morcon 2013 - exploiting the flaws of big brand competitors
Post on 08-May-2015
280 Views
Preview:
DESCRIPTION
TRANSCRIPT
Company Confidential
EXPLOITING THE FLAWS OF BIG BRAND COMPETITORSEXPLOITING THE FLAWS OF BIG BRAND COMPETITORS
1
Company Confidential
GLEN DIMAANDALGLEN DIMAANDAL 2
Company Confidential
Disclaimer:Disclaimer:1, Not all big brands are stupid in SEO
2. Not all small brands have the capacity to exploit big brands in organic searches
3. This is not a presentation that will enable you to take down Apple or Amazon anytime soon
Company Confidential
What is a Brand?What is a Brand?
4
Company Confidential
AMA DefinitionAMA DefinitionA name, term, design, symbol, or any other feature that identifies one seller's product distinct from those of other sellers
5
Company Confidential
It’s All About IdentityIt’s All About Identity
6
It represents the identity that a business wants to project
Company Confidential
FACTORS THAT DETERMINE BRAND POWERFACTORS THAT DETERMINE BRAND POWER
7
Company Confidential 8
Brand Marketing BudgetBrand Marketing Budget
Company Confidential
Audience ReceptionAudience Reception
9
Company Confidential
Market ShareMarket Share
10
Company Confidential
WHY INVEST IN BRANDING?WHY INVEST IN BRANDING?
11
Company Confidential 12
Makes Relationships Easier to BuildMakes Relationships Easier to Build
Company Confidential
Improves Conversion PowerImproves Conversion Power
13
Company Confidential
Makes Market Expansion EasierMakes Market Expansion Easier
14
Company Confidential
What Does This Have to Do With SEO?What Does This Have to Do With SEO?
15
Company Confidential
BIG BRANDS HAVE WEAKNESSES TOOBIG BRANDS HAVE WEAKNESSES TOO
16
Company Confidential 17
It’s Not the Size, It's How You Use ItIt’s Not the Size, It's How You Use It
Company Confidential
Great SEO Comes Down ToGreat SEO Comes Down To Skill
Creativity
Hard Work
And yes, budget
18
Company Confidential
WHERE BIG BRANDS HAVE SEO STRUGGLESWHERE BIG BRANDS HAVE SEO STRUGGLES
19
Company Confidential 20
Corporate Red TapeCorporate Red Tape
Company Confidential
Image OverconsciousnessImage Overconsciousness
21
Company Confidential
Legal HoldupsLegal Holdups
22
Company Confidential
Fear of RisksFear of Risks
23
Company Confidential
Big Budgets, Big MistakesBig Budgets, Big Mistakes
24
Company Confidential
Faceless EntrepreneurshipFaceless Entrepreneurship
25
Company Confidential
Overreliance on Established PartnersOverreliance on Established Partners
26
Company Confidential
Sites Not Built with SEO in MindSites Not Built with SEO in Mind
27
Company Confidential
THE ADVANTAGES OF SMALLER BRANDSTHE ADVANTAGES OF SMALLER BRANDS
28
Company Confidential
Strategic AgilityStrategic Agility
29
Company Confidential
Creative IndependenceCreative Independence
30
Company Confidential
More Personalized MarketingMore Personalized Marketing
31
Company Confidential
Resiliency Against SetbacksResiliency Against Setbacks
32
Company Confidential
HOW TO COMPETE WITH BIG BRANDS IN THE SERPSHOW TO COMPETE WITH BIG BRANDS IN THE SERPS
33
Company Confidential
1. Act Like a Brand Yourself1. Act Like a Brand Yourself Display strong authenticity signals
Invest in professional web design
Short, snappy brand names work best
Take your logo seriously
Be genuinely proactive in social media
Focus on Customer experience
34
Company Confidential
(Re)build Your Site with SEO in Mind(Re)build Your Site with SEO in Mind Simpler, flatter site architectures work best
Have a scalable content roadmap
Let market demands drive link asset creation
35
Company Confidential
Have a Genuinely Good ProductHave a Genuinely Good Product
36
Company Confidential
Factor SEO into Your Revenue ModelFactor SEO into Your Revenue Model
37
Company Confidential
Place a Premium on RelationshipsPlace a Premium on Relationships Be open to link requests
Show off your knowledge outside your own site
Participate in cross-promotions
38
Company Confidential
Outhustle the Big Brand on Long TailsOuthustle the Big Brand on Long Tails
39
Company Confidential
Smother the Big Brand with rich MediaSmother the Big Brand with rich Media
40
top related