguin, Phantom, HTTPS, UX, Mobile First

38. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Old ranking signals seem
less valuable!
Keywords, H1 Tags, Anchor Text, Links

39. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Google is looking for new ways to
grade websites using AI

40. 826 million results
for ‘Beds’

41. Ordered by
traditional metrics

42. Top 100 results

43. Ordered by advanced
metrics

44. 10 Excellent results
20 Good results
70 Good enough results
826 million other results ordered
OK but nobody cares

46. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
NewMetrics

47. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Wenolongerknow
withrealcertaintywhat
willwork
N O B O D Y K N O W S

48. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Buttherearehints

49. E R I C S C H M I D T
“Theinternetisfastbecominga"cesspool"where
falseinformationthrives”(EricSchmidt,2008.)

50. E R I C S C H M I D T
“Brandsarethesolution,nottheproblem,brands
arehowyousortoutthecesspool.”(EricSchmidt,2008.)

51. E R I C S C H M I D T
“Brandsareanincreasinglyimportantsignalsthat
contentcanbetrusted”(EricSchmidt,2008.)

52. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
PAT E N T S

53. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
AssociatinganEntitywithaCategory
Application US20100070339A1
Brandnamesynonymy
Grant US8655737B1
Sentimentdetectionasarankingsignalforreviewableentities
Grant US8417713B1
S O M E O F M Y FAV O U R I T E S

54. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Googleistryingtomodelhowwe
dothingsintherealworld?

55. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Howdoeseverythingfittogether?

56. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Whatreallymakesus
chooseXoverY?

57. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Price,Product,Brand
M Y S I M P L I F I E D V I E W

58. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
LO O K AT T H E G L A S S C E I L I N G

59. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Brand
2 0 0 3

60. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Liked
W E L I K E B R A N D S

61. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Liked
EngagedWith
W E E N G A G E W I T H B R A N D S

62. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Liked
EngagedWith
Named
W E TA L K A B O U T B R A N D S

63. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
YO U R AU TO M AT I O N TO O L K I T
Liked

64. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
SocialData
L I M I T F O R G O O G L E

65. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
SentimentAnalysis
H A R D TO D O R I G H T

66. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
YO U R AU TO M AT I O N TO O L K I T
EngagedWith

67. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
ChromeExperienceData
Y E P C H R O M E R E C O R D S YO U R D ATA

68. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
ClickThrough Rates
PogoSticking
E N D TO E N D D ATA

69. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
YO U R AU TO M AT I O N TO O L K I T
Named

70. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
OnlineReferences
G O O G L E L I N K G R A P H / K N O W L E D G E VAU LT

71. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
https://www.stonetemple.com/does-google-use-
online-brand-mentions-for-search-ranking-eric-
enge-with-gary-illyes-at-pubcon-2017/
G O O G L E I S S TA R T I N G TO TA L K A B O U T I T

72. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Googleusesbrandmentions
Associationwithotherentities
AllowsGoogletoassociatemoremetrics
B A S I C P O I N T S

73. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
BrandSearches
S O M E T H I N G W E C A N S E E

74. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
P E O P L E S E A R C H F O R B R A N D S
AdWordsKeywordPlanner
Brandterms
(includingsynonyms)
Brandterms+keywords
(gocomparecarinsurance)

75. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
I T C O R R E L AT E S R E A L LY W E L L
Oftennearperfectcorrelationwith
page1rankings
Carinsurance:0.92
Onlinebingo:0.84

76. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
C O R R E L AT I O N I S N ’ T C AU S AT I O N

77. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Whatdoesitallmean?

78. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Brandsdoreallywellinorganic
search
S E E M S O B V I O U S

79. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Googleseemstobeusingsome
formofentitysimilartobrand
G O O G L E I S B E I N G M O R E H U M A N

80. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
SEOmovingforward

81. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
BestpracticeSEOtechniquesform
thefoundation
S E O I S N OT D E A D

82. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Strategyfor“theglass
ceiling”
K N O W YO U R L I M I T S / P L A N A C C O R D I N G LY

83. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Buildyouronlinebrandlegitimately
T H E R E A R E N O S H O R T C U T S

84. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Doeverythingthatyoucan
P I C K YO U R B AT T L E S

85. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Userfocusedwebsite
Userfocusedcontent
OptimisedadvertswithinSERPS
Schema
O P T I M I S E YO U R O N L I N E P R E S E N C E

86. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Engagewithauthoritysources
Engagewithyourniche
Engagewithyouraudience
E X T E R N A L O N L I N E A C T I V I T Y

87. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
BrandedPPC
BrandedDisplay
W O R K W I T H OT H E R C H A N N E L S

88. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Billboards/buses
Advertorials/offlinemedia
TV
TA K E I T O F F L I N E

94. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Display
2 0 0 3
SEO
PPC
ATL
BTL

95. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Doesitwork?
2 0 0 3

96. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
A D Y I N G B R A N D

97. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
A B R A N D T H AT W O K E U P

98. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
A B R A N D T H AT G O E S A L L I N

100. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Takeaways
2 0 0 3

101. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
S E O N E E D S TO C H A N G E
OldschoolSEOonly
getsyousofar

102. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
G O O G L E H A S
Googleispowered
bymachines,
validatedbyhumans

103. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
E V E R Y T H I N G P O I N T S TO WA R D S B R A N D
Brandmightbethe
answer

104. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
E V E R Y T H I N G W O R K I N G TO G E T H E R
Offlinecontributes
toonlinesuccess

105. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
C O N S I S T E N C Y
Unified,consistent
marketing

106. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
I T W I L L L I K E LY G E T W O R S E
…embraceit!

107. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Googleonlyneeds20goodresults
N O B O D Y G O E S TO PA G E 3

108. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Googledoesn’tcareifyourankor
youdon’t
M O S T N I C H E S H AV E E N O U G H R E S U LT S

109. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Googlehasnorealcompetition
T H E U K LO V E S G O O G L E

110. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Personalassistants
arecoming
T H E F U T U R E M I G H T N OT F E AT U R E R E S U LT S PA G E S

111. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
Thankyou,#figarodigital
@seomalc
F I G A R O D I G I TA L
www.epiphany.co.uk

112. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
R E S O U R C E A P P E N D I X
Appendix-Resources

113. The Importance of Brand Building for Search #figarodigital@seomalc / @hello_epiphany
• Google Patent Search – link
• Google Keyword Planner (requires an AdWords account) – link
• Google Update Lists (via Moz) – link
• Spurious Correlations – link
• Gary Illyes (from Google) at Pubcon Vegas 2017 - link
• Beard Brand – link
• Thinkbox TV Report – link
• Adage & Eric Schmidt - link