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Branding, Content, SEO:
Connect the Dots to a More Powerful Web Site
Emily Brackett
President, Visible Logic
www.visiblelo...
Definitions

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a Powerful Web Sit...
Branding
Web design and branding are different and both are important.
Good design

Consistent brand identity

Readable fo...
Content
Thought leadership, experience, expertise.

100%

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WE...
SEO=Search Engine Optimization
Google wants to show results from good quality sources.
Every algorithm update moves them c...
“My, how times have
changed”

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a...
Changing Influence over Time
More important

Content
Design & Branding
SEO

Less important
Beginning of
the internet

2014...
Changing Influence over Time
More important

Content
Design & Branding
SEO

Less important
Beginning of
the internet

2014...
Changing Influence over Time
More important

Content
Design & Branding
SEO

Less important
Beginning of
the internet

2014...
Changing Influence over Time
More important

Content
Design & Branding
SEO

Less important
Beginning of
the internet

2014...
Changing Influence over Time
More important

Content
Design & Branding
SEO

Less important
Beginning of
the internet

2014...
Best Practices

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a Powerful Web ...
Branding
Consistency. Repetition. Think beyond your logo.

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & W...
Branding
Connect back to your brand (contact info and brand identity).

Branding, Content, SEO
COMPELLING BRAND IDENTITIES...
Branding
Thoughtful content, presented by your brand builds trust in your brand.

Trust
Branding, Content, SEO
COMPELLING ...
SEO = Text
Search engines cannot read graphic files, only text.

Substitute, Surround, Tag

Branding, Content, SEO
COMPELL...
SEO: Link building
Generate high-quality links back to your own web site.

www.LinkToYourDomain.com

Branding, Content, SE...
SEO: Headers & Tags

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a Powerful...
SEO: Keywords
Use your words!

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for ...
Good Content
Original thinking.
Keywords that people are searching on.
Content that people want to read, share and react t...
Bad Content
Duplicate content.
Scraping content.
Is dull or hard to read.
•	 long
•	 boring
•	 no visuals when there shoul...
Integrating
Branding, Content, SEO

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots...
No Silos

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a Powerful Web Site
No Silos

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a Powerful Web Site
Design vs. SEO
Myth:

Design doesn’t matter to SEO
(only to the user experience).

Branding, Content, SEO
COMPELLING BRAND...
Design vs. SEO
Matt Cutts disagrees.

Matt Cutts, Head of Google’s Webspam team

Branding, Content, SEO
COMPELLING BRAND I...
Design vs. SEO
“If you look at the history of sites that have done relatively well, or of
businesses that are doing well n...
3 Strong Legs

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a Powerful Web S...
Snowball Effect
Write a great blog & post it on
your well-designed, branded site
Learn to optimize the post for
keywords
C...
Snowball Effect
Repeat

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a Power...
Snowball Effect
Repeat, repeat, repeat

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the ...
Promotion not Duplication
Original content stays one place, but is promoted multiple places.

Branding, Content, SEO
COMPE...
Case Study
Climb Technology

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a ...
Case Study
Climb Technology

Branding, Content, SEO
COMPELLING BRAND IDENTITIES IN PRINT & WEB

Connecting the Dots for a ...
The future of content
The future of content is quality (over quantity).

Branding, Content, SEO
COMPELLING BRAND IDENTITIE...
ue to be w
contin for you owed by
s
r socia
ect ards you
l me your
sp rew
ro
d
b
hared more on s
oc ia r r
r p gle nt is s...
Integrating all three
Creating new content helps SEO. When the user clicks through to your site,
good design keeps them th...
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Branding, Content, SEO: Connect the Dots to a More Powerful Web Site

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Slides from a webinar on using an integrated approach to branding, content development and search engine optimization to create a more effective web site and online presence.

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Branding, Content, SEO: Connect the Dots to a More Powerful Web Site

  1. 1. Branding, Content, SEO: Connect the Dots to a More Powerful Web Site Emily Brackett President, Visible Logic www.visiblelogic.com Design + business blog: visiblelogic.com/blog Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  2. 2. Definitions Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  3. 3. Branding Web design and branding are different and both are important. Good design Consistent brand identity Readable fonts Corporate fonts Good use of color Corporate colors High quality imagery Recognizable design elements A “template” might work A template will not work Tone and voice goes beyond design elements Design and voice can be seen / heard in other applications (consistency) Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  4. 4. Content Thought leadership, experience, expertise. 100% Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  5. 5. SEO=Search Engine Optimization Google wants to show results from good quality sources. Every algorithm update moves them closer. Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  6. 6. “My, how times have changed” Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  7. 7. Changing Influence over Time More important Content Design & Branding SEO Less important Beginning of the internet 2014+ Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  8. 8. Changing Influence over Time More important Content Design & Branding SEO Less important Beginning of the internet 2014+ Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  9. 9. Changing Influence over Time More important Content Design & Branding SEO Less important Beginning of the internet 2014+ Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  10. 10. Changing Influence over Time More important Content Design & Branding SEO Less important Beginning of the internet 2014+ Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  11. 11. Changing Influence over Time More important Content Design & Branding SEO Less important Beginning of the internet 2014+ Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  12. 12. Best Practices Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  13. 13. Branding Consistency. Repetition. Think beyond your logo. Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  14. 14. Branding Connect back to your brand (contact info and brand identity). Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  15. 15. Branding Thoughtful content, presented by your brand builds trust in your brand. Trust Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  16. 16. SEO = Text Search engines cannot read graphic files, only text. Substitute, Surround, Tag Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  17. 17. SEO: Link building Generate high-quality links back to your own web site. www.LinkToYourDomain.com Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  18. 18. SEO: Headers & Tags Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  19. 19. SEO: Keywords Use your words! Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  20. 20. Good Content Original thinking. Keywords that people are searching on. Content that people want to read, share and react to. Content that engages people. Positions you and your brand. Gives you something to promote in social media, e-newsletters, and everywhere else. Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  21. 21. Bad Content Duplicate content. Scraping content. Is dull or hard to read. • long • boring • no visuals when there should be • cheap stock photos • no subheads (helps readability and SEO) Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  22. 22. Integrating Branding, Content, SEO Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  23. 23. No Silos Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  24. 24. No Silos Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  25. 25. Design vs. SEO Myth: Design doesn’t matter to SEO (only to the user experience). Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  26. 26. Design vs. SEO Matt Cutts disagrees. Matt Cutts, Head of Google’s Webspam team Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  27. 27. Design vs. SEO “If you look at the history of sites that have done relatively well, or of businesses that are doing well now… they make design a fundamental piece of why their site is advantageous to go to. “If you get that sweet spot of something compelling where the design is really good, where the user experience just flows, you’d be amazed at how much growth and traffic and traction you can get as a result.” http://www.youtube.com/watch?v=K2mv1KSktLo#t=295 Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  28. 28. 3 Strong Legs Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  29. 29. Snowball Effect Write a great blog & post it on your well-designed, branded site Learn to optimize the post for keywords Create links in your own social media channels People share your content and you get good inbound links from other sources Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  30. 30. Snowball Effect Repeat Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  31. 31. Snowball Effect Repeat, repeat, repeat Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  32. 32. Promotion not Duplication Original content stays one place, but is promoted multiple places. Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  33. 33. Case Study Climb Technology Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  34. 34. Case Study Climb Technology Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  35. 35. The future of content The future of content is quality (over quantity). Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  36. 36. ue to be w contin for you owed by s r socia ect ards you l me your sp rew ro d b hared more on s oc ia r r r p gle nt is s dia ert. tent. xp re con ite. s mo our n y identity. d an blog post ur st Y Your s Your o ea The re rch r b a Your we der b Search eng si i k o te as it is viewed ial m an Go con enefits a e ur nd b s increase as you cre s an ate e ra king ore great co n d. an Yo u Integrating all three g g po Write a an ds m rces y tent our o fin reinfo b te s serve up y r ne reat blo o Compelling brand identity Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site
  37. 37. Integrating all three Creating new content helps SEO. When the user clicks through to your site, good design keeps them there and good branding makes it memorable. When promoting your content on different channels, branding helps to reinforce the connection to your product or service or company. As your social media channels get more traction, you’ll see a boost in search results. Branding is what connects your expertise back to your organization as you create and publicize content. The next time someone sees your brand, they click through to view your content. Search engines give preference to highly clickable content... Branding, Content, SEO COMPELLING BRAND IDENTITIES IN PRINT & WEB Connecting the Dots for a Powerful Web Site

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