brand: the only future ranking factor - malcolm slade speaking at brighton seo
TRANSCRIPT
Malcolm SladeEPIPHANY SEARCH
Brand: The Only Future Ranking Factor
@seomalchttp://www.slideshare.net/epiphanysearch
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Malcolm Slade
Head of Technical SEOEpiphany Search
Think Vis 2012
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
I helped steer Epiphany around Penguin.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
I’m helping steer Epiphany / Jaywingtowards what’s next.
@seomalc #brightonSEO
How did I get here?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Notes for reader:This deck works best in conjunction with Tom Capper’s deck: https://www.slideshare.net/THCapper/links-rankings-the-story-in-the-data-brightonseo-april-2017
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
2012: The Rise of Brands in Search
https://www.slideshare.net/epiphanysearch/the-rise-of-brands-in-search-11912606
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
2016: Best Practice Is Not Enough
https://www.slideshare.net/Branded3/stop-best-practicing-start-doing-stephen-kenwright-at-searchleeds-2016
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
2016: Surviving the Machine Revolution.
https://prezi.com/klh8pleoiavj/surviving-the-machine-revolution-how-to-become-the-digital-marketer-of-the-future/
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
2017: Links & Rankings
Tom just gave it. You literally just watched it!
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
The Elephant in the room!
My talk is similar to Tom’s
@seomalc #brightonSEO
A quick recap
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Brands seem to get a significant boost in SERPs.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Best Practice gets you to page 2.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Warehousing, delivery and RRP all become standard.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Google has more data than ever before!Android, ISP, Chrome, Free WiFi, GA, AdWords, Home…
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Google is becoming more Human!
Panda, Penguin, Phantom, HTTPS, UX, Mobile First
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Old ranking signals seem less valuable!
Keywords, H1 Tags, Anchor Text, Links
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
I also looked at Brand Search Volume.
First page only.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
I also found it didn’t correlate very well.
I used Pearson Correlation
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
All data: 0.11
@seomalc #brightonSEO
The End! Thanks for coming.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
I then got creative (random / mental).
@seomalc #brightonSEO
What if we segment?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Information: -0.13 Products: -0.44Head Terms: 0.48
@seomalc #brightonSEO
What if we use humans?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Generate SERP images.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
#brightonSEO
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Poll Humans.
Identify recognised brands.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
#brightonSEO
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Look at Brand and Brand + Term.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Car Insurance: 0.92
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Online Bingo: 0.84
@seomalc #brightonSEO
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
It doesn’t always go so well.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Holidays
-0.07
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
TSMEasyjetTeletext
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
0.78
But the data is crap!
@seomalc #brightonSEO
What have we learnt so far?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
For head commercial terms brand traffic correlates pretty well.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Brand is massively important.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
I’m not the only one / I have a new friend.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
We have much more data to look at.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
The bigger picture.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Brand search volume is not a ranking factor.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Brand may represent the entity type Google is looking for.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
There may be no “ranking factors” any more.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Do you fit the traits of a brand entity?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
There will be many traits.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
This can’t be reverse engineered or gamed.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Brands are only going to get more dominant!
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
All prices are the same.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Personal assistants make our decisions.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Why choose you?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Recognised / preferred brand.
@seomalc #brightonSEO
What are our goals?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Get more people thinking about us!
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Get more people talking about you!
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Get more people searching for you!
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Get more people searching for you and what you do!
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Get more people clicking your SERP listings.
@seomalc #brightonSEO
What can we do?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Be memorable.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Online advertising.
PPC, Display, Video, Content…
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Offline advertising.
TV, billboards, buses, whatever else is appropriate.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Drive people to your site!
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Use PR to drive people to your online content.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Use TV to get people searching for you.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Craft good SERP listings.
@seomalc #brightonSEO
SEO is not dead!
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
A good website is more important than ever.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Technically sound, audience appropriate.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Many brands don’t rank due to this.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
This will change.
@seomalc #brightonSEO
Does it work?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Case 1: Doing it all
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Very competitive niche.
All on and offline techniques.
Brand built over time.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Massively successful.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Case 2: Just Online
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Competitive niche.
Online techniques only (PPC, Display, SEO).
No focus on brand.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Used to dominate the niche.
No investment in brand building.
Bigger brands are now overtaking.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Case 3: Legacy Brand
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Very competitive niche.
Minimal to no current activity.
MASSIVE legacy brand.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Massive legacy brand equity.
Head terms are starting to slowly slip.
@seomalc #brightonSEO
What if I can’t do this?
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
At the moment, information and product is less impacted.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
This will not always be the case.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
You will start having to do this.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
Google doesn’t care if you can’t.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
An AI powered algorithm cares even less.
CO
PY
RIG
HT
JA
YW
ING
PLC
20
17
@seomalc #brightonSEO
There is always PPC.
@seomalc #brightonSEO
The real end!