How do you build a brand? The best way is to use content to really connect with your consumers and make them understand you. Building a personal relationship will secure brand loyalty and help you win against the competition.

2. H A N N A H T H O R P E
Using Content to
Connect.
@hannahjthorpe

3. A little about me…
Director
at
White.net
Technical
SEO
&
Content
Marketing
Range
of
brands
– Luxury,
Travel,
Retail

4. Describe your
friends/family/
colleagues

5. What about
your
favourite
brands?

6. Personal connections are key

7. Is this really
SEO?

8. It sounds like ‘reputation
management’

9. Shit. Are we
all just doing
PR?

10. “SEO is a marketing discipline focused on
growing visibility in organic (non-­‐paid) search
engine results. SEO encompasses both the
technical and creative elements required to
improve rankings, drive traffic, and increase
awareness in search engines. ”
https://moz.com/beginners-­‐guide-­‐to-­‐seo

11. Improve rankings
Drive traffic
Increase awareness

12. Traditional
ranking signals
are becoming
less significant.

13. Machine
Learning

14. Bounce Rate vs. Organic Position
Average Time on Site vs. Organic Position
Engagement
metrics

15. https://moz.com/search-­‐ranking-­‐
factors/survey
This is
not
enough!

17. We need to…
Know
what
people
want Produce
it
Help
them
find
it

18. • Know
what
people
want
Know what people want

19. Awareness
Interest
Desire
Action
Understand your user at
every point

20. Ask your
customers
directly

22. Eavesdrop on
your customers

23. Know where
your
audience
hangs out
online

26. Produce the content

27. Factors
Time
to
Consume Device Location

28. theatlas.com

29. mapchart.net

30. Optimise for Featured Snippets

31. Help them see it

32. Use your
technical
SEO
knowledge

33. Integrate with Paid Channels

34. Signs of a connection

35. Vanity Metrics

36. 1st position
rankings
Brand
ambassadors
Social shares
and likes

37. Business Metrics

38. [brand] + [product] search volume

39. CTR vs. Average Position

41. Key takeaways
Integrate
all
your
channels
to
promote
content
SEO
isn’t
dead;
but
it
is
developing
Content
can
help
build
a
brand
Scrape
all
the
things
to
know
what
your
customers
want
Look
beyond
vanity
PR
/link
metrics
Measure
your
brand
+
product
search

42. Thank you!
0203
7333000
@hannahjthorpe
94 White Lion Street
London
N1 9PF
hannah@white.net

43. ’Brand’ as a ranking signal
https://www.slideshare.net/epiphanysearch/brand-­‐the-­‐only-­‐future-­‐ranking-­‐factor-­‐malcolm-­‐slade-­‐speaking-­‐
at-­‐brighton-­‐seo
https://www.slideshare.net/THCapper/links-­‐rankings-­‐the-­‐story-­‐in-­‐the-­‐data-­‐brightonseo-­‐april-­‐2017
Machine Learning Revolution
https://moz.com/blog/machine-­‐learning-­‐revolution
Website Engagement Rates & SEO
https://moz.com/blog/do-­‐website-­‐engagement-­‐rates-­‐impact-­‐organic-­‐rankings
http://www.smartinsights.com/search-­‐engine-­‐optimisation-­‐seo/seo-­‐analytics/comparison-­‐of-­‐google-­‐
clickthrough-­‐rates-­‐by-­‐position/
http://searchengineland.com/ctr-­‐ranking-­‐factor-­‐227162
http://www.blindfiveyearold.com/is-­‐click-­‐through-­‐rate-­‐a-­‐ranking-­‐signal
Making content
https://www.slideshare.net/owmyfoothurts/quality-­‐pr-­‐linkbuilding-­‐with-­‐terrible-­‐budget-­‐brighton-­‐seo-­‐2017
Feature Snippets
https://getstat.com/blog/featured-­‐snippets/
Resources